On September 5th JMI conducted its first wireless tracking survey at a major sports event, the Japan vs Honduras soccer international. The match was held at Miyagi stadium in Sendai and was attended by 45,000 fans.
Fans were invited to log-on to a mobile phone URL and complete a 15-question survey concerning a soccer related promotion by a sponsor. Three choices were provided for accessing the survey site: typing the URL, scanning a bar code or having their phones "jabbed" by a JMI recruiter using a device that automatically places the survey on to the phone (below).
The URL received 1,000 hits and achieved a completion rate of 33%. Of the fans that completed all 15 questions in the survey, over 95% were willing to be contacted for future sports surveys.
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Young fan receives survey via JMI's "jabber" |
In addition, most of the completes were received by the end of day of game itself.
According to JMI manager Flavio Souza "this mobile tracking survey shows the power of m-research for both reaching highly targeted samples at specific locations and for building panels".
Previous wireless surveys have included customer satisfaction for restaurants and callbacks at the end of CLT tests.
For more information regarding location-specific m-research please contact: Contact Us
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