MFour adds mobile ad effectiveness studies
The service is based on the first-party panel of 2.5 million US consumers using MFour’s mobile research app, which registers exposure to mobile advertising.
According to MFour, the measurement is based on deterministic data rather than probabilistic modelling. Brands and agencies using the studies can track lift, awareness and intent to purchase, and conduct interviews with exposed test groups against unexposed control groups.
Chris St. Hilaire, co-founder and chief executive at MFour, said the studies “provide accurate, validated metrics”.

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments