In what it called an “aggressive regional mobile research strategy”, Millward Brown is partnering with clients to exploit the benefits of speed and data accuracy that mobile data collection brings to its core solutions.

Nestle Malaysia is the company’s first client in the region to adopt a mobile-enabled solution and has migrated one of its brand and communications trackers onto mobile. As part of the strategy, Millward Brown has also added On Device Research, a mobile panel specialist, to its preferred providers for data collection via the mobile internet in the AMAP region.

Gonzalo Fuentes, managing director for South-East Asia at Millward Brown said: “We are actively working to move more research onto mobile and we expect to survey more than a quarter of a million people across the region on mobile by the end of next year. We are delighted that like-minded, innovative clients such as Nestle in Malaysia have already made the transition, and this month we went live with mobile fieldwork.”