Mobile diaries help to understand the daily lives of people in great detail, making it possible to capture the crucial “moment of truth”.

A typical mobile diary is made up of pre study, one or two week diary and post study. During the diary period respondents record their reactions and responses to your brand communications the very moment they encounter them.

Mobile diary studies

Benefits of mobile diaries

  • In-the-moment – collecting impressions while they’re fresh in people’s minds, perfect to measure advertising effectiveness
  • Accurate measurement – helps to better understand people’s consumption habits and preferences
  • Complete view of brand’s performance – by collecting data on all brand encounters, such as TV, out of home and radio, as well as word of mouth
  • Understand emotional reaction – isolate the effects of individual brand touch points


  • Compatibility with all web-enabled devices
  • GPS location and time stamp part of records
  • Location-specific capabilities
  • Test and control groups without forced exposure
  • Campaign-by-campaign effectiveness comparison
  • Brand and communications awareness surveys

Use cases: Consumption diaries, Brand encounters, Touchpoint analysis, Brand awareness and attitude tracking

How mobile diaries works

1. Pre survey
Profiling and establishing a baseline
2. Regular check ins
Respondents register brand encounters or certain activities
3. Post survey
Exit survey to record any changes in habits or attitudes

Survey respondents can be targeted by:

  • Demographics (age, gender, income)
  • Life stage
  • Product & brand usage
  • Device, manufacturer & OS (iOS, Android, etc)
  • Mobile operator
  • Time & location (time of day, day of week)
  • Regions within emerging markets