Drinks research company, Cardinal Research, used the OnePoint mobile survey solution for their first dip into mobile phone research for a project on behalf of a premium beer brand.
Jamie Belnikoff, Account Manager at Cardinal Research says, "This is the first time that we have used the mobile phone to conduct research and we are extremely excited about what this new methodology brings to the table. As well as being significantly cheaper, a specific advantage for this type of research is that we capture the correct phone numbers for the participants which are vital for the follow-up stage."
He continues, "The beauty of the OnePoint solution is that we were able to see the responses as they came in via the website so we didn’t have the usual wait before being able to evaluate the results. It was also extremely quick and easy to set up the surveys. We will certainly be using the OnePoint solution again."
The objective of the research, which ran in June and July 2008, was to understand the changing consumer behaviour and perceptions towards the beer brand and consisted of two stages. The first stage engaged with members of the public matching the target market in sampling sessions across bars and pubs, the Henley Royal Regatta and the Taste of London Festival. People were invited to sample the drink and then asked to text the brand name to a designated number to trigger a survey to their mobile phone whilst still at the venue. The survey, consisting of seven multiple choice/rating questions, related to the relative positioning of the drink brand, if and how often it was purchased and the perceived quality of the brand. Participants were encouraged to complete the survey with the incentive of receiving five pounds upon completion of the survey and it was free to take part. This proved to be extremely successful; the majority of those who sampled the drink took part in the mobile survey providing the team at Cardinal Research with immediate insight.
The second stage involved follow-up surveys being sent to all of the participants’ mobile phones, one month after they took part in the sampling session. The aim of this re-contact was to determine if the persons’ consumption behaviour and perceptions had changed since sampling the drink. An increased incentive of fifteen pounds was offered to participants and again it was free to take part. The survey is still live and response rates are currently at 50%.
In the past, Cardinal Research has conducted research of this nature via face-to-face interviews and used the telephone for the follow-up. Neither of these methods can compete with mobile phone research in terms of speed and cost.
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Ruth Davies: +44 (0) 7747 607947 email@example.com
OnePoint was established in December 2005 to change the face of feedback and launched summer 2007 following more than 10 man years of development. OnePoints’ patent-pending mobile surveys are the ultimate feedback solution and are already taking the market by storm. The technology enables anyone to get real-time feedback from recipients' mobile phones about any subject anywhere in the world at anytime. OnePoint works with all types of businesses including global and pan-European research and marketing organisations as well as educational establishments.
More information about OnePoint Mobile surveys can be found at www.onepointsurveys.com
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