Consumers with "good resources" - young, urban and highly mobile - as well as active decision-makers are becoming increasingly important targets for communication. And increasingly difficult to get hold of. With a new web-based tool called Wireless Opinion CAMI Wireless Opinion aims to make life simpler for all companies involved in market research.

Wireless market research in real-time will be a key factor for successful businesses. Lena Vogelius, MD of Wireless Opinion, is convinced about this.
The company has developed a technical platform for this purpose in the field of CAMI Solutions (Computer Aided Mobile Interviewing).
Via mobile networks, the questions are sent with SMS, WAP or wireless PDA.
"The frequency of response is often around 80% from panels where the questions are asked via SMS," states Lena Vogelius, referring to several studies which Wireless Opinion has carried out on some 20 geographical markets.

Results in real time
The response time is usually just a few hours, and this means that you get measurable results in real time. Not weeks or months later, which can be decisive for the way a company acts.

Lena Vogelius gives an example from her own company.
"We have just completed a CAMI study measuring the daily reach of the country's daily newspapers, on behalf of the Swedish Newspaper Publishers' Association. We used a panel of 2,000 people, a "Sweden in miniature", from the ages of 18 to 72. We asked one question every day via SMS. 8 out of 10 people answered quickly, and this provides incredibly valuable knowledge both for the newspapers' editorial teams and for the companies that advertise in them.
Knowledge about the target group's behaviour and buying habits is a perishable commodity which has to be updated in order to be relevant for the decision-making process.
"The tool is not only making market research interactive and more cost-effective - it is creating entirely new business opportunities for the future. Examples include gauging political party allegiance in real time during ongoing TV debates ahead of parliamentary elections," maintains Lena Vogelius.

Long experience
Many of the employees at Wireless Opinion have long experience in the industry, including at SIFO Research & Consulting and the Gallup Institute.
The business concept was originally to conduct market research via the Internet, which was quickly shifted to the mobile telephone.
The potential is reported to be enormous. Around 70% of Finland's inhabitants have a mobile phone, for instance.

Around 30% only have a mobile - in other words they do not possess a landline, and this figure is more or less as high in Sweden.
This creates difficulties for research institutes when they want to contact a representative selection by means of telephone interviews, for example. In Africa, there are now more mobile subscribers than landline subscribers, and there will be three times as many next year if developments continue as they have to date. This trend is being repeated in many countries, especially in Eastern Europe.

Caption:
Lena Vogelius is the MD of Wireless Opinion. She has long experience of working with wireless market research, both in
Sweden and internationally.She is now launching a web-based tool for market research.

Facts
Licensees gain access to a web-based tool with functions which design, implement and analyse the studies. These are followed up in real time and create reports, which are then compiled automatically. Via Wireless Opinion's server, questions can be sent out and answers received from just about any mobile GSM network in the world.
Wireless Opinion is a member of ESOMAR - The World Association of Research Professionals. Examples of international customers include Nokia, Microsoft, Vodafone and Research International.

For further information, please contact:
Helena Blomster, Wireless Opinion
Campus Gräsvik 2,
SE-371 75 Karlskrona, Sweden
+46 (0)455 37 97 40
+46 (0)733 633 281
helena.blomster@wirelessopinion.com
www.wirelessopinion.com