Millward Brown Partners with Invoke

Millward Brown has announced a strategic partnership with online research specialists Invoke Solutions (formerly NetOnCourse). The branding research specialist will offer clients Invoke's Dynamic Survey(SM) tool as part of it's brand strategy offering.

Millward Brown's portfolio includes qualitative and quantitative techniques for the development of brand and advertising strategy from the early stages through to testing and evaluation. Dynamic Survey will enable Millward Brown to help clients understand the 'What' and 'Why' behind consumer attitudes, particularly in the early stages of creative development.

The tool gives marketers the ability to participate in online interactive sessions with consumers. As well as viewing respondents' answers to preset survey questions in real time, marketers can add their own questions as the session progresses. At the end of each session, responses to open-ended questions are prioritized and tabulated - providing clients with immediate access to the data, to which Millward Brown's commentary and interpretation are added.

According to Mary Ann Packo, Chief Client and Marketing Officer of Millward Brown, 'Marketers are continually seeking additional ways to assess and measure their marketing communications programs, and this new research method gives us a fast, flexible, and innovative way to help them gain important consumer feedback at the earliest stages of creative development. We are very excited to be partnering with Invoke Solutions in North America'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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