SOURCE: MarketTools, Inc.

September 25, 2006 08:00 ET

MarketTools® Mobile Gives Marketers and Researchers First Fully-Integrated Mobile Research Solution to Get Consumer Feedback Anytime, Anywhere

Warner Bros. Pictures and MarketTools Recognized for Mobile Movie Survey Study as EXPLOR Award Finalists

SAN FRANCISCO, CA -- (MARKET WIRE) -- September 25, 2006 -- MarketTools, the defining provider of on-demand market research, today announced MarketTools Mobile, the first fully-integrated market intelligence solution that lets marketers use the mobile phone as a live data collection tool and a valuable extension of their research strategies. MarketTools Mobile is the only mobile research solution that covers all aspects of gathering feedback -- from recruiting mobile survey panelists, to designing and deploying the survey, to seeing the data in real-time through a web-based portal. By leveraging the growing ubiquity of mobile phones and the expanding capability of wireless applications, MarketTools gives researchers, marketers and advertisers the ability to reach consumers more quickly and conveniently, and to capture feedback at the moment they're evaluating or engaging with brands, products and services.

Mobile Surveys - A Convenient Way to Gather Immediate Feedback

Mobile surveys are a natural extension of online survey techniques that now account for nearly 40% of all quantitative research in the United States. According to The GSM Association (GSMA), there are nearly 2.5 billion wireless subscribers worldwide, meaning companies now have a viable option for providing surveys to consumer audiences via mobile devices. In a survey conducted with more than 400 consumers, MarketTools found that more than 80% of respondents want to give their opinions from mobile devices on topics such as shopping, trial product usage, or mobile phones themselves. Additional high interest areas include movie evaluations and television programming. The primary benefit of taking surveys on mobile phones cited by consumers was "being able to take surveys anytime, anywhere" plus "ease and convenience."

"In this era of mass participation, we believe consumers are not only ready, but are eager to participate in giving feedback via their mobile devices," said Amal Johnson, MarketTools' Chief Executive Officer. "MarketTools is again leading the way in delivering capabilities that empower marketers and researchers to more efficiently gain new levels of insight. In the same way that MarketTools first made it possible for individuals to easily create and field surveys via the Web, MarketTools Mobile is now making it possible for marketers and researchers to connect with consumers directly and immediately via their mobile devices."

Warner Bros. Pictures Tests Mobile Survey on Weekend Theater Audiences

After confronting the limitations of existing research methodologies, Warner Bros. Pictures partnered with MarketTools to explore mobile's potential to improve the way movie audiences provide feedback. Warner Bros. Pictures trialed deploying movie exit surveys via mobile technology with opening-weekend theater audiences. The test successfully demonstrated solid consumer acceptance of mobile market research surveys across a broad range of demographics. After submitting the test case study to American Marketing Association's (AMA) prestigious 2006 EXPLOR award, both companies were recognized as finalists on September 13, 2006.

According to AMA judge and sponsor Chuck Miller of DMS Research, MarketTools and Warner Bros. Pictures were chosen as finalists "because of the innovative nature of mobile interviewing. As mobile devices evolve and penetration increases, this platform for interacting with respondents becomes increasingly important to researchers and marketers wanting point-in-time feedback."

How MarketTools Mobile Works

MarketTools makes survey-taking easy for consumers by leveraging familiar text messaging and mobile Internet technologies to connect them to an interactive survey on their mobile devices. For researchers and marketers, MarketTools ensures survey answers filter quickly through an intuitive real-time reporting application so they can view up-to-the-second results. The two kinds of survey options include:

--  MarketTools Mobile Outbound - allows companies to reach select
    panelists from MarketTools' ZoomPanel Mobile (a nationally representative
    sample of mobile users who have agreed to take surveys from their mobile
    devices) by sending a text message directly to the panelists, which links
    to a survey on their mobile devices.
    
--  MarketTools Mobile Inbound - prompts consumers in stores to take a
    survey at the "point of sale" by sending a text message to a pre-defined
    short code. The text message received by MarketTools Mobile Inbound
    responds with another text message that links consumers directly to the
    survey on their mobile devices.
    
Mobile survey-taking can be more effective than traditional survey-taking methods especially when companies need immediacy in their data gathering and want to capture consumer feedback while it is fresh in their minds. For example, mobile surveys can query consumers at the point of sale about special in-store promotions; investigate the impact of the store environment while consumers are still in the store; and capture immediate impressions about live or recorded performances. This proactive and timely approach allows researchers to intercept consumers at the moment when they are most involved with a product or service to understand key drivers that affect their buying decisions without outside biases influencing their feedback.

Availability

MarketTools Mobile is available now. For additional details visit www.markettools.com or call 415-957-2243.

About MarketTools

MarketTools is the defining provider of on-demand market research, giving companies and individuals the ability to continuously understand their target customers through innovative approaches based on advanced technology, research expertise, global market reach and an online panel community of over 2.5 million individuals worldwide. Through Zoomerang™, the pioneer in online surveys, MarketTools also provides the leading self-service platform and services for fast feedback. MarketTools' full range of research applications and services provide organizations from Fortune 500 companies to small businesses and non-profits with unique access to their target markets to uncover unmet needs, reduce time to market and capture market share. Learn more at www.markettools.com and www.zoomerang.com.

Contact Information

  • MarketTools Media Contact:
    Rebekah Mitchell
    415.933.6253
    Email Contact