| 02 Mar 2006 |
|
Mobile phone based radio meter receives vote of confidence in latest Rajar test
- Text size
Ipsos MORI's MediaCell technology performed well in lab trials, positioning the audiometer for future testing
The results of a RAJAR usability test released today found that Ipsos MORI's MediaCell audiometer is capable of identifying a wide range of radio formats under lab conditions, which used a selection of audio samples to simulate real-life programme formats and listening conditions. RAJAR, the UK's industry consortium that oversees radio measurement, tested the MediaCell's mobile phone-based monitoring technology last month.
Richard Silman, Executive Chairman of Ipsos MORI and worldwide director of Ipsos Media said:
"As RAJAR is recognised for setting the standard for radio researchers around the world, the results from this latest test prove Ipsos MORI's MediaCell technology is solid and offers a clear value to the radio industry as the only software-based measurement solution."
RAJAR tests functionality by simulating real life environments
After months of extensive testing into usability and effectiveness in tracking sensitive audio signals, Paul Kennedy, Director of Research for RAJAR, said:
"The RAJAR tests are numerous and rigorous. Prior to field testing we must undertake an independent lab test that assesses the sensitivity of the meter to mimic the human ear in picking up the appropriate programme material. The MediaCell meters were tested to pick up codes inserted on a cross section of music and talk formats. To reflect real life situations the encoded stations were played at various volumes with different background sounds including shopping mall, car interior etc. The MediaCell meter lab test results met the same thresholds as did the other meters we have tested from Eurisko and Arbitron."
MediaCell technology development
Coming just months after Ipsos MORI announced that its UK-developed MediaCell technology is being rolled out in other markets, including the US, the RAJAR results confirm that MediaCell is now poised for additional field testing. Co-developed by Ipsos MORI and I-Quest Ltd just 14 months ago, MediaCell is the only radio measurement device able to carry out audio monitoring as part of a respondent's fully-functional mobile phone.
Utilising the latest generation of Smart Phones and PDAs that support full operating systems, MediaCell is a software programme that runs on these devices, and is currently compatible with the Microsoft operating system. After the MediaCell captures encoded radio signals, it identifies the station being picked up and then automatically transmits the gathered information to a main data centre for analysis and storage.
"We have not needed to develop any bespoke hardware in developing the MediaCell," Richard Silman explained.
"Ultimately, radio researchers are looking for accuracy and dependability. By operating on a mobile phone we believe that MediaCell significantly minimises the risk of respondents forgetting to carry the device on them, thus losing any information on the radio they were exposed to while away from the device. Additionally, the MediaCell solution offers the potential for a very large sample size because of the ease of using the technology with mobile phones."
Next steps for MediaCell
Following this most recent functionality test, I-Quest will work with third parties to conduct further tests to ensure the MediaCell will not produce any distortions to the broadcast outlet that could be detected by listeners. Radio engineers will carry out this stage of testing through a detailed analysis of the encoding algorithms used to detect radio signals in each monitoring device.
Ipsos MORI has held the RAJAR radio measurement contract since 1992, and also holds contracts with BARB, the UK's TV measurement system.
-Ends-
Note to journalists
Ipsos MORI
Ipsos Group recently announced the acquisition of MORI in the UK, and has been merged with Ipsos UK. The merged company now stands with a joint turnover of over £100m in the UK. In 2004 Ipsos UK provided research services for over 500 UK blue chip businesses and with MORI also handling a similar number, Ipsos MORI now has a client base of over 1,000 clients.
Ipsos MORI is a part of the Ipsos Group, a global network of research companies, with a combined turnover exceeding 700m Euros. In 2004 the Ipsos Group completed over 10m interviews worldwide and, according to results published in February 2005, recorded strong organic growth for the sixth consecutive year, again outstripping market growth.
For further information:
Maita Soukup / Graham Smith
Twelve Consultancy
T 020 7631 0737
E firstname@twelvepr.co.uk
Jeff Deighton
Marketing Director
Ipsos MORI
T 020 8861 8000
E jeff.deighton@ipsos.com
www.ipsos-uk.com
© Press Release 2006
Zawya is a distributor (and not a publisher) of content supplied by third parties and subscribers. Any opinions, advice, statements, services, offers, or other information or content expressed or made available by those third parties, including information providers, subscribers or other users of the Service, are those of the respective author(s) or distributor(s) and not of the Company. The Company neither endorses nor is responsible for the accuracy or reliability of any opinion, advice or statement made on the Service by anyone other than authorized Service employee spokespersons while acting in their official capacities. The Company is not responsible for any infringement of intellectual property rights or breach of any applicable law or regulation, including regulation in relation to financial services or the distribution of financial products, defamation, data protection, telecommunications (including regulations relating to excessive use, spamming or other abusive activities) or obscene, offensive or illegal content). Under no circumstances will the Company be liable for any loss or damage caused by a member's reliance on information obtained through the Service. It is the responsibility of member to evaluate the accuracy, completeness or usefulness of any information, opinion, advice or other content available through the Service. Please seek the advice of professionals, as appropriate, regarding the evaluation of any specific information, opinion, advice or other content.
Read the full Member Agreement
http://www.zawya.com/legal/NewsLetter.cfm?name=disclaimer
Post a Comment
1.1 Contain any material which is libelous or defamatory of any person, is obscene, offensive, hateful or inflammatory or causes damage to the reputation of any person or organisation.
1.2 Promote sexually explicit material, violence, discrimination based on race, sex, religion, nationality, disability, sexual orientation or age or any illegal activity.
1.3 Be made in breach of any legal duty owed to a third party, such as a contractual duty or a duty of confidence.
1.4 Be threatening, abuse or invade another's privacy, or cause annoyance, inconvenience or needless anxiety.
1.5 Be used to impersonate any person, to misrepresent your identity or affiliation with any person, or be likely to deceive any person.
1.6 Give the impression that they represent Zawya.
1.7 Advocate, promote or assist any unlawful act such as (by way of example only) copyright infringement or computer misuse.