MMA launches global research panel

The Mobile Marketing Association (MMA) has launched the MMA Global Research Panel, the industry's first research capability to collect data via the mobile channel.

Produced in partnership with Kinesis Survey Technologies, the panel is designed to provide brands and agencies with deep, actionable insights into marketers' integrated mobile campaigns, objectives and outcomes.

The MMA Global Research Panel facilitates an ongoing dialogue and produces regular reports, available exclusively to MMA members and participating brands and agencies. These reports provide fresh insight, based on questions asked of mobile marketers about their perceptions of the mobile channel, such as which mobile platforms they are using or not, how much they are spending and what results they are seeing.

"This is the first branded research panel for business decision-makers expressly designed so executives can answer mission-critical questions directly on their mobile handsets," said Peter Johnson, VP market intelligence and strategy for the MMA.

"It's the first of its kind. This mobile-enabled panel is the latest membership benefit demonstrating MMA's commitment to providing the marketing community with innovative tools for integrating the mobile channel into their overall marketing campaigns."

In addition, consumers benefit from the dissemination of fact-based mobile marketing best practices within the advertising community. The MMA Global Research panel will provide brands, agencies, content providers, operators, entertainment and media companies with the mobile market intelligence that's critical for ensuring the relevance of their integrated campaigns.