Lightspeed launches cell phone pilot panel in UK
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Lightspeed Research has launched a pilot cell phone panel in the UK, to try to engage younger respondents in mobile phone-based surveys.
Lightspeed CEO Anne Hedde told Research: “Younger market research respondents are not really that engaged via email in a lot of instances so we are trying to be creative about the way that we reach them.
The panel is launching in the UK, and testing is also being done in France and Germany.
Hedde said: “The 16–24 age group is very hard to reach in online panels. Response rates are lower and attrition rates are higher. So we are testing what incentives and engagement strategies are relevant.”
She said the new panel is currently a test project, expected to last around three months, and is not yet on offer to clients. “We have to do this correctly and with rigour. You have to determine whether the change in platform will actually change the data,” she said.
Author: Robert Bain
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