Digital Marketing Services, Dallas, has completed its first year of pilot-testing a program for market research on America Online that invites users of the online service to respond to survey questions in exchange for free online time. Over the past year, 30,000 people completed interviews as part of 33 different survey programs. Marketers including Nickelodeon, IBM Corp., Procter & Gamble and Bank of America used the service for testing. The year-old company, established by AOL and M/A/R/C Group, will now offer an area called Reward Town for AOL members that offers rewards and incentives to users who participated in the surveys.
Copyright September 1996 Crain Communications Inc.