More SMS answers for Skandia Cowes Week

After racing mobile surveys to again feature at regatta

Monday June 23rd 2008, Author: Peta Stuart-Hunt, Location: United Kingdom
Following the success of last year’s trial, Skandia Cowes Week 2008 (2-9 August) will be using mobile SMS survey technology from digital market research specialist, eDigitalResearch, to gain instant feedback from its 8,500 competitors to improve the quality of racing.

Last year, over a third of the competitors opted to receive the SMS questionnaire which involved texting their opinions on the quality of the course, the accuracy of weather forecasts and the standard of stewarding at the end of each day. This year, Cowes Week Ltd will be using the technology to action feedback quickly in order to improve the quality of its courses and the ways its races are managed.

Stuart Quarrie, CEO of Cowes Week Ltd, comments: “The instant responses to the SMS surveys mean that we can use the feedback to help shape the next day’s racing. Hosting one of the largest sailing regattas in the World, we take pride in listening to our sailing community in order to improve our event. Previous methods of obtaining feedback have allowed us to make annual improvements, while the SMS surveys allows a day-by-day improvement.”

All responses are collated using bespoke software developed by eDigitalResearch. Sailors are given a deadline of 8pm each day to respond. The system is able to process information from any mobile phone in real-time, with each response triggering the next question. This means that data correlation is instant and a report can be sent to event organisers with immediate effect.

Chris Russell, eDigitalResearch Director, comments: “SMS provides a fantastic way of creating snap polls and getting instant feedback on some key measures. We had a great response rate last year at Skandia Cowes Week and we expect two thirds of respondents to reply within an hour at this year’s event. It’s a great addition to our research tool kit as mobile devices are ubiquitous and the mobile Internet is really beginning to take off.”

eDigitalResearch has a long standing association with Skandia Cowes Week and has been an official supplier to the event for the last six years.

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