Manchester, UK-based passive mobile behaviour tools developer RealityMine has bought media usage study USA TouchPoints, which was previously operated by the Media Behavior Institute (MBI). Terms of the deal were not disclosed.
The study is based on the TouchPoints methodology developed by the Institute of Practitioners in Advertising in the UK, and provides media planners with data on TV, radio, print, online and mobile usage. Its mobile phone-based eDiary product is used by participants to record their media behaviour at 30 minute intervals over a ten day period, and allows media planners, buyers, and sellers to build a picture of how consumers use all types of media.
RealityMine founder Garry Partington (pictured) comments: ‘Use of mobile devices to conduct market research is undoubtedly the way forward. With the combination of USA TouchPoints’ e-Diary and RealityMine’s passive metering technology, we will be able to offer researchers, media planners, advertisers and buyers an unprecedented view into consumer behaviour.’
Web sites: www.realitymine.com and www.mediabehavior.com .