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Mobile Survey Solution Launched
In the US, MarketTools has announced the launch of a fully-integrated mobile phone-based market intelligence solution, MarketTools Mobile, allowing live data collection and rapid access to up-to-date results via a web portal.
The company says mobile surveys are a natural extension of online survey techniques, and that with nearly 2.5 billion wireless subscribers worldwide (source: the GSM Association), companies 'now have a viable option for providing surveys to consumer audiences via mobile devices'. The new technique is seen as particularly appropriate for collecting opinions on shopping, trial product usage, mobile phones themselves, movie evaluations and television programming.
The new system ensures survey answers filter quickly through an intuitive real-time reporting application to provide up-to-the-second results. There are two survey options:- MarketTools Mobile Outbound allows companies to reach select panelists from MarketTools' nationally representative ZoomPanel Mobile by sending them a text message which links to a survey on their mobile devices.
- MarketTools Mobile Inbound prompts consumers in stores to take a survey at the point of sale by sending a text message to a pre-defined short code. The text message received by MarketTools Mobile Inbound responds with another text message that links consumers directly to the survey on their mobile devices.
CEO Amal Johnson comments: 'In this era of mass participation, we believe consumers are not only ready, but are eager to participate in giving feedback via their mobile devices.'
The company also announced that together with its client Warner Bros. Pictures it has been chosen as a finalist in the competition for the American Marketing Association's (AMA) 2006 EXPLOR award, for a study using movie exit surveys via mobile technology with opening-weekend theater audiences.
MarketTools is the owner of online survey software firm Zoomerang. Its own services include access to an online panel community of over 2.5 million individuals worldwide. The companies are online at www.markettools.com and www.zoomerang.com .
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