A major software manufacturer wants to stay on top of marketing effectiveness for a new mobility platform, particularly as awareness and penetration expands around the world. To address this need, MSI conducts global tracking research in six countries – the US, the UK, Sweden, Germany, Italy and China – targeting end users of communications devices such as cell phones and PDAs. We gather intelligence on system awareness, product ownership, satisfaction, purchase intent, brand purchase drivers and competitive positioning. Logistics vary by country; while data is collected by telephone in some places, interviews in China are done in person, due to the dearth of land-line phones.

MSI is now an integral part of delivering periodic world views of performance on one of the fastest growing mobility platforms in the world. Twice a year we provide feedback on progress made, the source of progress, competitive threats and fine tuning for the coming months.