SMS text survey provides fastest feedback from Mail readers
BMRB Media has been running the My Life Mail reader online panel for almost two years. We have a collaborative relationship with our client and we continually seek fresh ways to interact with our participants.
The latest challenge?
To deliver insights back to the Mail within 5 hours and by 5pm. This challenge may not seem exceptional. However, Mail panellists tend to complete their online questionnaire in the evening. We therefore had concerns that our usual online survey method would not generate a representative sample of readers during a typically nonresponsive time of the day.
Our solution…. a mobile SMS survey
We have conducted a number of mobile surveys among members of access panels, but Mail readers could well behave very differently. So we went for a mixed method, combining the usual online survey approach for a proportion of the sample with an SMS mobile survey for the rest. We were then able to compare the response rates, responding panel profile and survey results from the two approaches.
SMS mobile survey gets highest response
- SMS response was higher throughout the day.
- The responding profile was even more representative of Mail readers via SMS, with males aged under 35 more likely to take part.
- And… the insights generated were the same for online and SMS.
Overall, the SMS test was a resounding success:
‘The speedy turnround of the survey was excellent and meant we could provide real-time insight into our readers. Just as importantly the mobile survey provided robust, representative results. It gives us real confidence in using this approach in the future’ Chris Branford, Strategic Sales & Business Development Manager, Associated Newspapers Ltd.
Rebecca Stamp is a Senior Associate Director at BMRB Media Tel: 020 8433 4377 Email: rebecca.stamp@bmrb.co.uk
