Blink and You’ll Miss It: Advantages and Applications Olivetree Research and SSI conducted a test where various mobile and traditional modes were used to collect diary data about snacking. The results are surprising and very relevant to the discussion of how to best leverage technology to present clients with the best data and direction available about the products and services they offer. This session is intended for any researchers interested in understanding the “how” and, perhaps more importantly, the “why” of in the moment mobile research. End clients would learn how to increase the accuracy (validity) of their data through utilisation of mobile techniques. Speakers: Carol Shea is the president of Olivetree Research, a full service marketing research consultancy. During a career spanning twenty years, she has fine-tuned her talents in meeting strategic consumer and business-to-business marketing research needs. She is uniquely qualified in the arenas of brand positioning, new product development and shopper insights. Meghann Roberts has been with SSI since 2002 and is a Senior Account Manager. Her experience includes managing complex marketing research programs and overseeing beginning-to-end CATI, IVR, online, mobile, and mixed mode surveying processes. Her core skills are survey consultation, end-to-end process management and organization, and problem-solving.