Delvinia Expands Automated Research Platform

Canada-based digital innovation firm Delvinia has partnered with full service MR company element54 to offer a new research tool on the former's Methodify platform, promising customer insight in as little as 48 hours.

Delvinia is the parent of data collection business AskingCanadians, which offers access to an online research community of more than 600,000 Canadians; and the more recently launched Asking Americans. Methodify, launched in October 2015, is a platform providing access to a range of automated research tools, mostly own-label but with third party tools from TNS and now element54. It also allows users to customise the tools or use their own with Methodify's sample. Users can 'launch a study in three easy steps' and receive results in a short time.

The new AdTrack Express solution was developed by element54, based on its established ad tracking performance framework, and allows clients to benchmark and optimise their creative and media investments - answering questions such as 'Should I continue airing this TV ad?' or 'Is the ad supporting our overall communication objectives?'

Delvinia EVP Raj Manocha (pictured) comments: 'Integrating traditional research methods like the ad-tracking tool with an automated platform like Methodify provides the opportunity for marketers and researchers to access reliable and established methodologies and to conduct research better, faster and cheaper than ever before'.

Bernie Malinoff, President of Toronto & Montreal-based element54, says the AdTrack Express methodology 'understands the strengths and weaknesses of a TV ad and empowers confident decisions with advertising investments', drawing on 'a robust and validated set of advertising norms for all key measures'. He adds: 'We chose to partner with Methodify because of their passion for digital innovation, recognized leadership in Canada, and evolutional needs of the global insight community'.

Web sites: www.getmethodify.com and www.element-54.com .