News

Vendor touts touchscreen as method for surveying customers

August 10, 2003

PHOENIX, Ariz. -- Diatouchis trying to corner the market on using kiosks with touchscreens for marketing research.

Jakob and Elizabeth Scherer, founders of Diatouch, believe that their survey software and touchscreen kiosks provide an effective way for non-profit groups, health care organizations, museums and companies to measure customer preferences, according to a report in the Arizona Business Gazette.

"You want to catch them while they're still there," Elizabeth Scherer said in the report. "If you try mailing a survey after a visit, nobody bothers to send it back."

Jakob Scherer designed the Digivey software installed in the kiosks, which incorporate a 12-inch or 15-inch LCD display screen. Users indicate their answers by touching the screen. The surveys take an average of 90 seconds.

The Tucson Children's Museum gave Diatouch a three-month trial in January, when it unveiled a traveling photography exhibit, the report said. Marketing director Peggy Solis had the kiosk installed in the museum lobby and created separate surveys for children and their adult companions.

"Other than a suggestion box, we didn't have a system in place to gather information from our visitors," Solis said in the report. "Most parents don't want to sit down and fill out a (written) survey; they need to be able to watch their kids."

The kiosk eliminates the distraction of writing for the grown-ups, and the children enjoy the touchscreen, which allows them to easily answer questions. The museum asked the kids about 10 questions and the adult group between 15 and 20 questions. Questions are kept simple: why are you visiting the museum? Is this your first visit? What exhibits did you enjoy the most?

About 1,000 children and parents completed the surveys during the trial. The museum ultimately purchased the $2,900 kiosk, using grant money from the Arizona Community Foundation.

Diatouch will also be prominent at the Arizona Hospitality Expo in October at Phoenix Civic Plaza. Show director Britt Kimball will rent four kiosks and place them throughout the exhibit floor.

Kimball created a brief survey asking people which events they attended, along with their likes and dislikes.