The i-magen tests in question show that, although WAP may not have been the commercial success some predicted, research surveys of user populations via WAP in particular are proving very popular amongst clients and respondents alike. This flies in the face of much current MR thinking, and is a fact leading i-magen to develop a whole range of WAP-based research.

SMS as a research medium is even less well developed in the UK at the moment. However, i-magen has completed trials of qualitative SMS text research projects to good effect. In this sense, the company fully intends to carry out more SMS-based surveys in the near future. The results in fact indicate that SMS possibly offers researchers more opportunities than WAP because of its higher penetration, usability and high popularity amongst certain population segments.

SMS research has also proved successful as many of the surveyed respondents have claimed satisfaction about being interviewed whilst on the move. i-magen report that one text-interview was completed variously whilst the respondent was en route at a McDonalds, on the bus, walking home and at dinner. The respondent even claimed that the SMS survey in question was probably the best that he had ever undertaken, largely due to the fact that he could respond when and where he wanted.

On the less positive side, i-magen points out that there are some drawbacks to m-surveys at present. Firstly, if researching via SMS, the language of the medium is TEXTlish not English. Secondly, wireless device research lacks an industry code of conduct. Thirdly, screening out those respondents who are driving or carrying out dangerous tasks is vital for all m-surveys. Lastly, the privacy of those being researched on the move needs to be strongly considered, as intrusion is a very likely threat.