Ipsos MediaCT and Zokem Link for smartphone App

In the UK, Ipsos MediaCT has partnered with Finnish mobile measurement firm Zokem to launch the M3 solution; a new app that combines the collection of smartphone and tablet usage data combined with event-based survey polls.

M3 ('M Cube' for Mobile Measurement & Motivation) aims to help clients in the media, content and telecoms sectors to understand consumers' use of the new devices and technologies. It records respondent behaviour in real-time, tracking interactions with their smartphone, and measuring all forms of usage - including communications, media consumption, web browsing, and any other functionality available through the device.

M3's passive measurement can be enriched with additional interviews or diaries, to better understand respondent motivations.

Liz Landy, MD for Ipsos MediaCT in the UK, comments: 'This new integrated solution represents what many of our clients have been asking for: being able to connect with consumers without the barrier of recall and gain direct access, and understanding, of their daily lives.'

Web sites: www.ipsos.com and www.zokem.com .