Consumer insights firm Simmons Research has launched Brand Catalyst, a tool to help marketers and agencies understand consumer perception of their brands using advanced psychographics, intent, category preferences, brand and product consumption patterns.
Founded in 1952 by Willard Simmons, and now owned by Symphony Technology, the New York-based firm measures consumer preferences, attitudes and media behavior, overlaying survey and passive data. Its new brand strategy and predictive segmentation tool is built on the Simmons Insights platform with the firm's proprietary Smart Search technology. Brand Catalyst also uses advanced predictive models to identify potential prospects and their characteristics. A built-in recommendation engine converts all these differentiating attributes (including more than 200,000 consumer data points) to create unique consumer personas for a brand, and build and messaging strategies that resonate with them.
The firm says the new service will also inform partnership strategies that can help increase customer retention and acquisition; and highlight unique differences between brand identity and that of competitors. CEO Andrew Feigenson (pictured) comments: 'Simmons has an unparalleled depth of information about American consumers. Brand Catalyst brings this rich data together with advanced technology to super-charge the development of brand strategies'.
Web site: www.simmonsresearch.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.