SINGAPORE – Millward Brown, a global leader in brand, media and communications research has deployed a range of mobile solutions allowing savvy clients access to consumer opinions in real-time. In order to leverage the consumer shift to mobile, solutions that cater to a number of marketing needs including improving customers’ retail experience, ad testing and creative development, refining media decision making, and monitoring campaign performance, will be available to clients.
Leveraging a network of strategic partnerships with mobile specialists, Millward Brown is the first major market research provider to deploy mobile solutions on a global scale for its clients, enabling faster delivery of insights to marketers and making traditional research challenges such a poor or subjective recall a thing of the past.
Yee Mei Chan, Regional Director – Tracking (Africa, Middle East & Asia Pacific), Millward Brown commented, “The mobile platform is a game changer in market research, bringing greater speed, accuracy, and flexibility to consumer studies and helping the industry to keep pace with consumers. Several of our pioneering clients, who are renowned for their consumer-centric marketing, have already started to go mobile with their research. For example, Nestle recently adopted a mobile-enabled solution for communications tracking in the region and Unilever is about to begin ad testing on mobile.”
According to eMarketer, by the end of 2014, total global mobile phone users are expected to reach 4.55 billion, of which 1.75 billion will be smartphone users. In addition, Millward Brown’s recently released 2014 AdReaction Report found that smartphones are now the most used screen globally, with users spending an average of 147 minutes a day on their smartphones. Also conducted entirely on mobile, the 2014 iteration of AdReaction surveyed more than 12,000 multiscreen users in 30 countries to judge their receptiveness to advertising across multiple screens including mobile.
Mobile plays an important role in helping marketers garner an understanding of consumer behaviour and intentions and Millward Brown’s current solutions span four key areas:
· Retail Experience: Allows marketers to benchmark the consumers’ retail experience across stores and gain in-the-moment feedback on what consumers see and encounter in-store
· Creative Effectiveness: Allows marketers to get consumer input during early stages of campaign development, using the dynamics of social media networking and get an accurate and validated evaluation of how ads will perform
· In-market Performance: Allows marketers to discover how marketing activities impact the brand and what consumers think of an ad campaign as it goes live
· Media Optimization: Enables marketers to make better media decisions by understanding and measuring consumers’ exposure to the brand’s marketing messages across platforms
“Millward Brown works with 90% of the top 100 most valuable brands in the world and innovative and timely solutions such as mobile data collection will help clients continue to grow great brands,” said Nichola Rastrick, Managing Director – Southeast Asia, Millward Brown. “Consumers are on mobile in almost every way possible – searching, shopping, and sharing. That’s where market research needs to be too.”
Millward Brown’s latest mobile research solutions were showcased at an event on Wednesday 23rd April 2014 at ION Sky in Singapore from 6.30pm-8.30pm where attendees had the opportunity to interact with the different solutions and catch a glimpse of how mobile is helping transform market research.
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