The MSW Loop offer combines MSW’s research systems with Loop Analytics’ technology and strategies and will initially target the smartphone market, the two firms said.

MSW Loop’s first research projects will focus on ad effectiveness testing, behavioural and attitudinal measurement and location/proximity telemetry analysis for smartphones.

Loop Analytics CEO John Dutchak (pictured) said: “Today’s consumer is already tech savvy and hungry for innovations. Brands can neither sit on the fence nor throw caution to the wind in forming mobile strategies. This partnership ensures they don’t have to.”