TNS will gain exclusive access to Brandtone’s database of consumers in developing and emerging markets with the initial partnership covering South Africa, Turkey, Russia and Brazil.

Brandtone uses airtime and other incentives to encourage consumers to interact with brands and share information via their mobile phones and TNS clients will now have instant access to targeted groups of consumers via their mobiles. 

Matthew Froggatt, chief development officer at TNS, said: “This partnership will enable us to further develop our growing portfolio of methods to access consumer panels, particularly supporting our work with hard-to-reach consumers, including those at the base-of-the-pyramid.”

For Brandtone, the deal will open up a new revenue stream as its operations continue to grow and expand across Africa, Asia and the Americas. 

Donald Fitzmaurice, CEO of Brandtone (pictured), said: “Today’s deal is a significant milestone in the development of our company, as we continue with our plans to expand into four of the fastest growing developing and emerging markets over the next year.”