Millward Brown extends mobile research strategy to Africa, Middle East
Millward Brown, a research agency and an expert in effective advertising, marketing communications, media and brand equity research, has embraced mobile research as part of its regional mobile data collection strategy in Africa and the Middle East.
Charles Foster, Millward Brown managing director for Africa and Middle East at
This mobile research strategy places Millward Brown at the vanguard of a mobile revolution that will deliver surveys directly to consumers’ mobile phones. The firm said it has developed new software to work on mobile and has partnered with a mobile panel specialist, in order to provide an integrated solution to its clients that exploit the benefits of the mobile platform such as speed, cost and data accuracy.
Charles Foster, the managing director for Africa and Middle East at Millward Brown, said: “Market research must adapt to meet clients’ needs for faster feedback on brands and marketing activities. As we become a more mobile-based world, what better way to engage with consumers than by delivering surveys directly to their mobile devices? It makes research in emerging markets, fast, accurate, affordable and accessible. At Millward Brown in Africa and the Middle East, we are at the forefront of mobile development work worldwide and South Africa has been appointed as a hub for our core mobile work”.
“Tracking studies in Saudi Arabia and Tanzania have already migrated onto the mobile platform targeting consumers with both feature phones and smart phones. Many more clients are actively considering the shift to mobile and have found that the mobile data collection methodology can be adapted for brand equity, tracking, ad testing as well as numerous other ad-hoc applications such as instore and sponsorship evaluations, geo-tagged location based research and time critical campaign evaluations – unlocking whole new opportunities for our clients,” he added.
In Asia, Millward Brown recently announced that Nestlé Malaysia has already adopted a mobile-enabled solution and has migrated a brand and communications tracker onto mobile. Khoo Kar Khoon, communications director for Nestlé Products Malaysia, said: “We were really pleased with the results of the pilot study. The benefits in speed and data quality were instrumental in our decision to move forward, and we expect even greater efficiencies over time. We’re keen to explore mobile in more of our research where relevant”.