Through a piece of software on users’ smartphones, the tool passively determines the extent of TV, digital and radio exposure users are subject to, allowing data collection to occur without interrupting media consumption.

It allows researchers to link media exposure and survey data (stated recall). 

The technology is already in use in the UK, with Ipsos planning to integrate it in the MENA region.

Elie Aoun, Ipsos Connect chief executive in MENA said: “The integration of this new technology into the MENA market not only innovates the current marketing research techniques, but provides greater integrity to the data being collected. This can change the amount of time and money invested into data collection in the long run.”