uSamp Joins NBCUniversal's Olympics Lab

Online sampling and technology company uSamp has joined NBCUniversal's Olympics Lab research initiative, to help the media network track consumers' real-time reactions and behavior during the London 2012 Games.

In February, NBCUniversal (NBCU) announced it had partnered with Google and comScore to explore new ways to measure single source consumption of video content on TV, PCs and mobiles / tablets during the Olympics.

Through this latest partnership, uSamp will make available its proprietary research technologies, including its Instant.ly product, which combines access to survey respondents and online survey authoring tools; and its mobile survey platform, to help NBCU better understand fans' behavior and lifestyle patterns during the games.

uSamp's co-founder and CEO Matt Dusig says the arrangement will enable NBCU to measure the influence of the Games and their ability to engage viewers on an emotional level; examine viewing behavior including how the Olympics alter daily lifestyle patterns; and study the impact of unexpected developments.

Web sites: www.usamp.com and www.nbcuni.com .