Business requirements: Millward Brown Group
PSI (PSI Mobile Limited) established in 2004 develops business applications for mobile devices. It is a privately owned software company and through our in-depth knowledge of the mobile workforce market, PSI is fast becoming the number one choice for Companies wishing to develop their Mobility Strategy. With PSI’s composite applications for mobile business, mobile workers can make better decisions, increase productivity, and respond to customer enquiries quickly. Plus, business managers can more effectively coordinate activities based on up-to-date information from the field. PSI Mobile’s customer base and turnover has grown with more than 100% in the last twelve months. PSI Mobile employs 16 staff and develops all of their software in-house and holds patents for its technologies.
Millward Brown Lansdowne was formed in July 2009 by the merger of Millward Brown IMS and Lansdowne Market Research both part of Millward Brown Ireland. The business was originally founded as Irish Marketing Surveys in 1963, with Lansdowne Market Research being founded in 1979. The two companies individually were the leading practitioners of market research in Ireland – combined; we are by far the largest and best resourced research company in the country. With a full-time staff of 100 in the Republic and over 20 in Northern Ireland, Millward Brown Lansdowne offers its clients an unrivalled range and depth of experience across all public and private sector industries. We have conducted research in more than 30 countries, giving them a uniquely international perspective of any Irish research company. As part of the worldwide Millward Brown Group since 2002, they have access to cutting-edge thinking in market and opinion research worldwide.
Millward Brown Group (Lansdowne Market Research and IMS) decided to use PSI Mobile’s software to allow them to collect information in the field electronically instead of the traditionally paper based system.
Millward Brown Group has over 400 part-time surveyors nationwide that are working on multiple projects simultaneously. Millward required a mobile solution that could be managed and updated as required by their in-house data team and would be available nationwide in areas with and without connectivity.
Description of the Project
Millward had looked at systems from all over the world, some already in-use by other Millward group companies. None of the systems met the requirements or business logic necessary to fulfil the surveys performed on behalf of their corporate clients. Millward pride themselves on the quality of the data that they present and it forms the basis of their core values and high standards that clients expect.
Most of the systems tested and trialled required connectivity to perform the key functions and this meant relying on nationwide connectivity from wireless operators. So a core requirement became offline functionality while still being capable of producing the required logic and validations on the data captured. This had to be achieved while still in front of interviewees in the field.
The required device needed to have a large screen capable of displaying videos and pictures as part of the interview process.
PSI’s advanced logic engine and offline mobile software provided the perfect fit for all of Millward’s requirements. An initial pilot was rolled out for 3 months and was overseen by Millward’s own IT team. The device chosen was a HTC Advantage 7500. Millward’s Data Processing team created live research surveys, with all aspects of the logic required and also included large video files as part of the process. These surveys were wirelessly assigned on the PSI management system to field based interviewers. The surveys were conducted in and out of coverage areas in order to test and validate the software. Once that Millward were happy that the software performed as required, a full roll-out commenced. Currently the software is now in use through-out the Republic of Ireland and Northern Ireland, with further plans by the group to use the software in the UK, South Africa, Mexico and Spain.
How our Customer benefits
David Pender – IT Manager Millward Brown – “PSI was the only company that could provide a total solution that fitted our needs and whose system worked in ‘out of coverage areas’. Their system allows us to build our own surveys and send them out to our users’ mobile devices. This project is being used as a testing ground for the rollout of similar systems in other Millward Brown companies”
As the system can provide live information while connected, Millward can now provide their clients with faster results at a lower cost. Millward remain in total control of the system and has required little intervention from PSI as the system is mature and stable.
In this competitive marketplace the new system provides Millward with a leading edge over its competitors.
Benefits for Millward Brown Group:
· Remove all paperwork while collect data in the field
· Remove Postage costs
· Remove double entry of data
· Increase turnaround time of inspections
· Add photographs and video to surveys that would be viewed in the field
· Change/update surveys while in progress
· Increase productivity
· Accurate reporting on productivity and accuracy of data
· Integrate into the IMS corporate system