In Jacob Tucker's article found here, Tucker talks about how research professionals have had to learn to adapt to the mobile world. No longer do they carry clipboards, but smartphones with all their information. The consumers as well have to be reached in a different way because of the dynamic technology landscape. Polls can now be done in real-time and through geo-targeted mobile polls. If someone is grocery shopping or watching a movie, they can provide up to the moment feedback on products or services. It brings researchers even closer to deleting the "recall" step and learning exactly what real-time behaviors are like. Learning and developing the ways of collecting this information and changing it along the dynamic landscape is the hard part.