Starfish launches SponsorMap research tool

Starfish Research & Strategy has launched its proprietary sponsorship research tool, SponsorMap in London following a roll-out into the Australian market.

Nicholas Cameron, managing director of Starfish said: “Traditionally, sponsorship effectiveness has been hard to measure simply because most sponsors have used methodologies more suited to advertising research than the dynamics of sponsorship.”

SponsorMap measures consumers' passion and gratitude to try and identify the role that sponsorship is having on a brand.”

There are various modules of SponsorMap ranging from sponsorship tracking, pre-testing and event research.

Starfish has offices in Melbourne, Australia and London.