One of the first examples to demonstrate how Mobenzi can be used in a commercial context will be through the launch of a new vertical solution for researchers called SMS Insight.
Traditionally, when it comes to gathering data via SMS, researchers have two rather ungainly options if they wish to collect anything more than the simplest one word response:
- Require that respondents structure their feedback in some way (e.g. comma delimited) or;
- Solicit answers one SMS at a time, with responses still needing to be confined to a reasonably limited vocabulary.
But what if you could ask a question (or several questions) in an advert, SMS or display and allow respondents to answer in free text – but still be able to analyse the data using quantitative techniques? That’s precisely what SMS Insight offers: the ability to derive structured results from free text responses. Here’s how:
1. Pose the question
Your message can be communicated via SMS, on TV or radio, in print ads or outdoor displays, on product packaging etc.
e.g. An advert asks: “What would you change about our company? SMS your name with your ideas to 35xxx”
2. Solicit feedback in plain text
Respondents simply reply via SMS – in their own words – with no fixed formats, keywords or codes required.
e.g. “I wish your staff would be more friendly. Niki”
3. Use human intelligence to crunch the responses
Our panel of mobile workers use their innate human ability to structure, classify and quantify each response by answering simple questions based on your exact analysis requirements.
e.g. “Is the response about our products, prices or service?”; “What is the respondent’s name and if possible, their gender?”
4. Integrate and act on the results
What was once raw, unusable SMS data is transformed into rich, structured information that can be used to inform business strategy, evaluate performance and identify opportunities.
e.g. “14% Products, 12% Price, 74% Service”
Interested in conducting research using SMS Insight? Please get in touch with us to discuss your requirements.