Research Measurement Technologies

Specialized independent research firm offering motivation-based content coding and audience measurement for TV and digital advertising

Research Measurement Technologies (RMT, also operating as RMTLabs) is an independent media research and measurement company co-founded by veteran media researcher Bill Harvey. The company's core innovation is a proprietary content-coding methodology that tags TV programs and advertisements against hundreds of psychological motivation signals, originally called DriverTags and now branded as Value Signals. By mapping content to these motivational dimensions, RMT enables advertisers and media buyers to plan, target, and measure campaigns based on the psychological drivers of consumer behavior rather than relying solely on traditional demographic proxies. RMT's Value Signals framework draws on decades of behavioral science and media research, allowing brands to identify which programs and ad environments align with the motivational states most relevant to their category or message. This contextual and motivational intelligence can be applied across campaign planning, media buying, and post-campaign effectiveness measurement. The company has partnered with data and targeting platforms—including a notable collaboration with Semasio to bring motivation-based targeting to programmatic audiences—extending its methodology beyond linear TV into digital environments. RMT operates as an independent company with no parent organization, and has built an advisory board that includes respected industry figures such as Audrey Steele, Josh Chasin, and Graeme Hutton. Its market position is that of a specialized research and analytics firm serving advertisers, agencies, and media companies seeking deeper, psychology-informed audience intelligence. RMT competes in the broader space of audience measurement, contextual intelligence, and advertising effectiveness research.