Now that just about everyone has a cell phone and almost everyone sends text messages, it makes sense to use text messages for market research purposes.  We’ve found that when we conduct research using text messages, we are able to get people “in the moment.” This can be particularly useful when conducting research where we want to understand experiences or behavior.

Say we want to know more about retail shopping behavior.  We can text key questions at typical shopping times.  If participants are shopping at that moment, they might respond immediately, or just wait until they’re in the store and answer the question then.  Or we might ask people with diabetes to send a text message whenever they test their blood sugar levels.  Or have people text us when they see a certain type of ad or use a particular product.

People are unusually open and honest when they are texting.  In some cases, it seems that they forget they’re texting responses to our questions, but rather treat the messages as updates to a personal journal!  And unlike research that uses journals, participants don’t have to think back and remember what they were thinking or feeling; they typically send their text message at the moment they’re engaging in the behavior.  Texting can fit into the busiest of days.

Since the method is inexpensive, we frequently combine text message research with other research methods, such as utilizing text messaging before or after focus groups or in online bulletin board focus groups.  To discuss the best method for your research needs, give us a call at (818) 752-7210.