Greg HeistGreg Heist, Vice President, Research Innovation & Technology, Gongos Research presents “Anonymity & Authenticity in Research: How Mobile Can Cut to the Core of Consumers” at The Market Research Technology Event in Las Vegas.

Online Communities.  Social Listening.  Mobile Research.  Each offers promise for “smarter” research by placing research in the marketplace and into consumers’ lifestyles.  What implications, if any, do these platforms have on consumer authenticity?  Are people more apt to be themselves when they are anonymous; in the sphere of friends; or if acting in the moment?  To answer this, we’ve gone to consumers themselves – fielding an independent study in Consumer Village, and its mobile-enabled sister community, Airwaves.