NEWS5 July 2010

Vodafone Romania introduces SMS-based survey tool

Europe Technology

ROMANIA— Vodafone has added an SMS-based research offering to its AdPlus mobile advertising service in Romania, allowing advertisers to poll subscribers of the mobile phone network with an average of six questions per survey.

Working with Brennan Research & Consultants, Vodafone fielded a demonstration of the tool with a survey of fan expectations for the football World Cup.

That survey had a sample of 2,700 individuals and a reported response rate of 8%. This is in keeping with the 5–12% response rate range seen in other SMS surveys Vodafone has conducted, according to a statement.

Vodafone plans to work with other research agencies to offer access to the survey tool to their clients.