Brandwatch Launches 'Consumer Research' Product

Brighton, UK-based digital consumer intelligence company Brandwatch has unveiled new flagship product, Consumer Research, representing a '$50m investment' and integrating technology from social media analyst Crimson Hexagon, which it acquired last autumn.

The merger created a $100m SaaS company, with 2,200 customers whom it helps to understand consumers and uncover market opportunities. The company has made three acquisitions: PeerIndex in 2013, BuzzSumo in 2017 and public opinion survey app Qriously earlier this year. Additional offices are in Boston, New York, London, Berlin, Stuttgart, Paris, Madrid, Sydney and Singapore.

The new Consumer Research tool makes use of machine learning to classify large volumes of data quickly and to identify logos, actions, objects and scenes in millions of images every day - 'automatically surfacing trends and uncovering insights' via its AI-powered analyst, Iris.

According to CEO and founder Giles Palmer (pictured), the product launch is 'a major milestone in what we set out to achieve 12 years ago when Brandwatch was founded'. The firm describes it as 'a core strategic step in its vision to be the apex product in understanding what people really think and feel, anywhere in the world, packaged in a powerful platform anyone can use'.

Web site: www.brandwatch.com .

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