Online community and survey tech provider Toluna has added a tool called PowerAttitudes to its QuickSurveys DIY survey platform, to enable marketers to generate 'immediate insights' on the consumer attitudes driving usage and purchase behavior.
Launched in 2008, QuickSurveys is fully integrated with Toluna's global community of nine million consumers, and allows non-research specialists to create short, targeted surveys which can deliver responses to up to fifteen questions over a period of 24 hours. Last year, the firm received a $10m investment from its holding company ITWP Acquisitions, for use in promoting the QuickSurveys platform.
Through the new cloud-based PowerAttitudes tool, marketers can enter their brand or product name, details of up to three competitors, and product perceptions - in addition to ten attributes and usage statements. They then select those respondents they want to interview and launch their project. After these DIY steps, users can access details on what consumers think about the brand and overall category, and how the brand delivers against the competition. They can also find out shopping habits by buyer type, receive guidance on new product development opportunities, and gain an understanding of the effectiveness of their overall ad strategy.
Phil Ahad (pictured), SVP of Digital Products, comments: 'It is essential for marketers to monitor the pulse of changing consumer opinions and behavior, especially as consumers are emboldened by social media channels and freely express their views about products and services. PowerAttitudes allows marketers to collect insights quickly so they can keep pace with consumers, and stay ahead of the competition'.
Web site: www.toluna-group.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.