XCO and NIELSEN partner to help marketers survey audiences on-the-go Collaboration is a first between the research company and CRM programme provider that enables advertisers to conduct research and measure campaign performance

Wink+ App

The X Collective (XCO) has partnered Nielsen to offer marketers an easy and cost effective way to engage consumers through surveys. Collectively, XCO’s WINK+ platform which quickly gathers consumers’ opinions and Nielsen’s measurement and analytics capabilities, ensures that advertisers and clients can measure return on investment (ROI) of their campaigns with precision and speed.

This latest offering allows brands to create short on-the-go surveys in which users can participate in to get WINK+ points. For brands, WINK+ offers a research platform where consumers’ opinions can be quickly gathered. Nielsen will provide survey design, analysis and reporting expertise so that clients have a one-stop survey solution.

In a short period of time, marketers can commission research and select their target audience from WINK+’s database of 55,000 users. Unlike traditional research projects where a larger population needs to be polled to achieve the desired sample size and demographic breakdown, WINK+ allows brands to quickly target the audience by age and gender.

WINK+ users who fit into the clients brief will be asked to participate in the on-the-go surveys via the app and be instantly rewarded for their participation with WINK+ points. Survey participants can exchange their WINK+ points for rewards at over 50 WINK+ merchants island wide.

“We are excited to partner Nielsen for WINK+,” said Jeslyn Tan, Senior General Manager of The X Collective’s Media business. “By working directly with Nielsen, our alliance will give our clients a more robust survey solution that they can use to measure campaign effectiveness, allowing marketers to make faster and more informed decisions. In the long term, we envision that this offering will allow brands to effectively engage with consumers in real time, providing advertisers with an omni-channel media solution.”

“Nielsen is delighted to collaborate with The X Collective in offering this first-of-its-kind mobile survey solution,” said Yee Chong Moon, Executive Director, Media, Nielsen Singapore. “Coupled with Nielsen’s expertise in campaign effectiveness studies, we are confident that this breakthrough solution will raise the bar for future campaign effectiveness surveys.”

East Asia Institute of Management (EASB) is the first client to use the WINK+ platform for research purposes. The Private Education Institution in Singapore ran research from 4 July to 15 July and were impressed with how easy it was to gather relevant feedback in a short time. “We found it highly efficient and beneficial to tap on WINK’s large database of commuters and Nielsen’s expertise to conduct our mobile survey to better understand what local Millennials look out for when it comes to their higher education learning journey. Our working experience with both teams was excellent. We received highly professional advice and great support from both WINK+ and Nielsen teams, from the survey design stage, launch and final reports on the findings.” said Elaine Tan, Group Director of Marketing, EASB.

The WINK app is free to download and commuters simply ride and scan WINK+ QR codes found in the SMRT transport network. Commuters can get rewards by downloading, tapping and scanning to redeem WINK+ rewards at 280 participating WINK+ retailers and partners.