Former senior TNS executive James Fergusson is one of the people behind the new venture and the CEO of this Melbourne based agency, “You cannot just flirt with mobile as an alternate data collection technique, it challenges the validity and essence of much of the theory and practice underpinning consumer insights. You cannot simply force traditional research onto mobile.” Fergusson reinforces passionately, “Mobile gives rise to many research techniques and approaches. In doing so mobile disrupts the cost model of traditional research. This is central to the MDI offer. We aim to provide better insights, faster and cheaper than anyone else”.
The company has developed a single, integrated mobile app and platform that works on all mobile devices including feature phones. This allows clients to engage with consumers across both emerging and developed markets.
MDI has already opened offices in Singapore and Cape Town, South Africa as well as Australia.
The Asia MD is Clive Little, another familiar name in the industry. Kirsty Smit will manage operations in South Africa.