Newsletter

Enpocket to Power Mobile Polling Service

David Murphy

Research group Nielsen Entertainment, mobile marketing company Enpocket, and online movie ticketing company MovieTickets.com, have announced that they are working together to power the first ever time-targeted mobile consumer opinion initiative in the United States. Coupled with the initiative, Nielsen Entertainment has announced that it has been building a mobile panel which will also serve as a mechanism to grow the custom research offerings of Nielsen Entertainments Mobile Division.
The mobile polling infrastructure transforms even a basic mobile phone into a quantitative and qualitative data collection tool, enabling clients to reach consumers at precise moments immediately before and after being exposed to specific entertainment or advertising content. The application will also facilitate unsolicited consumer comment on programming, or content more generally. 




The Enpocket-powered solution is currently undergoing tests, and will be used first in connection with work conducted through the Movie Advisory Board, a joint initiative between Nielsen Entertainment and Movietickets.com to reach movie consumers at specific times, for example upon entering or leaving a cinema.  Instead of relying on consumers to go home and use their PCs to communicate what they think, several hours later, the mobile polling platform will captures the information on the spot using text messaging.
We believe in the power of mobile to increase our understanding of the new entertainment consumer and today, text messaging is the best language to do that in, says Adrienne Becker, General Manager of Nielsen Entertainments Strategic Development Group. Mobile devices provide numerous ways to engage in a one-on-one conversation with your customer, along with ease, convenience and efficiency, and SMS ensures you will have access to the broadest audience as your sample.  As a marketer or researcher, the prospect of reaching your audience to listen, learn and educate is at its core a powerful relationship building tool. Becker adds that Enpocket was chosen after a long selection process, because of the companys ability to see ahead of the curve and at the same time, stay grounded in practical and powerful strategies and tools for todays consumers.
For Enpocket, CEO and President Mike Baker adds:
Whether a consumer is at home or on the go, they usually have their cell phone. Innovative media and entertainment companies like Nielsen are using the mobile device to connect with consumers wherever they are. Our solution turns the cell phone into a powerful yet convenient research tool to get immediate feedback while an event is still fresh in their minds.
Nielsen Entertainment evaluated a great deal of mobile technology, custom interfaces and applications in the process of identifying the right partner and mechanism.  The Company selected SMS for the initiative because of its reach and ease of use, opting to deploy more complicated applications as the user experience for those applications simplifies and the breadth of users is comparable to that of SMS use today. 
Enpocket is providing Nielsen with a customized, SMS-based mobile polling solution powered by the Enpocket Marketing Engine (EME). Nielsen is using its flexible campaign management logic to serve as the platform for its real-time, customised, automated consumer relationship program.