Atlanta, GA (PRWEB) October 20, 2006
scenarioDNA and Mobile Transit Authority, LLC (MTA) announced today that they have extended their strategic partnership and launched a new mobile opinion solution called mDive. mDive is a turnkey mobile-based market research solution that engages consumers on their cell phones. mDive provides a timely and enhanced method of understanding critical marketing nuances. It employs MTA’s mobile platform utilizing text messaging (SMS), WAP (mobile internet) and IVR surveys to target and query hard-to-reach consumers who are always on the go. scenarioDNA’s expert analysis, interpretation and recommendations give marketers unique insight into emerging behavioral patterns from these elusive consumers.
“Many consumers are unwilling to participate or are not easily accessible utilizing current market research techniques making it more difficult and costly to get actionable data,” says Marie Lena Tupot, research director at scenarioDNA. “On top of that, non-respondents tend toward being disproportionately young, male, Hispanic and African American, all of which are critical to the longevity of most brands. Using the cell phone as a polling device, mDive provides a direct line to these elusive markets.”
Unlike traditional research, mDive engages consumers in their true environment which is in the moment - wherever they are – whenever they are. Using mDive allows researchers to explore people within the context of their lives giving the researcher a more vivid picture that can propel brands beyond numbers and result in information that generates innovative ideas
“The nature of understanding consumers is changing,” says Tim Stock, managing director of scenarioDNA. “The fundamental discrepancy is that we continue to seek an understanding of consumers in a world that is evolving to be about people. New models like mDive offer closer alliances to ethnography and behavioral studies. People won’t come to us, we have to be where they are.”
According to CTIA, over 224 million people in the U.S. have cell phones and mobile penetration is still growing. mDive only polls consumers who opt-in to receive the surveys.
“Over the years, research has evolved from the mailbox to the home telephone to the internet bringing new opportunities with each change. Using the cell phone for research is the next logical step in reducing the critical gap between asking and knowing,” says Bob Evers, managing director of MTA.
About Mobile Transit Authority
Mobile Transit Authority LLC (MTA) (http://www.mobiletransitauthority.com/) is an Atlanta-based mobile marketing agency founded by an experienced group of mobile marketing, technology and internet entrepreneurs.
scenarioDNA (http://www.scenariodna.com/) is a brand planning think tank based in New York. Its focus is on finding influentials within social networks and the cultural glue that connects them.
Bob Evers, Managing Director, Mobile Transit Authority
Marie Lena Tupot, Research Director, scenarioDNA