Research Potential of the Mobile Phone Among the Young

Youth research agency, 2cv:research (2cv), has launched txtsurvey - a new survey method which uses text messaging on mobile phones to target selected audiences at specific times.

Because people tend to carry their mobile phones with them at all times, txtsurvey can be both time sensitive and location neutral. Penetration of mobile phones that support SMS now stands at 80% of the 15 to 30 age group audience and is still growing, a fact that allows researchers access to a wide cross-section of the youth market via the technology.

Txtsurvey has been successfully piloted by ROAR - the youth study backed by The Guardian, Channel 4 and E-map - and Translucis, backed by Diageo, a new media channel using plasma screens to promote brands in bars and clubs throughout Britain. Both are youth panels managed by 2cv.

As the majority of text messages received are still read - like email a few years ago - and because it is simple and quick to respond, response rates in the trials have been excellent (averaging 70% to 80%). Also, the speed at which the answers are delivered is extremely fast, with the majority of respondents coming back with answers within one hour.

Further projects have been undertaken using 2CV's omnibus panel of 1,200, 15 to 30 year olds. A study commissioned for a mobile phone company used txtsurvey's established panel of respondents to ascertain the demand for ringtones. Respondents who replied positively to the short SMS questionnaire were then sent a more detailed web questionnaire to drill down their responses.

2cv founder and chairman, Vincent Nolan explains, "SMS has its limitations in terms of asking long and detailed questions, but it is an excellent method of screening a large group for those relevant to the study. The 15 to 30 age group has traditionally been a difficult one for researchers to reach in quantitative terms. By capitalising on the rapidly growing trend for using text messages among this age group, we can give our clients greater insight into their opinions and preferences at specifically targeted times during the day and night."

Panel members receive survey questions on their mobile phones as text messages, and give their answers by replying to these messages. Questions are normally structured as multiple choice, allowing response with just a single character message. Participants are rewarded with either cash credits (through a micro billing system) or prizes. As with web surveys, results are instantly tabulated and available live over the Internet.

Nolan continues, "The potential for txtsurvey is enormous. We are currently forming a panel for the business community and one to cover a broader adult audience. In addition, we have developed the software to enable us to host other research companies' text surveys - all they need to do is bring the panel and questions to us and we will process them. Txtsurvey has also been used to get feedback from conferences - delegates sign in with their phone number and are polled at the end of the day for their feedback on the event."

Txtsurvey is only the beginning of innovations in mobile data gathering. 2cv is also in the process of developing technology that mixes SMS with voice recognition which will allow a far greater level of detail and user friendliness.

For further information and a live demonstration or to sign up as a participant, go to www.txtsurvey.com and click on the clients button.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.