NEWS8 November 2012

Research Now and Protobrand test Meta4 Mobile

North America Technology

The companies say that by transferring Protobrand’s proprietary tool on to the Research Now Mobile platform, the company is able to cater to the needs of mobile marketers.

Meta4 Insight works by using metaphor elicitation to tap into consumers’ deep-seated perceptions and goals. It operates in an online setting, using a proprietary image database to encourage non-literal thinking and reveal people’s unconscious minds.

Protobrand CEO Phil Granol said: “Mobile research methods are a growing tool for marketing professionals, as they realise that traditional methods of data collection often occur too far in time and place from actual consumption. With Meta4 Mobile, our proprietary method for uncovering human emotion can be put into the field all along a shopper’s journey.”

Pala Kuppusamy, CEO of Research Now Mobile (pictured), added: “Through efforts such as this, we are increasingly enabling market research agencies to fully leverage mobile technologies combined with niche offerings to help them win in the mobile and digital world. The fusion of our robust mobile research platform with the Meta4 projective methodology offers the industry exciting potential for new forms of knowledge deriving from Meta4 Mobile.”