Ralph Risk, marketing manager, Europe, said: "The real benefit of the service is in capturing the consumer response at a particular moment. With an online survey, you are reliant on people's recollection of the event afterwards. The ability to collect images also adds an extra depth to a survey - you could, for example, ask people to take a picture of what's in their fridge."
Surveys deliver a WAP link to consumer samples, who then visit a site where up to eight questions can be asked in one go, unlike SMS-based surveys where only one question at a time is possible.
Mobile surveys are available in the UK first, and will be rolled out the US and Europe this year. A panel of 25,000 is available for surveys.
The Lightspeed mobile panel was trialled in the UK, Australia and the US. A trial during the Champions League final received 60 per cent of completed surveys during the half-time break, and 90 per cent within an hour of going live.
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