Commenting on "5 Things About Mobile Data Collection", from an ESOMAR article by Gina Pingitore and Dan Seldin.
Question: Research using mobile devices is new, different and growing. How does it impact response rates and behaviour?
Yes – mobile respondents are different, but how are they different? How representative are those customers who respond via mobile of your current customer base and how representative are they of your desired future customer base? I have observed that a multi-mode data collection strategy not only allows customers to offer feedback in a way they prefer, but also the data collection method becomes a way of gaining access to premium customers.
The importance of corporate customer-centricity and business outcome-focused customer analytics can't be overstated. My major presentation at Villanova University on February 24th will feature content from white papers, conferences, and my recent book, The Customer Advocate and The Customer Saboteur, and will offer outstanding examples of companies which have made customer advocacy an organizational goal, key performance metric, and basis for optimizing customer experiences.
It is no longer enough to ascertain if your customers are satisfied, and it is not sufficient to know whether or not your customers are loyal. In today’s hyperlinked world, the relationship between customers and the companies they do business with is a two-way street, with each mutually reinforcing the other. 
