• by Joe Mandese  @mp_joemandese, August 20, 2012

It’s that most people don’t know what to do with it, and others don’t even know what it is.

That’s what Wells Fargo’s Alan Gellman pointed out at the Mobile Insider Summit this morning, as an example for being too out there, and the need to test and understand consumer adoption and experience with new mobile marketing technologies.

“They don’t know how they want to use augmented reality for it. Most of them don’t know what it is,” he said. “It’s up to us to figure out how we can serve them better.”

To do that, he suggested, involves both “deep quantitative research – both primary and secondary,” as well as behavioral data.