New market research tool the mobile phone
New market research tool - the mobile phone Top quality in record time - this was the outcome of a completely new type of market research performed by Europolitan and Wireless Opinion using mobile phones and text messages (SMS). The project is a joint development initiative by mobile phone operator Europolitan and market research company Wireless Opinion. "The high level of participation we achieved would be very unusual for a traditional market research campaign using mailed questionnaires or interviews," says Lena Vogelius, CEO and founder of Wireless Opinion. "In our former lives as traditional market researchers, we noted that it was becoming increasingly difficult to get people to answer questions via mailed questionnaires and telephone calls. This also coincided with an increasing demand among clients for speed. But now mobile technology has changed all that, as if by magic. Not only are people willing to reply, but they do so promptly." The majority of participants found it easy and fun to take part in this new form of market research. The new method uses text messages (SMS) to send the respondent an SMS question that is then answered the same way. The technique is based on Wireless Opinion's technical platform, which can use both SMS and WAP to conduct research. "Something happened when we combined thorough research know-how and technical skills with the latest technology. And together with the healthy relationship we have with our partner, Europolitan, this has led to the excellent results we have achieved," explains Anna Nyström, business developer at Wireless Opinion. The method's superior speed became apparent when 50 % of those questioned in one of the groups studied answered within an hour of the questions being sent to their mobile phones. "It is absolutely vital to Europolitan to get to know its customers' opinions on everything from price to the functions of the services. This new method allows us to form a rapid idea of what the customer thinks about everything from newly launched services to the activities of our competitors. We can then use this information to act in the manner most beneficial to our customers," says Petra Danielsson, head of market research at Europolitan. The point of the market research was to study Europolitan customers' mobile phone habits, as well as an array of new mobile phone services. Note: SMS stands for Short Message Service and is a service that allows short text messages to be sent between mobile phones. WAP stands for Wireless Application Protocol and is a method that makes the Internet accessible to mobile units. Europolitan AB is a Swedish GSM operator that prioritises service and quality. The company's head office is in Karlskrona, Sweden. Europolitan is a leader in the field of technically advanced services for GSM 900/1800. The Europolitan Group, which also includes the stock market listed Parent Company Europolitan Holdings AB and Europolitan AB's sister companies Europolitan Stores AB and Doberman AB has around 1200 employees. For more information, please visit www.europolitan.se. Wireless Opinion.In a rapidly changing mobile market, it is crucial to be able to monitor, research and analyse this market quickly and effectively. Wireless Opinion was founded in 1999 and has developed a unique technique for conducting market and opinion research that is able to handle the modern need for fast and precise information. The company is located at the heart of IT and telecoms developments in Karlskrona, one of the hottest centres of the new economy in Europe. For more information please contact: Johan Holmgren, Publik Relations Manager, Europolitan AB tel.: +46 708 33 14 00, e-mail: johan.holmgren@europolitan.se Lena Vogelius, CEO, Wireless Opinion tel.: +46 733 63 32 51, e-mail. lena@wirelessopinion.com Anna Nyström, Head of Business Development, Wireless Opinion tel.: +46 733 63 32 52, e-mail. anna@wirelessopinion.com ------------------------------------------------------------ This information was brought to you by BIT http://www.bit.se The following files are available for download: http://www.bit.se/bitonline/2000/09/18/20000918BIT01210/bit0001.doc http://www.bit.se/bitonline/2000/09/18/20000918BIT01210/bit0002.pdf