Nielsen goes mobile with cell phone survey panel
Nielsen Entertainment is building a panel of consumers to take part in surveys delivered through mobile phones.
The panel will serve as a resource through which the agency's mobile division can provide custom research services.
Mobile marketing agency Enpocket has been appointed to manage the panel and to supply the technology to distribute surveys in a text message format.
The first test of the system will be through Nielsen's partnership with MovieTickets.com, an online box-office service.
The two companies revealed plans in January to begin surveying MovieTickets.com customers on the reasons behind their movie choices and how they rate films they have seen.
Using the text message-based polling system, Nielsen will target surveys at moviegoers at specific times: before a screening starts, for example, or after a film has finished.
• While mobile phones are shaping up to be a valuable survey tool for Nielsen, a new report out today by the Pew Research Center in America looks at the challenges facing pollsters as more and more Americans ditch landline telephones to become cell phone-only households.
Click here to read a detailed summary of the report.