Harmoni gives mobile-first agency MDI Global a competitive advantage

Our client MDI Global has embraced the opportunities and the challenges that come with collecting consumer insights with mobile technology. An overload of data is one of the results of this mobile-first approach. To deal with it all, MDI chose our toolHarmoni as its data processing, analyzing, and visualizing platform.

Digital technology, particularly mobile, is having a transformative effect on many industries, market research included. According to Statista.com, the proportion of internet traffic via mobiles tipped over the 50% mark in 2017 and continues to grow.

The challenge is being able to process and present all this data in a way that a brand can use to make high-quality business decisions.

As MDI Global puts it, "MDI focuses on mobile. So do you. Virtually everyone is on their phone." The company, which works across more than 40 countries, formed to harness the power of mobile to deliver consumer insights to international brands.

Built on the premise that the use of mobiles has fundamentally changed the way consumers interact with brands, MDI has built a service to meet the need of consumer brands. By leveraging the power of mobile, they can gather data faster, with greater flexibility and at a competitive cost.

MDI has put its survey apps into the pockets of their consumers. For example, a mobile food diary. This app-based approach is much more convenient for MDI's subjects, allowing them to record their experience 'in the moment.' Not only are consumers already used to this type of food logging with apps such as MyFitnessPal, but it also promotes better recall and allows a person to capture more detail—including contextual data like photos and video.

MDI's clients receive more data, in richer forms, with more accuracy. And it can be collected quickly and affordably. The challenge is being able to process and present all this data in a way that a brand can use to make high-quality business decisions.

"It means we can deliver great results for our clients faster and at a lower cost. It's a real source of competitive advantage."

MDI chose our Harmoni platform to help it cope with this embarrassment of data riches. Harmoni is powerful enough to crunch the information but easy and flexible enough for an agile team to master quickly and deliver value to their clients effectively.

Harmoni provides the right mix of strong analytical capability with the ability to combine disparate data sets quickly. Instead of spending time on data processing, MDI can apply its energies towards finding insights for the brands they service and then respond to these clients rapidly and with authority.

As Fiona Buchanan, Director at MDI, says of working with Harmoni, "It means we can deliver great results for our clients faster, and for a lower cost. It's a real source of competitive advantage."

Read Charting Data, the full story of how MDI has used our tool, Harmoni, to harness the exciting potential of mobile to collect consumer insights for its clients.

Read Charting Data