The Old... and the New: The Great British Royal Wedding
Ipsos and Techneos combined traditional polling, social listening and a smartphone application to provide a compelling 360-degree view Brit's experiience of the Royal Wedding between Prince William and Kate Middleton.
This paper describes a multi-modal research study carried out by Ipsos and Techneos during the run-up to, and over the weekend of, The Royal wedding.
We show how the findings from combining traditional opinion polling, online social listening and mobile application research helped us get closer to a “360 degree view” as to what was happening during the last two weeks of April 2011.
We reflect on our experience of “putting respondents to work” using a mobile app, and its place within the context of other research methods.
Finally, we reflect on the lessons learned, and set out some thoughts as to how these approaches could be developed and applied in different settings.
