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TNS inks Brandtone deal to boost emerging market research

08 May 2013
TNS inks Brandtone deal to boost emerging market research

Market research consultancy TNS has inked a global deal with Dublin-based mobile marketing company Brandtone to deliver consumer insights in emerging markets.

The one-year partnership will give TNS exclusive access to Brandtone’s vast and expanding database of engaged consumers in developing and emerging markets, beginning with South Africa, Turkey, Russia and Brazil.

“Mobile is an essential way to generate accurate insights from survey research and we have well-established capabilities across most of the world,” says TNS chief development officer Matthew Froggatt. “This partnership will enable us to further develop our growing portfolio of methods to access consumer panels, particularly supporting our work with hard-to-reach consumers, including those at the base-of-the-pyramid.”

Brandtone uses a permission-based model where consumers can opt in and are rewarded with mobile airtime and other incentives to encourage consumers to interact with brands and share information via their mobile phone.

The company has already conducted work for TNS, surveying thousands of consumers on through mobile marketing campaigns for major brands including Unilever, Heineken, PepsiCo and Coca-Cola.

“The scale of our databases and the agility of our mobile engagement platform will allow TNS to access hard-to-reach panellists and understand what really drives consumer behaviour and purchase decisions in these markets,” says Brandtone chief executive Donald Fitzmaurice.

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Jenni Baker, London

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