Brand Shout measures in-the-moment reaction to all touchpoints including advertising and social media before they are post-rationalised and examines the motivations that drive in-store purchases and the power and influence of word-of-mouth.

Ipsos ASI head of digital Phil Shaw said: “Smartphones are changing our habits and behaviours in increasingly significant ways and, as penetration now exceeds 50% in western markets, this is the time for mobile research to move centre stage.”