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How to make in the moment truths really speak

The smartphone offers an incredible tool to gain in-the-moment consumer insights. Its plus: access to real-life situations and authentic reactions that are often a blind spot of traditional research. A smartphone application used by a consumer ‘on the spot’ can capture little moments of truth via photos, video streams and voice recording. It brings three key advantages: it is immediate, personal and omnipresent.

What are some of the key factors to ensure we capture the most relevant information to aid decision-making?

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