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New City Built For Business


New City Built For Business

NFO have built NZ's newest city purely to meet the research needs of local business.

Called SmileCity, the rapidly growing online community, population 22,741 (at time of release) is a first for NZ and is part of a global network, with the NFO US panel boasting over one million participants. Campbell says "Client uptake internationally has been terrific and we expect to see the same in NZ. SmileCity is an innovation, an evolution in marketing research that frankly is overdue in New Zealand . We've pushed the ROI approach and been rewarded with market leading innovation as well as two further ROI anagrams, from utilising the Returns Of the Internet and without wanting to push the metaphor too far, also capturing the benefits, of the Returns Of Immediacy, which are major benefits for our clients and our work."

Campbell explains the savings available to business from an entirely online panel "Securing ROI from your research is all about getting to the right people, securing the relevant data within your time frame. The net has become part of mainstream life and we've been working to exploit that for our clients. In launching SmileCity, we've finally done it, created a quick and elegant research solution that's net based."

NFO MD Murray Campbell says "Marketers recognise our established product Context as the most extensive single source database on New Zealanders, their attitudes, lifestyles, behaviors and media habits and we needed to renew that position in the internet era. SmileCity is the perfect innovation, it's a managed panel that delivers a fast and elegant research solution."

The speedy and ongoing growth of Smile City is key to the innovation's success. "The growth is diverse and lets us reach an amazing cross section of online- NZ'ers where, when and how they live. However you divide it up geographically, ethnically, you name it, SmileCity can test online - NZ." Says Campbell.

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