OnePoint offers Cardinal mobile survey solution

Cardinal Research has selected OnePoint to provide a survey solution for its first mobile phone research project on behalf of a premium beer brand.

The research, which ran in June and July 2008, consisted of two stages.

The first stage involved inviting members of the public who matched the target market to taste the drink at sampling sessions.

They were then asked to text the brand name to a designated number to trigger a multiple choice/rating survey to their mobile phone while still at the venue.

An incentive of GBP5 was offered for completion of the survey.

The second stage involved sending a follow-up survey to all of the participants' mobile phones, one month after they took part in the sampling session.

The aim of this re-contact was to determine if the persons' consumption behaviour and perceptions had changed since sampling the drink.

An increased incentive of GBP15 was offered to participants, and the current response rate is 50 per cent.

Jamie Belinkoff, account manager at Cardinal Research, said: 'As well as being significantly cheaper, a specific advantage of mobile research is that we capture the correct phone numbers for the participants, which are vital for the follow-up stage.

'We were able to see the responses as they came in through the website so we didn't have the usual wait before being able to evaluate the results.'.

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