Nielsen is using the 2010 World Cup in South Africa as the launching pad for its newest service, which uses BlackBerry devices as mobile diaries. For four weeks, Nielsen will use BlackBerrys to track the media behaviors of a panel of 440 people 16 and older in Johannesburg, Durban, Pretoria and Cape Town, the four key tournament cities of the World Cup.
The service, called Life360, is the new media equivalent of what used to be called a telephone coincidental. Several times a day, Nielsen will query survey participants to find out where, when and how often they are engaging with the World Cup, and over what media platforms, whether TV, Internet, or mobile. Participants will also be asked about the awareness of World Cup-related advertising.
Adding a new dimension to survey research, participants will take photos of where they are and what they're doing.
“Whether they are live at a stadium, watching a match at a bar or at home, or tracking scores on their mobile phone, we will get a complete view of people’s lives during the World Cup," said Karen Benezra, vp and executive director for Nielsen Life360. "These insights will help our clients gain a more holistic understanding of audience engagement and monitor differences in fan ‘fervor’ as the tournament progresses.”