Abstract: A method of improving market research to understand the effectiveness of advertising campaigns is provided. A first questionnaire is provided to one or more survey participants that includes questions relating to participant's prior interactions with and beliefs about one or more advertised brands. For a predetermined time, the participants then go about their normal every day activities and simultaneously, while experiencing an advertisement or a brand, they provide, to a survey administrator, communications related to the brand via a mobile telecommunication device. These communications are compiled and displayed. During the predetermined time, an administrator may recommend real-time adjustments to the advertising campaign based on data collected via the communications. Shortly after the predetermined time ends, a second questionnaire is provided, which relates to the participant's interactions during their normal daily activities.