Millward Brown has made available a range of mobile solutions allowing 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.
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 Optimisation: Enables marketers to make better media decisions by understanding and measuring consumers’ exposure to the brand’s marketing messages across platforms
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.”
She added that several of the agency’s clients such as Nestle and Unilever have already started to go mobile with their research.