The Drum Awards for Marketing - Extended Deadline

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By Steven Raeburn, N/A

November 4, 2013 | 2 min read

McNair Ingenuity Research has unveiled what it describes as a critical tool for crisis management, utilising smartphone technology.

The research organisation, which has been undertaking marketing and social research for 80 years, said the tool was “ideal for highly reactive crisis situations such as product recalls, scandals and policy announcements where consumer sentiment needs to be quickly and accurately gauged.”

According to Campaign Brief, the app, created by McNair Ingenuity Research, uses Smartphone technology to quickly gain responses from over 1,000 opt-in members through text message.

Every member has been screened for age, location and gender, each answering one or two multiple choice questions in order to participate.

Survey results were weighted to the population of Australia using ABS census data.

"We established the Pulse Poll in response to a growing demand and gap in the marketplace for immediate, accurate and high response research results,” said Matt Balogh, managing consultant at McNair Ingenuity Research.

“It mirrors the growing popularity and consumption of mobile technology, offering an exciting new spectrum of research opportunities for clients to quickly gauge consumer sentiment and determine how best to act in a crisis situation."

McNair is also involved in overseeing computer assisted telephone interviewing and focus group work for clients.

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