The Management of Messaging Opportunities – An Examination of Message Contents and Format Choice

This research project examines the increasing availability of messaging options and the reasons behind the choice of individual options and the relationship of that choice to both content and context.  For instance, why choose voice over SMS or MMS when all three are equally available?  Or again, why choose email rather than instant messaging or even chatroom options?  An additional factor is the proliferation of messaging options via diverse technologies and channels, i.e. email over iTV, PC or mobile.  In addition to ‘send’ messaging options and understanding choice, there are also a number of significant questions regarding our availability to ‘receive’ messages from third parties.  Are certain options more personal than others?  Does an unsolicited message have greater or lesser impact dependent upon channel?  Given the diversity of options and the increasing frequency of message use it is essential that we gain a deeper insight into the psychology and behaviour involved in these processes.

The research will draw together existing research materials on an international basis in addition to new empirical research.  The empirical methodology will combine qualitative and quantitative techniques.  The qualitative work will involve a series of depth interviews followed by focus groups.  The quantitative work will take the form of a telephone based quali-quant, a series of open recorded responses and closed rated questions.  The sample size of this element will be 1,000 respondents.  The detailed elements will be further defined based on range of sponsors and sponsors’ requirements.

The output from the research will be a short workshop based on a Powerpoint presentation.  In addition, there will be a publicly available headline research report.

For more information, please enter your details below or telephone Teleconomy on +44(0)1524 382000: