The app, MyDiaLog, allows consumers to share videos, pictures and audio clips recorded on their smartphones to reveal their thoughts on products as they purchase or use them.

In addition, the app can be used at any time with users able to complete surveys then upload responses when they have internet connection.

The research company said initial trials had found that completion rates had been boosted to 82% over a 7-day period – 30% more than expected – and the app, which is available on iOS and Android, can be used to sample representative consumer groups across any market where penetration is high enough.

Innovations director at MMR Pippa Bailey said: “The app will give our food, drink, personal and household care clients immediate access to consumer behavior and opinions, and with far greater accuracy as we’re no longer relying on memory.”