Millward Brown takes Tracking Expertise onto Mobile

Nestlé first client to migrate brand and comms tracker onto mobile in Malaysia

Millward Brown, a global leader in brand, media and communications research, today announced it is taking its extensive 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,” said Gonzalo Fuentes, Managing Director for South-East Asia at Millward Brown. “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”.

Mr. Fuentes continued “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.”

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”.

About Millward Brown
Millward Brown is a leading global research agency specializing in effective advertising, strategic communication, media and brand equity research. Millward Brown helps its clients build strong brands and services through a set of comprehensive research-based qualitative and quantitative solutions. It has 88 offices in 58 countries. Specialist practices include Dynamic Logic (global leader in measuring digital marketing effectiveness), a network of media experts (measuring media effectiveness), Firefly Millward Brown (our global qualitative network), The Neuroscience Practice (using neuroscience to optimize the value of traditional research techniques) and Millward Brown Optimor (focused on supporting clients to maximize their return on brand and marketing investments). Millward Brown is part of Kantar, the insights, information and consultancy division of WPP. To learn more, visit