New possibilities as TNS engages Geopoll in mobile research
Business concerns, now more than ever before, think technology as it has become a pivot for business operations. In the research industry, key trend for market research is technology – mobile phones, employed in gathering real time data from target audience, a paradigm ship from other methods. This new trend is quicker, more accurate, and perhaps more cost effective than any other method of data collection.
Deployment of the innovation in market research assists clients to receive results of market situation faster and accurately which would make them take decisions on product production, packaging, and distribution or adjust their marketing strategies quickly.
This is exactly what the WPP sister agencies, TNS and Kantar Media have in mind, to assist clients move faster in fast changing economies especially those in Africa, as it recently deepened its mobile research method by partnering with emerging markets mobile survey platform GeoPoll, to deploy a new range of research products and services across Africa including mobile phone research method.
Geopoll, an American firm, with offices around the world gathers real time data through mobile phones from a network of more than 200 million users in emerging markets. In the past two years the company is said to have expanded its services in Africa, opening an office in Nairobi, Kenya, and increasing its presence in South Africa, Ghana and Nigeria.
Under their partnership, Thomas Walker, the CEO of TNS in Nigeria explained that his firm will use GeoPoll’s platform and database to conduct mobile research projects across the continent, while GeoPoll will become the exclusive provider of mobile sample using its platform in key countries. In addition, the WPP firms will work with GeoPoll to expand its Media Measurement Service in certain countries in Sub Saharan Africa.
The partnership will also create collaboration on media measurement services. “TNS and Kantar Media will work with GeoPoll to expand its Media Measurement Service in selected countries within Sub Saharan Africa, providing support in the areas of media planning software, sampling and weighting expertise”
Thomas told BusinessDay that the collaboration brings the best of both organizations as Geopoll has a world class data base across the continent and TNS is the foremost market research consultancy firm.
“Mobile phone is the gate way into the consumer and now into the future. With over 130 million users of mobile in Nigeria, the Geopoll data base gives us access to 65 million users currently. It is very robust. This unlocks a lot of new possibilities and new doors for us as an industry and also for our clients”, Thomas said.
On the benefits of the new partnership to clients, Thomas further said clients are embracing the innovation because they see the potential. Other clients are studying it as there is always the adoption curve. “But overall what I see as benefits include real time – You have access to getting real time information from your target audience. It also enhances immediate feedback. You can actually get your results as consumers are actually giving the feedback. This is a great value”.
Thomas who said that the level of research activity in Africa is growing was very confident on the mobile innovation
Recently, Kim MacIlwaine, CEO, TNS Africa, Mediterranean & Middle East said in a statement that “Mobile is an increasingly important mode of communication for market researchers, and we are excited to collaborate with GeoPoll to expand our data product offerings in key African markets. We believe GeoPoll’s robust mobile surveying technology combined with TNS and Kantar Media’s expertise in market and media research will be beneficial to all of our clients working in Africa.”
Daniel Obi