“Mobile surveys are coming into their own as a strategic research tool, offering distinct advantages for understanding and targeting the mobile customer. Mobile surveys not only make it easier for people to participate, but they can also elicit more insightful responses and more actionable data. One of mobile’s biggest advantages is that passive data can be collected from the devices themselves. Depending on the operating system, this can include respondents’ locations, which apps they’ve downloaded, and their cellular providers. The extra data points add dimension to the responses and new analytic opportunities.” Read more at iMedia.