Forsta Launches 'Digital Diaries' Ethnography App

Forsta, the company formed last year through the merger of research software firms Confirmit and FocusVision, has launched Digital Diaries, a mobile ethnography app designed to obtain qualitative insights at scale.

Forsta offers an experience and research technology platform that gathers and analyzes data, and translates the findings into actions. A combination of technology and consultant expertise aims to help organizations better understand the 'human experience' (HX) of their audiences. Part of the HX platform, the new Digital Diaries app supports more than 25 languages, with local market servers in the US, UK, Europe, the Middle East, China and Australia.

Available on iOS and Android devices, companies can us the Digital Diaries app to follow along on an individual customer's journey, for example an in-store shopping experience, and gain insights into their choices at each stage. Insights professionals can recreate in-person focus groups on-the-go, using enhanced capabilities such as real-time group discussions, digital polls and photo and video uploading; and brands can concept-test new developments, such as a package redesign or in-store displays, inclusive of context, which the firm says is unattainable by other means.

Chief Product Officer Brian Bhuta (pictured) comments: 'Digital Diaries enables the type of deep consumer understanding that can only come with one-on-one interactions with customers sharing their feedback in a way that feels natural to the way they live their lives - on their phones and using text messages, social media and other forms of digital communication. Digital Diaries, Digital Communities, and our other qualitative tools are yet another reason why the Forsta HX Platform is the most powerful, innovative and comprehensive insights technology solution for the CX and market research industries'.

The firm, which was acquired by healthcare experience specialist Press Ganey earlier this year, is online at www.forsta.com .

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