OnePoint Surveys has revealed that its patent-pending OnePoint mobile survey tool has been selected by the Insight Show to provide instant visitor feedback at the event, which takes place at Earls Court, London from 20 – 21 November. Insight is one of Europes largest events for buyers and users of market research.
Insight is keen to continually improve its show, and to assess the impact of different factors on the market research industry. This year, visitors are being asked to text a keyword to a designated number, before and during the event, in order to participate in a short survey. All responses to the survey are free, using one points free text solution, providing the organisers with instant feedback on the event and certain aspects of market research. 
The texting of a keyword by a visitor will trigger a short set of questions, sent to their mobile phone, with each new question dependent upon the answer to the previous one.
The event organisers hope the use of the tool will lead to more accurate and honest feedback. Gartner Research* recently looked at the importance of timing in feedback and customer research. Their study showed that feedback collected immediately after an event is 40% more accurate than feedback collected 24 hours after the event. The study also found that response rates increase by 10 – 12% simply by requesting feedback as soon as the event is completed.
The OnePoint mobile survey enables us to offer a free and convenient feedback mechanism to our visitors, and is an opportunity for us, as a research show, to trial a cutting-edge research technology for ourselves, says Ron Cordeiro, Event Director at Centaur Exhibitions, which organises the Insight Show. We will gain fast and accurate data, potentially allowing us to take action during the event, to ensure that our visitors get the most out of the show. Our decision to work with OnePoint was based on the robustness of their tool and the ability for us to receive the survey results in real-time.
The organisers plan to feedback the results of the survey after the show.

* Implement Customer Satisfaction Management Processes to Improve Revenue. Pub March 2006.