Mobile messaging is the way we stay in touch today. We’re hooked on technologies like WhatsApp and Messenger, and they've become our primary way of managing our relationships and staying in touch with each other.

Up until now, though, the market research industry has failed to get in step with our chat messaging reality. But we might be on the brink of change.
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Right now, there is a tremendous gap between consumer reality and the ways in which businesses communicate. Last year 95% of researchers worldwide used static online surveys as their main source of survey data. Researchers are used to it and over time it has become an intractable habit – the way they’ve always done it. In a mobile world, that doesn’t make sense. Consider this: the same-day response rate for messaging is an amazing 98%. Compare that to email, which has an average click-through rate of just 3.4%.
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Convenience trumps pretty much anything when it comes to communication. The world has shifted, and we’ve become used to conversational interfaces and on-the-go availability. Stats prove it: messaging apps are five times more engaging than any other type of online application.

Chat messaging allows communication to be shorter, ongoing and more visual. It’s perfect for market research – instead of long and boring surveys, it is designed to be pain-free for the consumer, and allows businesses to make ongoing, sustainable connections with their customers.

Upinion’s software enables mobile chat messaging to be used for market research. It is only a matter of time before this becomes the more effective, relevant and cost-effective method to replace the traditional one-off survey. Embracing chat messaging technology is an opportunity to break away from the pack and to truly revolutionise the industry.