Survation Launches MRP Brand Tracker

UK pollster and MR company Survation has launched a new brand track product combining brand research with advanced analytics - including Multilevel Regression and Post-Stratification analytics (MRP), a technique it has used extensively to assess consumer behaviour, attitudes and voting intention.

MRP, which can produce robust estimates for niche audiences and small geographic areas, was used for December's General Election, in Survation's on-going collaboration with Royal Holloway University. The technique predicted individual behaviour at constituency level, producing what the firm says is 'the most accurate forecast conducted to date, with a tally of 95% of seats called correctly'.

The new product also integrates strategic communications into its analytics, allowing the firm's messaging team to analyse and test effectiveness and refine 'persuasion framing' to alter customer behaviour.

Madhur Mehra (pictured), who joins Survation in March as Director of Research after spells as Head of Consumer Insights for Nielsen UK & Ireland and Senior Director at Ipsos MORI. An expert in campaigns and segmented message reframing, he comments: 'Combining Survation's expertise in understanding consumer behaviour with our MRP credentials, we have integrated our proprietary MRP analytics approach with brand tracking. This will enable our clients to understand how their brand activities are impacting their core target audience. Survation brand track also utilises the latest thinking in neuroscience and behavioural economics'.

Web site: www.survation.com .