Mobile service delivers instant research

by Stuart Derrick, Revolution UK 15-Aug-07, 10:40

LONDON - Lightspeed Research has launched a WAP-enabled mobile consumer survey that allows brands to collect mobile images from consumers as well as gauge instant responses to brand activity.

Ralph Risk, marketing manager, Europe, said: "The real benefit of the service is in capturing the consumer response at a particular moment. With an online survey, you are reliant on people's recollection of the event afterwards. The ability to collect images also adds an extra depth to a survey - you could for example ask people to take a picture of what's in their fridge."

Surveys deliver a WAP link to consumer samples who then visit a site where up to eight questions can be asked in one go, unlike SMS based surveys where only one question at a time is possible.

Mobile surveys are available in the UK first before a roll out in the US and Europe this year. A panel of 25,000 is available for surveys and the WPP-owned research company can combine demographic data with information on media consumption, car ownership, health and well-being, sports and leisure, business and financial services.

The Lightspeed mobile panel was trialled in the UK, Australia and the US. A trial during the Champions League final received 60 per cent of completed surveys during the half time break, and 90 per cent within an hour of going live.

Lightspeed is currently in discussions with clients to use the service.