Navigauge is the first to combine in-vehicle radio audience measurement and global positioning electronically, a dramatic advancement beyond anecdotal data capturing methods started 50 years ago and still in practice today.

"The 21st Century consumer has become truly mobile. Data, telephony and media are all delivered and consumed on the go - and consumer choices will only grow over time," explains Tim Cobb, CEO of Navigauge and a pioneer in using technology to capture relevant advertising knowledge.

"To understand the mobile consumer, you have to be right there with them. So we've taken data collection in a new direction, transforming the way in-vehicle consumer behavior is measured."

Navigauge provides a new level of insight into consumer behavior by combining a statistically valid panel with its patent-pending Navigauge monitoring device that captures in-vehicle activity with no distraction to the driver or exhaustive level of data entry.

Particularly relevant to advertisers, retailers, satellite and broadcast radio and government agencies, Navigauge delivers a rigorous data analysis system that can pinpoint an accurate assessment of consumer behavior - where drivers are, what they are listening to and for how long.

The country's first electronic medium, radio, was the only electronic medium not measured electronically until the arrival of Navigauge.

Rather, the $19.6 billion industry defined value based upon a recall diary method. As a result, media buying and selling for radio has been primarily based on perception not reality.

Navigauge's IQ-Monitor tracks the consumer's behavior down to the second, often showing the radical listening behavior associated with today's listener who is faced with an increasing number of options on today's radio dial.

"Any tool that can capture consumer behavior with that degree of accuracy and demonstrate the current degree of inaccuracy in the marketplace, can potentially have serious implications in the way advertisers spend dollars," states Eric Hyman, J. Walter Thompson Technology, a division of JWT, the largest advertising agency in the US.

"This type of technology has the potential to influence media buys, radio programming, travel patterns and retail locations to name a few."

Navigauge is miles ahead of the marketplace because it captures behavioral data continuously while the vehicle is in use. Additionally, the data is GPS time-stamped which indicates if and when the driver stops at a specific location.

Navigauge believes this data analysis is particularly relevant to advertisers, especially retailers who can view highly granular, second-by-second data down to their individual commercials.

"We can help companies make smarter decisions based on observed, not anecdotal data; that's data that offers companies new insight into consumer mobility and behavior," explains Navigauge Co-Founder and President Carl Ceresoli.

"It's the combination of accurate audience measurement and global positioning that can influence more intelligent programming decisions, increase the return on content investment and accelerate subscriber acquisition."

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