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Ipsos Joins RAJAR Race
Ipsos UK has announced that it is entering a mobile phone-based measurement system to compete with devices from Arbitron, NOP/Eurisko and GfK in the ongoing trials conducted by UK radio body RAJAR. Trials will use the Nokia 60 Series.
RAJAR last year published a 'Roadmap to Change' setting out a timetable for the testing and adoption of an electronic measurement device, moving away from the current diary system. Although Arbitron and NOP/Eurisko, in particular, have a head start on Ipsos UK, Chief Exec Richard Silman is confident that his firm's device will bring something new to the party, the mobile phone being both a more familiar personal accessory and one with a more established technological future than the others' standalone devices.
RAJAR has already indicated initial approval of the 'innovative' product, which will be included in trials once details are agreed. RAJAR is online at www.rajar.co.uk and Ipsos at www.ipsos.com
See www.mrweb.com/drno/news4010.htm for the latest on the Roadmap.
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