Millward Brown, a player in brand, media and communications research, is taking its tracking expertise onto mobile, as a part of an aggressive regional mobile research strategy. The strategy will enable faster delivery of insights to marketers in the Africa, Middle East and Asia-Pacific (AMAP) region.

The company is actively partnering with clients to exploit the benefits of speed and data accuracy that mobile data collection brings to its core solutions. Nestlé Malaysia is the company’s first client in the region to adopt a mobile-enabled solution and has migrated one of its brand and communications tracker onto mobile. As part of the strategy, Millward Brown has also added On Device Research, a mobile panel specialist, to its preferred providers for data collection via the mobile internet in the AMAP region.

“There has been much talk in the industry about how market research must adapt to meet clients’ needs for faster feedback on brands and marketing activities. We’ve been hard at work making our in-market brand performance tracking solutions mobile-enabled to allow us to meet our clients’ information needs in a more efficient and effective manner,” said Gonzalo Fuentes, Managing Director for South-East Asia at Millward Brown.

“We are actively working to move more research onto mobile and we expect to survey more than a quarter of a million people across the region on mobile by the end of next year. We are delighted that like-minded, innovative clients such as Nestlé in Malaysia have already made the transition, and this month we went live with mobile fieldwork,” added Mr Fuentes.

Khoo Kar Khoon, Communications Director for Nestlé Products Malaysia, said “We were really pleased with the results of the pilot study. The benefits in speed and data quality were instrumental in our decision to move forward, and we expect even greater efficiencies over time. We’re keen to explore mobile in more of our research where relevant.”