Mobile Behavior: an Omnicom Group Company

While some movie theatre owners are taking steps to jam cell phone reception, Universal Theatres is embracing mobile technology. With a little help from Kapow they are using a SMS response system to help test out trailers and gauge audience response during screenings. Questions can be asked during certain parts of a movie to gather an accurate representation as viewers can answer while what they see is top of mind.

This mobile focus group is much like Matt Killingsworth's Track Your Happiness, which sends out various questions involving a user's current mood. The end result is a clear picture of when, where, and why a user is most or least happy. Both Track Your Happiness and Universal Theatres' response system benefit from this in-the-moment context, immediacy, and use of the already popular medium of text messaging. Companies that embrace this form of speedy customer feedback will have a clear competitive advantage in gathering more accurate data and improving their product.

[via @jliuzzo]