Critical Mass Opens Curious Division

In Canada, Omnicom-owned digital marketing agency Critical Mass has opened a new research division called Curious, which will use online communities to uncover consumer insights.

The new offering will create custom communities for clients, from which it will generate consumer feedback and opinion on brands, desired product features, and how they make their purchasing decisions.

'The reality is that customers don't wait for a formal study or survey to have an opinion, as they are already talking about brands online,' said Arif Hirani, Consumer Research Director at Curious. 'Our goal is to enable companies to join in on the conversation in a more controlled environment; actively listen to customers and engage in an ongoing dialog, ultimately leading to a better experience with their brand.'

Curious also maintains its own private online community called ShopTalk, aimed at generating 'quick hit' insights and answers to specific business questions about topics ranging from retail to travel to banking.

Critical Mass operates globally from offices in Calgary, Toronto, Chicago, New York, London, Costa Rica, and Amsterdam.

Web site: www.criticalmass.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.