‘How mobile research can unlock new opportunities for brands, consumers’
The Managing Director of TNS RMS, Thomas Walker, has said that mobile platforms, as new ways of conducting market research, can unlock new doors and possibilities for the research industry and for clients.
Walker stated this in Lagos last week to announce his company’s partnership with GeoPoll, a mobile survey platform. According to him, the partnership became important because the industry was changing and the traditional techniques for research were no longer good enough.
He also noted that the coming together of the two companies would drive innovation, leadership and would translate to great value for clients who are looking for faster, efficient and effective way of reaching consumers.
As he noted, “With the rapid market competition, forces and dynamism, most consumers cannot recollect what they did last week.
But with the mobile platform, we ask what are you doing at the moment and that’s what our clients want to know. They want to know which brand is being chosen in that situation and context and what they can do to influence the actions in the market segment. This now solidifies that we have the strategy and are driving the right innovation in the industry.”
On his part, Chief Executive Officer of GeoPoll, James Eberhard, said the partnership will enjoy the speed that they bring into conducting research through the mobile platform while TNS would bring its talent, expertise and reach across the continent which drives information to people’s hands much quicker.
This helps companies make decisions more effectively and saves time and money”. Walker noted that market research was picking up in Africa, as they are getting a lot of inquiries outside Nigeria, adding, “Now the competition is really here. I’m not surprised that Nigeria is on the map”.