The mobile user represents the single largest consumer base in the world today. This ubiquitous device is in the hands of over 3 billion people worldwide and has transformed the way we connect and interact with each other. Witnessing the most rapid pace of growth and development, the mobile phone is increasingly becoming a convergence point for communication, entertainment, information and advertising. As the market grows and as consumers evolve, it becomes imperative to develop a richer, more dynamic and complete consumer intelligence system. Introducing Informate Mobile Intelligence. Conceived keeping these very requirements in mind, Informate presents an entirely new approach to mobile consumer research. Unlike traditional research, which relies on a consumer’s stated response to a given set of questions, Informate offers detailed access to actual mobile usage. Through its proprietary on-device metering technology Smart Meter, Informate captures real time and complete data on actual mobile phone usage. In addition, Informate Quest, our syndicated survey captures attitudinal data such as brand awareness, purchase intention, brand satisfaction and preference scores. So while the SmartMeter tracks What are the phone features used and When, the Informate Quest delves into Who the consumers are and the Why of their mobile phone behaviour.