••• brand research
Model measures brand-related emotion
Uses structural equation modeling
Westport, Conn., research firm Praxis Research Partners and New York brand intimacy agency MBLM have developed the Brand Intimacy Model, which is used to measure brands based on emotion. The approach uses structural equation modeling to define a brand’s strength largely upon the emotional connections between the brand and its users. It also provides a snapshot of a brand’s current intimacy profile (its Brand Intimacy Quotient), the extent to which its users are emotionally invested in the brand and an understanding of what drives intimacy across six emotional dimensions (archetypes).
www.praxis-research.com
••• segmentation research
NPD service integrates segmentation and sales data
Who is buying what
The NPD Group, a Port Washington, N.Y., research firm, has introduced a new analytic service that integrates clients’ consumer segmentation schemes with the sales and market share “data of record” in every industry and country in which NPD offers survey-based consumer tracking services. The new service will enable clients to view industry sales and market share at the category and brand level for each of their consumer segments. By revealing who is buying, what they are buying, where they are buying and more, the service is designed to enhance the value of segmentation as a basis for guiding decision-making across multiple functions including marketing, sales, insights and product development.
••• packaging research
Online tool seeks rational, emotional reactions to packaging
A virtual shopping display
London-based insight and research agency Vision One has launched PackProbe, an online survey tool that evaluates package designs by taking consumers through a series of tasks to investigate rational and emotional reactions to various components of the pack design. The range of tests includes simulating purchasing decisions using a virtual 2-D/3-D shopping display where respondents can interact with products and are designed to mimic the way people shop, taking into account how people use peripheral vision. These insights are used by brand owners to develop on-shelf designs which appeal to people’s peripheral vision.
••• online qualitative
Free collage tool from 20|20 Research
Engage participants, enhance reports
Nashville, Tenn., firm 20|20 Research has launched an online research collage tool, QualLage, designed to make it easier for researchers to prepare and engage qualitative research participants while yielding a report enhancement to help researchers communicate a study to clients and marketers. QualLage will be available in two packages, a basic tool free to any researcher for use in-person or with any online platform and a premium version with enhancements that will be available to 20|20 Research clients.
••• social media
Facebook marketing tools go local
Updates to local awareness ads, local insights
Facebook has launched two new tools for local marketing that enable businesses with multiple locations to create local ads for each store and give more insight into the groups of people near their stores. One of the new tools includes updates to local awareness ads, which allow businesses to use information from each of their Pages to add ad copy, links and call-to-action buttons to their ads so each ad is localized for its corresponding store. It also offers ad reports for each location to give insight into ad performance. The second tool, local insights, supplies businesses with the aggregate demographics (including gender, age, tourist and local residents) and trends associated with people nearby and shows the busiest days of the week and times of day. It also allows advertisers to see the percentage of people nearby who have seen their ad, showing them how well their ads are reaching potential customers.
••• Briefly
New York-based research and market intelligence firm SIS International Research has launched SIS Big Data Solutions, a platform that combines consumer attitudes with behavioral data to guide client decision-making with big data solutions. The platform is now available in the U.S., Singapore, Manila and China. The firm will continue to expand to other markets in 2016 and beyond.
www.sisinternational.com
San Francisco-based predictive personalization platform Boomtrain has partnered with San Mateo, Calif., marketing software firm Marketo to offer a solution that analyzes how users interact with a brand’s content and products by integrating Boomtrain’s learning algorithms with Marketo’s automated campaign delivery and their own first-party data. As a result, marketers can recommend relevant content and products and put those recommendations directly into their e-mail and on-site campaigns to drive engagement metrics.
www.marketo.com
India-based survey research solution firm Global Survey has released a SaaS-based solution that offers client management, panel vendor management, project management with pre-screeners with quotas, managed redirection and online panel recruitment.
http://globalsurvey.in
SIM Partners, a location-based marketing technology firm in Chicago, has launched Velocity Insights, a suite of features available from its local marketing automation platform Velocity that provides analysis to help enterprise marketers improve the effectiveness of their local marketing efforts. It aims to provide a better understanding of the effectiveness of a brand’s local marketing strategy, ranging from the visibility and performance of its location pages to the health of its business listings. It measures listing health by applying a propriety scoring algorithm that assesses factors like location data accuracy and reach across the most influential data publishers and aggregators.
www.simpartners.com
Mountain View, Calif., social media analytics company NetBase is one of two launch partners selected to bring Twitter’s audience application programming interface (API) to market. The Audience API allows NetBase to provide brands and agencies with insight into consumer behaviors and drivers to better inform marketing strategies and connects NetBase to Twitter’s audience demographic, media consumption, device usage and psychographic models and gives insight into consumers, while still protecting their privacy. NetBase’s patented language analytics technology leverages the API data to discover people’s interests, behaviors and purchase intent. With this insight, brands and agencies gain a view of their audiences to drive relevant and targeted content accordingly.
www.netbase.com
London-based brand strategy and research agency BrainJuicer has released BrainJuicer Brand Tracking, a System 1 methodology that measures fame (how readily a brand comes to mind in the category), feeling (how strongly people feel about a brand) and fluency (how easily people recognize a brand) to provide a one-to-five-star rating of the current strength of the brands in any category and predict which are likely to be growing and declining a year from now.
www.brainjuicer.com
Boston-based market intelligence firm InCrowd has linked its on-demand solution with New York firm SHC Universal’s Global Healthcare Gateway Access Platform, allowing health care firms to access insights faster and from a broader range of health care professionals, providers and patients for making business decisions.
www.incrowdnow.com
Voxter, a new qualitative research tool, has been launched in London by founding directors Ronny Razin and Piers Aitman. Voxter can be used for market research, opinion polling, brand engagement, change management and crowdsourcing, among other applications.
www.voxter.co.uk
EClinical Solutions LLC, a Mansfield, Mass., data management services and technologies provider, has released the latest version of its end-to-end clinical data repository and analytics platform, elluminate, which provides business intelligence capabilities to support risk-based monitoring, enhanced capabilities to organize data for reporting and analysis and visualizations for safety signal detection and analysis.
www.eclinicalsol.com
New Orleans-based software company Lucid has launched Proof, a digital marketing measurement tool that uses consumer data to create visibility into audiences reached and impact created by media campaigns. Proof brings together measurement of audience exposure and reaction across mobile and non-mobile platforms and allows media buyers, brands, analysts and researchers to gain a picture of audience and campaign impact.
https://luc.id
Online survey research firm Princeton National Surveys, an affiliate of Pennington, N.J.-based research firm G&R, has introduced a new coding service which provides interpretation of raw text recorded by people about brands, companies, values and messages in polls, customer feedback, social media discussion and other streams of open-ended written commentary.
http://princetonnationalsurveys.com
In the U.K., eBay has introduced two new audience segments for marketers, “sales shoppers” and “premium shoppers,” allowing brands to target shoppers in a more personalized way using behavioral insights. It also allows brands to engage with specific consumer types, with early additions including parents. Using search and purchase insights, eBay segments shoppers into five stages of early parenthood: expectant parents, new parents, tiny tot parents (those with children up to 2 years old), toddler parents (with 2- and 3-year-old children) and pre-school parents (those with children ages 4 and up). While the segments are mainly targeted around sales shoppers throughout the holiday season, eBay hopes to introduce more targeted segments in 2016.