Crowd DNA to Launch Effectiveness Arm

In the UK, full service research agency Crowd DNA is gearing up to launch an effectiveness research division in January 2010.

The London-based agency conducts commercial and thought leadership research in areas such as media, fashion retail, technology and entertainment, exploring new trends, changing behavior and emergent opportunities through NPD and communications testing, audience segmentation, competitor analysis, and social media tracking.

Crowd DNA's new unit will combine effectiveness testing methods with techniques to gain a deeper understanding of, and ability to measure, levels of engagement and the word-of-mouth potential of adverts and campaigns. The firm will also develop cross-media metrics.

The new unit will be headed by Associate Director James McLintock, while Paul Allen, formerly of trade body the Newspaper Society, will manage effectiveness research projects.

MD Andy Crysell comments: 'Crowd DNA is well placed to bring fresh perspectives and innovations to effectiveness research. Given our substantial experience at researching word-of-mouth, we're particularly keen to make this a greater consideration in research of this kind.'

Web site: www.crowddna.com .

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

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