|
Social Acceptance
Users view text messages as a non-intrusive and reliable means of communication. Sociological research has
shown that we are more direct, to the point and generally more candid when we text. We view text messages as an inexpensive,
secure, fast and private form of communication.
Text messages are a more socially acceptable way of communicating when we are unsure whether the other person is available.
Using text as an 'opt-in' research tool makes market research more socially acceptable and participation more convenient.
Time and Place
One of the key advantages of text is that we can privately communicate anywhere, any time. The same benefits
apply to mobile text surveys. Our mobile phones are always with us. It is possible to take part in a mobile text survey where
ever and whenever we want.
It is also possible to initiate surveys when we know the respondent is in a desired location. For example, asking panel
members to take part in a survey when they are next in-store. They can complete the survey privately without the external influences
of having a researcher present. When the survey is complete the respondent could be issued a reward voucher to spend whilst in
store as a reward and extend the research opportunity to more of the customer journey.
Location independence is also an important feature of mobile research. The participant is able to take part wherever they are,
at their convenience. There is no need for the participant to be tied to a fixed location such as their home or work PC when they
take part in studies.
Speed and Reliability
Figures suggest that around 94% of all text messages are read (source: MDA). They are also delivered quickly,
with around 95% arriving within 10 seconds. Participating is also quick and easy, especially when using multiple choice or short
open responses.
Creating an Ongoing Dialogue
When we communicate with text socially we tend to hold short regular exchanges with those in our social group.
A dialogue may take place over several days keeping us in touch continually. In the same way, text based surveying can build
an ongoing dialogue with the participant. By using a 'little and often' approach to research it becomes easy for the participant
to take part in longer tracking studies or to monitor the customer journey with lower fatigue and reduced colouration
effects.
Demographic Reach
Text also has the widest demographic reach of any electronic medium. Current figures suggest 95% of the UK population now
own a mobile phone (NetSize Guide 2005 report for 2004) and mobile ownership outstrips PC ownership 10 to 1 in the UK (Vodafone). It is also an ageless and
classless medium. We believe the flexibility for participants and the researcher is unparalleled by any other methodology.
|
