The Future of Market Research? The Mobile Phone!
Two Chicago-Based Companies Label Research Via Cell Phone
IL (March 25, 2008) It should not come as a shock to any observer of the market research industry that on-line has surpassed
the telephone as the most popular data gathering method. Unfortunately, the industry is running out of Internet research participants.
So large is the demand for on-line research that the major providers of access to respondents are increasingly finding it
difficult to obtain useful samples. This is driving up costs by increasing respondent incentives and by requiring more effort
to ensure data validity.
So what’s next? Two innovative Chicago-based
companies think it may well be those ubiquitous mobile devices we all carry--cell phones.
Linda & Associates, a marketing consultancy, and ad agency, Tom, Dick & Harry, used a mobile phone panel put together
by Greenfield On-Line/Ciao to examine intended air travel purchase behavior. Respondents were
asked which type of airline would be preferred in planning a trip --a traditional carrier (e.g., United) or a discount carrier.
And they were asked to indicate a fair round trip price from the Midwest to Honolulu (30 days in advance). Questions appeared
on their phones’ screens and answers were entered via the keypad. Findings were compared to those from a national on-line
panel. Results were virtually identical. The same decision would be made by a marketer looking at either data set;
the true test of their comparability. (See data below.)
So when people
agree to participate in market research in the future, they shouldn’t be surprised when their cell phone rings. It might
be a call from a cutting-edge research or advertising company.
About Gerald Linda
Gerald Linda & Associates, established in 1994
by Gerry Linda after a career as an ad agency and marketing research executive, provides Interim Marketing Leadership, Marketing
Planning, Marketing Strategy, Marketing Research and Marketing Communications services. “The goal really is to add fuel
to clients’ marketing engines. This fuel might be leading a team, creating a concept, crafting a plan, developing a
strategy or just hands on execution,” says founder, Gerry Linda. To learn more about GL&A please visit www.gla-mktg.com.
Dick & Harry Advertising
Tom, Dick & Harry is an award-winning, Chicago
advertising agency serving a wide variety of clients including Fox Sports’ Big Ten TV Network, The Evangelical Lutheran
Churches of America, Stubb’s Bar-BQ Sauce, Canyon Ranch Resorts, Follett Book Stores, The University of Chicago, Rice
Works Rice Chips, Baxter Credit Union, and Mission Investment Fund. To learn more about Tom, Dick & Harry visit www.tdhadvertising.com.
The table below
compares Mobile Panel results with answers from an On-Line Panel. It is clear that the results are remarkably similar.
Comparison of Results
Mobile Panel vs. On-Line Panel
Mobile Panel (n=300)
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