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May 13, 2009

Marketing research agencies combine to create division focused on experiential measurement

Revealing the growing interest in the independent evaluation of experiential marketing campaigns, integrated research business 2CV has joined forces with Phoenix Research to launch 2CV: EXP, an experiential evaluation division.

Responding to the market need for a robust return on investment (ROI) model for experiential marketing, 2CV:EXP will provide clients with enhanced metrics into the effectiveness of their campaigns in order to optimise live brand experience programmes.

Using a range of research techniques and statistical modelling, 2CV:EXP will provide live diagnostic measurements of experiential programmes, providing clients with real-time feedback, allowing them to amend their activity while campaigns are still running. It will also provide benchmark data for cross-activity comparison, in-depth measurement of consumer take-out and action, and outcome-based ROI.

Since founding Phoenix Research in 2007, directors Mark Bagnall and Sam Elphinstone have delivered innovative research programmes for clients such as  MTV, Five, Smirnoff and Guinness. The EXP model launched in January this year to widespread industry interest and is currently being deployed by several drinks, FMCG and music clients.

“Delivering real ROI for clients is invaluable in today’s market,” said Doug Edmonds, head of numbers at 2CV. “Therefore, an interactive tool that measures and evaluates experiential activity during and after a campaign provides clients with the insight needed to ensure their programme can forge deeper, longer-lasting relationships with consumers.

“With similar culture and approaches, the synergies between boutique agency Phoenix Research and 2CV makes us natural partners. Their expertise in the drinks and music sector also enables us to broaden our client base and market reach.”

Mark Bagnall, research director at Phoenix Research, added: “2CV’s growth is phenomenal and far outstrips the market – this partnership will accelerate market adoption of the new EXP model and complement 2CV’s existing evaluation models perfectly.”

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