In 2008 the Route study was commissioned and Ipsos MORI selected as the company to undertake the work. The company deliver many similar projects, including the BARB, RAJAR and AMP (nee NRS) currencies. For Route they undertake the project from start to finish, overseeing fieldwork and developing bespoke modelling.
Based in Prague, MGE Data is a specialist in geographic information systems and geomarketing technology and data. MGE Data provide MobiTest MST meters for Route, and contribute to modelling parts of the Route study.
Partnering with the team at Lumen Research Route has built upon a canon of work in the field of attention research which is applied to the data to help establish the likelihood of people seeing ads while they are exposed to them. The work with Lumen incorporated eye tracking research across a range of real world out of home environments and included both pedestrians and people in vehicles.