RealityMine, a leading provider of mobile market research technologies and consumer analytics, is expanding its syndicated TouchPoints research service into the US Hispanic consumer market.
The TouchPoints Hispanic panel will be comprised of 2,000 English speaking, bi-lingual and Spanish-dominant consumers.
Field data collection is underway, which includes passive mobile monitoring and eDiary data collection of contextual variables such as location, activities, social setting, mood/emotion and media exposure, with data available in the summer of 2015.
“US Hispanics represent the world’s 16th largest economy. With the Hispanic consumer a critically important factor in the growth and health of all brands, it is vital that marketers gain a better understanding of how this consumer goes about their daily lives and interacts with media,” said Garry Partington, RealityMine CEO. “This unique panel will provide a more contextual view of Hispanic consumers and help improve the effectiveness of Hispanic-focused marketing initiatives.”
TouchPoints has been in the field in the US since 2012 and is used by major media agencies and owners for granular day in the life insights, cross-media audience flows and to track the consumer journey along the path to purchase. The TouchPoints data is unique in its ability to identify the role moods and emotions play in ad receptivity and motivation to purchase. This helps to inform creative messaging and the optimization of scheduling and media buys to deliver marketing messages to the right person in the right context.
RealityMine uniquely combines proprietary passive mobile metering technology with active eDiary and other in-the-moment survey tools to quantify the context of consumers’ daily lives and their media consumption behaviors. Through this specialized panel of Hispanic respondents in the US, RealityMine is able to provide key insights into this audience, including cross-media behavior, path to purchase activity and advertising receptivity.
By the end of 2015, RealityMine will be capturing data from more than 50,000 people representing more than 350,000 days of data and generating nearly 1,000,000,000 behavioral data points per year. This will provide marketers with one of the richest behavioral and contextual databases available.
RealityMine is expanding its passive mobile behavioral data collection to 20 new markets worldwide this year, including China, India, the Philippines, Australia, Thailand, Malaysia, Singapore, Indonesia, Saudi Arabia, France, Italy, Spain, Poland, Turkey, Sweden, Mexico, Brazil and Argentina.
TouchPoints is currently available in the US and Canada, as well as in Britain through the IPA; additional countries are planned to launch in the coming months.