eDigitalResearch Technology Helps Cowes Week to Stay On Course

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For the past three years, leading digital market research specialists, eDigitalResearch has been providing the organisers of the world’s best-known sailing regatta, Cowes Week, with mobile survey feedback from competitors with suggestions on how to make improvements to the courses set each day.

2010 looks set to be a record year for the mobile survey response rates at Cowes Week. As more and more consumers embrace mobile technology, the numbers of SMS feedback replies over this summer’s event are expected to rise considerably. 2009 already saw a significant leap in mobile response rates, with the overall average number of text messages received increasing 30% over the whole week on the previous year. The method was so popular that some individual days saw nearly half of competitor’s texting through their daily evaluations.

This year will also see the return of the popular post event live net chats, monitored and hosted by eDigitalResearch with Q&A’s for Cowes week Limited’s CEO Stuart Quarrie. As before, respondents who complete the post event survey will be given the opportunity to participate in the web discussion, held in September, allowing them to interact directly with the organisers and providing Cowes Week Limited the opportunity to explore and scrutinise issues and suggestions in an easy to analyse format.

Stuart Quarrie, CEO of Cowes Week Limited explains, “This year we have been able to implement some new changes, after the quality and depth of responses we received following last year’s event and through the broad range of research methodologies that eDigitalResearch were able to provide us with. It is important that we listen to our competitors and visitors, and this year will be no exception, with the continuation of the established online survey, instant SMS mobile feedback and interactive and innovative live net chats, allowing us to engage with people on multiple levels.”

Michelle Fuller, Director of eDigitalResearch comments, “As online and mobile technology continues to dominate our everyday lives, consumers are becoming much more confident in interacting and communicating through these platforms. It is therefore only natural that we would expect Cowes Week to see a rise in response rates through these mediums, especially after the considerable increase we already saw in 2009, allowing Cowes Week to continue to strengthen the bond it already shares with the sailing community by gaining instant feedback on the courses that have been set during the week.”

About eDigitalResearch
eDigitalResearch is a leading provider of digital market research, enabling customers’ to make critical business decisions with the benefit of comprehensive consumer insight and informed direction. eDigitalResearch possesses a unique combination of research expertise, marketing background, web technology and knowledge of the cross-channel consumer. As well as providing invaluable research data, the modules of its fully integrated research system - ratings, surveys, panels, communities and forums - can combine to provide holistic analytics and essential market-leading insight. This gives our clients the power, confidence and backup to make crucial decisions on key aspects of their business including product range, marketing, customer service, supply chain, even basic positioning. For further information, please visit: http://www.edigitalresearch.com

About Cowes Week
Cowes Week is one of the longest running events in UK sporting history having first taken place in 1826.
Cowes Week is an inclusive, aspirational sailing regatta; the largest of its kind in the world.
Cowes Week attracts up to 1,000 yachts in around 40 classes, and 8,500 competitors ranging from weekend sailors through to Olympic medallists and World Champions.
Cowes Week has a lively festival atmosphere ashore with a broad range of social activities that provide an exciting and varied “après-sail” programme.
The official event website for all the latest news and information is: http://www.cowesweek.co.uk
Follow Cowes Week on Twitter at: http://www.twitter.com/cowes_week and become a member of the Cowes Week group on Facebook at:
http://en-gb.facebook.com/pages/Cowes-Week/111897875494281
2010 regatta dates: 31 July to 7 August
2011 regatta dates: 6 to 13 August
2012 regatta dates: 11 to 18 August

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LISA BONCZYK
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