Product category:
Survey reporting
News Release from: OnePoint Surveys | Subject: mobile surveys
Edited by the Marketingservicestalk Editorial
Team on 30 October 2007
Insight Show uses OnePoint mobile
surverys
OnePoint mobile surveys are to be used to provide instant visitor feedback at the Insight Show, which takes place on 20-21 November 2007 at Earls Court, London.
The patent pending OnePoint mobile survey tool has been selected by the Insight Show to provide instant visitor feedback at the event next month Insight is Europe's biggest event for buyers and users of market research and this year's show will be held at Earls Court London on 20 and 21 November 2007
This article was originally published on Marketingservicestalk on 31 Jan 2008 at 8.00am (UK)
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Insight is keen to continually improve its show, as well as 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 to participate in a short survey.
All responses to the survey, which is powered by OnePoint mobile surveys, are free using OnePoint's unique free text solution and will provide the organisers with instant feedback on the event and certain aspects of market research.
The texting of a keyword by a visitor triggers a short set of questions, sent to their mobile phone, with each new question dependent on the answer to the previous one, enabling greater personalisation for the respondent experience.
The organisers of Insight hope that this innovative tool will lead to more accurate and honest feedback.
Gartner Research recently looked at the importance of timing in feedback and customer research.
The findings (published in 2006) show an astonishing effect: "Feedback collected immediately after an event is 40 per cent more accurate than feedback collected 24 hours after the event".
As if that was not enough, it also found that "response rates increase 10 per cent to 12 per cent simply by requesting feedback as soon as the event is completed".
Ron Cordeiro, Event Director at Centaur Exhibitions, the organiser of the Insight Show, commented: "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.
"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 feed back the results of the survey after the show.
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