One of the most impactful case studies presented at last month’s “Market Research in the Mobile World” conference held in Cincinnati describes the innovative ways Procter and Gamble uses mobile devices to gain customer insights.

In a blog post on the website Innovation Excellence, Drew Boyd shares his insights on this case studies and other uses of mobile market research. Analysis of mobile feedback enabled P&G to more intimately understand why it was losing market share when babies transitioned to larger size diapers resulting in the creation of new and packaging and retail concepts to overcome confusion about finding the right size diaper.

Read his blog here.