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LOS ANGELES Market research firm MarketTools has enhanced its on-demand services to include real-time integrated research reporting using mobile devices, according to Heidi Dickert, vice president of new products.
The San Francisco-based company tested one of the applications, for analyzing reaction to movies, with Warner Bros. The Burbank, Calif., studio could interview moviegoers and take surveys using mobile devices immediately after screenings, she said.
“The big difference is in the way people interact in terms of polling,” she said.
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