Global interactive data solutions provider Lightspeed Research has announced the launch of an advanced research solution delivering consumer surveys via mobile devices in Great Britain and Australia.
The mobile research service offers clients the ability to conduct highly targeted surveys that capture data almost immediately from respondents fitting the selected profile and location.
The service not only gives marketers the ability to capture consumer responses to surveys, but also collects user-generated images from mobile camera phones. A key advantage of this approach is rapid feedback on time-sensitive or event-based research questions.
Lightspeed says it invested in extensive testing to understand consumer response to mobile phone research and the most appropriate applications to conduct via mobile. One test was carried out during the half-time break in the European Champions League final in May. The company invited panel members to participate in the mobile survey and asked questions about their locations, predictions for the match, and awareness of key event sponsors.
The results showed the enormous potential for time and event-based research. Lightspeed received 60% of completed surveys during the brief half-time break, and 90% within an hour of going live. Significantly, 50% stated they were watching the game, of which 21% were out of their homes (such as at friends or in a bar). The survey also asked questions about which brands of beer they were
consuming.
Last months Live Earth global series of concerts set the stage for another test. Lightspeed sent mobile surveys at prime time on the day of the concerts to panellists in Australia, Great Britain, and the US. The survey probed peoples perception of the event, its impact on their behaviour, and awareness of event sponsors. Again, response rates were very high, as Lightspeed received the majority of responses within an hour of sending the survey.
Finally, Lightspeed Research tested proprietary software allowing respondents to submit photos via MMS linked directly to their responses. The pilot projects findings suggested the mobile phone research approach is best suited for short surveys, particularly when researching younger consumers
during events or on the go.
As a result of these tests, the company has devised a best practice approach for mobile device surveys that offers the same high quality as its proprietary online panels. The result is highly targeted surveys that use the extensive consumer profile data that Lightspeed hold on all its panellists. The demographic information that can be combined with the mobile survey data includes media consumption, car ownership, health and well-being, sports and leisure, business, and financial services.
This is the first step in launching our global mobile offer, with plans to expand into the US and other countries in Europe and Asia Pacific over the next few months says Lightspeed President and Group CEO Anne Hedde. With better access to consumers on the go, we can provide valuable, and sometimes immediate, insights – capturing experiences, behaviours and attitudes at very relevant points in time.
David Day, CEO of Lightspeed Research Europe, adds:
Were really excited to launch our first mobile panels in Great Britain and Australia. Mobile phone research is ideal for understanding consumer opinions and attitudes outside of the home or around specific events. The addition of respondents submitting photos, whether adverts they have seen or even the contents of their fridge, enables us to bring clients really close to their respondents. We see a huge number of applications in media, brand management and commerce.