New trade body will define mobile market research standards

Mobile Marketing Research Association to focus on issues of privacy and ethics.

The new US body has been formed in response to the way that technology allows corporates to eavesdrop on users.

Its release says: "With mobile marketing research, it is possible for researchers to see user-generated videos, photos, and text messages from participants…(and with) smart phones, it is possible to track participants’ whereabouts and listen to the actual voice of the customer while they are in the moment of buying, where it matters most to marketers."

Yet it is also aware that many consumers seem happy to surrender personal information and their location in return for deals.

So the mission of the MMRA is to establish mobile research guidelines and best practices around the mobile marketing research channel for use by clients, researchers and participants.

It was borne out of two conferences held in Berlin and Atlanta last year, and organised by the Merlien Institute.