• Tuesday, December 05, 2023
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Consumer insight: Businesses offered research tool for real time data analysis

Consumer insight: Businesses offered research tool for real time data analysis

PHD Media, a media and communication agency networks, and part of the Omnicom Media Group has launched an innovative proprietary cloud-based media data tool, Ocular, that answers age-long questions that clients have asked around the recency of the data used in the industry.

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Ocular, the result of two years of continuous research aimed at closing some of the gaps that exists within the current industry tool, with unparalleled features that surpass what already exists within the sector, was launched in Lagos recently.

Dozie Okafor, Managing Director of PHD Media, said with Ocular, powered by 2,800 active respondents surveyed daily, businesses can glean insights into consumer habits and lots more to help make better decisions for their marketing activities. He said Ocular is designed to be a seamless tool such that it is accessible on devices and smartphones, with the ability to collect responses from respondents using Short Message Service (SMS), Mobile web and APP.

Okafor stated that surveys currently cover seven key markets with an ongoing commitment to quickly scale this up to include more markets over the coming months as subscriptions increases.

On the unique features, Okafor explained that a client can deploy custom surveys relating to its business anytime on the platform, and can analyse not just the product/services, but can leverage the deep insights on the platform to also look into consumer habits.

“Parameters like social media and internet, video-on-demand, and any new trend can be added to it. There are also bespoke capabilities to enable clients to conduct focus groups, dipstick research, as well as other services relating to their businesses, and quickly,” he explained.

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At the launch Motunrayo Babalola, Marketing Lead Nigeria, Lipton Tea and Infusions, said data helps in understanding, planning, and evaluating issues relating to the implementation of set objectives. Ojie Arthur Ehianeta, Digital and Media Manager West Africa, said PHD is in the right direction with Ocular