OmNow Offers Rapid Mobile Surveys

In the UK, mobile survey firm OnePoint Surveys has partnered with Dipsticks Research to launch OmNow, a mobile omnibus promising nationally representative results within four hours.

The service uses both SMS and WAP mobile phone technology. Results can be viewed, downloaded and exported in real-time, through a secure web portal. Surveys can use pre-coded or open questions, and visual stimulus.

OnePoint MD Neil Jessop says that by using the mobile phone, 'OmNow produces accurate and insightful responses - both qualitative and quantitative - within four hours, which is significantly faster than other methodologies, and other omnibus services.' The firm claims that 'Traditional methodologies rely heavily on recall-based techniques which can often paint a different picture to the currency of SMS and WAP elicited responses.'

The new solution has already been used by Out Of Home media company Titan Outdoor for a client, a major food brand, to measure penetration and awareness of a series of rail ad campaigns and of the brand in general. Joe Hall, Head of Insight at Titan Outdoor says Omnow's speed of deployment and turnaround of results was 'staggering' and provided 'the perfect solution to obtain a UK nationally representative snapshot at the 11th hour.'

One point, which was established in December 2005 and launched in summer 2007, works with research and marketing organisations as well as educational establishments. Dipsticks Research, founded in 1997, specialises in media and marcomms research. Web sites: www.onepointsurveys.com , www.dipsticksresearch.com and www.omnow.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.