MTN Partners CMRG, Terragon, Billaway to Unveil MTN Smart Survey for Enterprise
Leading ICT company, MTN Nigeria yesterday reaffirmed its leadership of the industry as the company unveiled a new B2B product, MTN Smart Survey to the admiration of the professionals and critical stakeholders in the marketing communications and Fast Moving Consumers Goods (FMCG) segments of the industry.
The new product provides a mobile platform for the marketers, research/ advertising agencies to conduct and administer targeted surveys to subscribers on the network based on a predetermined profile informed largely by survey objectives.
According to Adedamola Ibironke, Manager- Product Management, Enterprise Business Unit, MTN, surveys are delivered through the USSD channel to subscribers that have been profiled based on specific attributes such as age, gender and location among others.
Justifying the introduction of the product, Adedamola sees the need to create a channel for ubiquitous access to deliver surveys. According to him, the conventional method in which you get people to get on the streets , look for respondents to fill survey questionnaires especially for small run needs is cumbersome and wastes a lot of time, energy and human resources.
According to the MTN Manager, Product Management “We are saying, give us the survey, not just us, we are working with a licensed research agency to understand the requirements, to develop the right questions, the right answers to be able to meet your survey objectives. So with that, we go and deploy to our profiled customer base”.
Although the product is branded MTN Smart Survey but the telecoms company is not alone in this highly applauded revolutionary development. The telecom giant riding on its enviable platform, provides leadership and unequal database 60 million+ individuals of diverse social economy class, age, demography etc. Also in the team as partners are -Communication and Marketing Research Group, CMRG, a Nigerian foremost marketing research company of global standard; Terragon , and Billaway, a US based technology provider.
Making his presentation at the event, Lanre Fasakin, CEO, CMRG explained that the highly competitive and complex business landscape has made it necessary for the brand owners/ marketers to work closely with their customers. “They need to understand with laser precision what their customers are thinking about their products, get the right insight and make data driven decisions”, he said.
The challenge sometimes, however, according the CMRG CEO, is where to start and how to go about it in a cost effective way to achieve the best result. With this in mind, the new MTN Smart survey is consciously designed to provide the best in dipstick surveys, customer feedback, Polls, Focus Sessions and re-validation of surveys conducted previously.
All these, Lanre noted are provided with low administration cost, quicker response rate, access to a large profiled customer base; and the end report is not only downloadable but the survey response analysis per selected attribute and a graphical representation of the report are ready to use. This is possible because the project team made up of experts works with interested client in designing the 7 questions that would address the brand’s challenge within the 3 minutes a respondent has to answer the survey.
To satisfy legal requirements and ensure the product does not run afoul of the law of customer privacy, MTN as the team lead promises to ensure that all targets for surveys are not on the “Do not Disturb” (DND) list. This is to say that a respondent has to willingly opt in by dialing *6021# and provide necessary information to register take part in a survey. It is only after this due process that a survey can be targeted at subscriber. He also has the latitude to opt out anytime. However, each time a respondent completes a survey he or she is rewarded with N100 airtime as incentive.
The respondents in the MTN Smart Survey can use any phone including the feature phone (palasa in Yoruba parlance), the survey is not dependent on internet connection which translates that the survey can take place in the remotest area of the country as it runs on USSD.
The audience which cuts across research agencies, marketers from a key FMCG organisations welcome the introduction on the strength of its vast database, profound partnership; cost effectiveness – N200 to be split apiece between the partners on one hand and the respondent on the other; quick turnaround time and downloadable ready to use result among others factors.