Borderless Access Launches Close-Up Consumer Tracker

Emerging markets panel specialist Borderless Access has launched a product called TAPP, which identifies patterns and trends by examining consumers' interactions and their emotional state and behaviour 'within their environment'.

Founded more than a decade ago, the company currently operates consumer, B2B, IT and niche audience panels across the healthcare, travel, automobile, finance and mobile segments. The new tool, TAPP, uses two methodologies: Slice of Life, which combines 'fairly real time' collection of digital activities via passive behaviour tracking, with tracking of off-line activities using surveys; and Hybrid Research, which brings feedback from engaged panellists via social media and apps. The aim is to understand the various emotional triggers behind consumers' everyday activities, to develop communications, manage brand activation, test concepts and develop products.

CEO Ruchika Gupta says the growth of smartphones, social media and other digital communication platforms offers 'extensive opportunities to understand consumer behaviour in real-time and greater detail than ever before'. She continues: 'With our years of experience in understanding consumers across geographies, we built TAPP, which has been pilot tested with two major global brands, allowing them to understand life moments and experiences of consumers at different timeslots and locations'.

Web site: www.borderlessaccess.com .