Brandtone and TNS announce deal to boost market research

Mobile marketing company Brandtone yesterday announced a one-year partnership with market research company TNS to boost research capabilities via mobile.The partnership allows TNS access to Brandtone's database of consumers in developing and emerging markets, covering South Africa, Turkey, Russia and Brazil."Mobile is an essential way to generate accurate insights from survey research, and we have well-established capabilities across most of the world. This partnership will enable us to further develop our growing portfolio of methods to access consumer panels, particularly supporting our work with hard-to-reach consumers, including those at the base-of-the-pyramid," said Matthew Froggatt, chief development officer of TNS.For Brandstone, the deal will open up a new revenue stream as its operations continue to grow and expand across Africa, Asia and the Americas.Donald Fitzmaurice, CEO of Brandtone, said: "The scale of our databases and the agility of our mobile engagement platform will allow TNS to access hard-to-reach panelists and understand what really drives consumer behaviour and purchase decisions in these markets."The mobile marketing company has already conducted work for TNS, surveying thousands of consumers on behalf of major brands.