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Saturday, March 8 • 5:00pm - 6:00pm
How Mobile Is Changing the Research Universe

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The smartphone has changed every element of research over the past few years – from the way consumers want to respond to inquiries (some 40% of research surveys are opened and completed on a mobile device) to the tools available to collect data and feedback to form research. However, it is the passive data that is being collected from the smartphone that is causing the most confusion, and frankly blurred legal lines, when it comes to the altered landscape of research. Is that data fair game? Or does the consumer own it? If mining passive data results in a better user experience, does it matter? Does the good outweigh the questionable?
This session will explore the different collection methods available, discuss in detail the changing definition of what research actually is (and isn’t), as well as the moral, legal, and ethical obligations researchers have as the above definition and collection methods continue to change.

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Saturday March 8, 2014 5:00pm - 6:00pm CST
Four Seasons, Four Seasons Ballroom

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