Roundpoint partners with Opinium to enable mobile research

Roundpoint and Opinium have formed a partnership to allow Opinium to capture real-time, in-location and in the moment feedback from their mobile phone community panel. Opinium uses Roundpoint's mobile web and text survey platform, Engage to help provide its clients with immediate insights into the performance of brands at the moment they come into contact with consumers.

Opinium Mobile allows respondents to reply to surveys via both the SMS or mobile web. If required, results can be delivered to the client within four hours, enabling them to respond directly to any findings that may arise.

As mobile phones have become an everyday essential that are constantly checked by users, response rates are higher than other research methods, with the majority replying within 5 minutes of launching the survey. The new platform will capitalise upon their popularity in the youth market, allowing companies to survey more 16-25 year olds than usual, a particularly hard to reach audience.

The Engage platform will compliment Opinium's other market research capabilities, providing 'in the moment' analysis to enrich its overall approach. The real benefit of Engage is the ability to extract live and immediate insight whilst consumers are experiencing the actual event, advert or in-store customer experience.

To demonstrate the effectiveness of Engage, Opinium conducted a small survey during the Wimbledon semi-final between Andy Murray and Rafael Nadal.

Response rates for the research were encouragingly high with between 59% and 70% of respondents replying to the questions. Given the number of questions was small, response rates remained consistent throughout the survey.

Says James Endersby, Managing Director, "Opinium is really pleased to be working with Roundpoint on this new, innovative offering. We're constantly looking to develop new products to ensure our clients get the best results possible. With mobile phones now a life essential, mobile research has come of age, giving us the ability to extract real time insight whilst consumers are on the move and in the moment. This will empower marketers with the tools to be able to engage with consumers at the exact moment they come into contact with their brand."