24 September 2007 -- OnePoint’s SMS survey tool was used to conduct its first high-speed national general public opinion poll using the Ipsos Mobile general public panel. OnePoint chose a topical issue, running the poll for the Sunday Mirror soon after the shocking news of the shooting of Rhys Jones aged 11.
On 24 August 2007, 2,500 people drawn from an Ipsos-MORI panel were sent a series of SMS questions. Within just a few hours The Sunday Mirror was given validated and statistically robust results indicating that a quarter of Britons have been victims of crime in the past year, and that a third of the population are afraid to go out. The numbers gave the newspaper an exclusive insight into the mood of the country. Tina Weaver, Editor, The Sunday Mirror said; "With fast moving stories in today's 24 hour news environment, it's crucial to get instant reaction to the day’s major news events. OnePoint have developed a new text survey system we found to be flexible, efficient and very fast".
Gareth Deere, Research Director, Ipsos-MORI, was keen to adopt SMS technology for national opinion polls explaining that, “SMS allows us to create snap polls from our panel of 10,000 demographically profiled people who have opted in for text based research, giving us a huge advantage in the market. It’s a great addition to our research tool kit alongside other data collection methods”
Regarding response times, Deere says that with SMS surveys they expect 2/3rd of respondents to reply within an hour. “Many organisations just want a couple of key measures, and with OnePoint we can do this very quickly,” concludes Deere.
The Ipsos-MORI/Sunday Mirror poll received a 30% response rate within the first few hours, a remarkable result given the poll happened on a Friday evening between 8.00 p.m. and 10.00 p.m. The poll was then closed so that data could be ratified and sent onto The Sunday Mirror to meet its deadline.
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