Major research groups GfK MRI and Nielsen have each acquired 25 per cent of Media Behavior Institute, which plans to launch a cross-media research service called USA TouchPoints.
USA TouchPoints will give advertisers new information about consumer media use, including where they are, who they’re with and the moods and emotions they’re experiencing. The programme will equip 2,000 consumers with smartphones containing a special app that records media use every half-hour. USA TouchPoints will be able to target purchasers of specific product categories and brand because its sample is drawn from respondents to MRI’s annual consumer survey.
“These investments from some of the biggest players in the international analytics business are ringing endorsements of the strategy we’ve pursued since conceiving Media Behavior Institute,” MBI CEO Jim Spaeth said.
“In today’s dynamic media environment, providing our clients an ever-greater level of understanding of how consumers watch, buy and connect anytime, anywhere and across a multitude of devices is more important than ever,” said Nielsen.