NEWS10 June 2014

Former TNS exec launches mobile and digital insights agency

Asia Pacific News

AUSTRALIA — Fomer TNS executive James Fergusson has launched Mobile Digital Indaba (MDI), a new mobile and digital research agency.

Based out of Melbourne, the agency has also opened offices in Singapore and Cape Town.

MDI has a big data analytics capability, as well as a single and integrated mobile app and platform that works across all mobile devices. The app enables quantitative surveys, qualitative chat, mobile ethnography, image capture, diaries, passive measurement and geo-fencing.

MDI CEO Fergusson (pictured), who was previously global head of TNS Connect, said: “Mobile is the catalyst of huge changes in consumer lives and purchasing behaviour. The market research industry has been slow to react to mobile – as a result failing to meet client needs and failing to interact with consumers in a meaningful and engaging manner.

“Mobile gives rise to many research techniques and approaches. In doing so mobile disrupts the cost model of traditional research. This is central to the MDI offer. We aim to provide better insights, faster and cheaper than anyone else.”