Greenfield Online joins rush to mobile surveys

Greenfield Online has become the latest MR firm to embrace wireless surveys with the launch of its Text2Express mobile panel.

Hugh Davis, executive VP for Greenfield Online, said: “Enabling consumers to participate in the marketing research process via their mobile device is a huge step forward for the industry.

“I firmly believe that the speed and reach of this data collection methodology has the power to ultimately change the future of marketing research.”

Davis cited electronics MR specialist iSuppli, which has predicted that the number of mobile phone subscribers will reach 2.6 billion globally in 2006 and 4 billion by 2010.

Greenfield also believes wireless devices are a “natural” means of targeting surveys at young people, who are often difficult to reach via more conventional methods.

Author: Matthew Secker

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