News - 2014

10:00 Friday 2 Aug 2013 Instant text feedback helps Aberdeen Asset Management Cowes Week stay on course in 2013

eDigitalResearch are once again providing the mobile research facilities to help Cowes Week Limited (CWL) improve the event experience “in the moment” and help make this year’s regatta the most successful yet.

The leading market research specialists will be providing competitors with the chance to have their say on the day’s races for the sixth year running with their sophisticated SMS survey, designed specifically to gain immediate feedback. Once across the finish line, competitors will be invited to rate the course raced that day, allowing the organisers to evaluate the feedback on a daily basis and make improvements based on this throughout the week.

This year eDigitalResearch are expecting their best response rates yet. As the popularity of smartphones and mobile devices continues to develop (eDigitalResearch’s latest consumer tracking shows that 60% of UK adults now own a smartphone), more competitors than ever before will have the opportunity to have their say. Last year saw a significant leap in the number of people texting through their feedback on the courses – some individual days saw over half of all competitors sending through their daily evaluations.

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “At eDigitalResearch we understand the importance of listening to what customers want there and then, offering them the chance to give their own feedback in their own words. By undertaking SMS mobile surveys, Aberdeen Asset Management Cowes Week are embracing insight across the board that allows them to continue to improve the event year on year and remain the world’s most popular sailing event”.

Stuart Quarrie, CWL CEO, explains, “As mobile technology continues to develop, we are seeing increased response rates from our competitors which is great for securing instant feedback on the courses we set each day, helping us to improve this vital part of our regatta”.

The regatta gets underway tomorrow!