Mobile MR Association Launches in US

US professionals have launched a new body, the Mobile Marketing Research Association (MMRA), to help the industry develop standards and ethics for the use of mobile devices for marketing research purposes.

Merlien Institute founder Jasper Lim and industry veteran Mark Michelson have teamed up to launch the association, and have recruited Board members from companies such as General Mills; research agencies including Nielsen, TNS, Brainjuicer, and Blauw Research; and mystery shopping firms Bare Associates and AQ Services.

The team will be tasked with establishing mobile research guidelines and best practices, developing research to expand the industry, providing education, and promoting the mobile marketing research channel for use by clients, researchers and participants.

Justin Bailey (pictured), Nielsen's Research Methods Manager who has joined the MMRA Board, comments: 'While we have created an initial foundation of what works and what doesn't when it comes to mobile data collection and research, we still need to develop well-tested standards and guidelines that can be applied industry-wide. I look forward to working with MMRA and its members to move our industry forward.'

MMRA has also appointed association management specialist Sheila Gidley as its Director of Operations.

Web site: www.mmra-global.org .