MESH Unveils 'Brand Connection' Database

London-based communications research agency MESH Planning has launched an 'experience database', aiming to enable marketers to measure every single consumer interaction with their brands in real-time.

Designed for media planners, brand managers and research/insight directors, the new TROI (Touchpoints Return On Investment) Experience Database uses mobile phone technology to help clients study consumer interaction with their brands. It claims to measure every consumer brand interaction, including those from all traditional paid-for media, PR, word-of-mouth, and social networks.

The new database currently includes more than 100,000 brand/consumer touch points and a 'positivity measure' relating to each, gathered from the firm's previous TROI studies.

The tool can be used to uncover which mediums a target audience notices, to provide a snapshot of the most popular and engaging touch points, or to drill down into specific engagement levels within industry sectors or among certain demographics.

It currently includes brand experience data from across Asia, Europe and the US, and is now being updated with data from all new TROI studies.

MD and Chief Experience Officer Fiona Blades comments: 'We have been using the database to provide benchmarks for our clients to measure their activity against. However, it has now become large enough to mine for stand-alone analysis to unveil new insight on how people are connecting with brands.'

Founded in 2006, MESH Planning is part of the 38th Floor Group, which also includes Spring Research and lifestyle research agency, Tuned In. Last year, the firm opened its first office in the Asia Pacific region.

Web site: www.meshplanning.com .