Research companies such as Arbitron face an increasingly uphill climb to get younger consumers to participate in research surveys and panels. To improve compliance among 18-to34-year-old
participants in its portable people meter service, Arbitron is offering them a user-controlled, Web-based, telephone wakeup and reminder service.
Called the PPM VIP Service, the service
gives panelists access to a password-protected Web page, where they sign up for customized alerts on up to five phone numbers.
Arbitron thinks the service will be more effective than
using money as an incentive. If the new concept plays out, Arbitron plans to add new features to the service and expand it to numerous PPM markets.
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