Cincinnati-based Empower Mediamarketing has launched a new proprietary tool to measure and analyze consumer-generated media.

Called Empower ChatterWatch, the firm says the tool monitors blogs and relevant discussion forums to uncover ‘valuable consumer insights’ which it then uses to develop ways to reach its clients’ customers.

Empower says the system was developed by combining its research team’s online and offline consumer expertise with its digital team’s experience in online word-of-mouth, search, display advertising and online strategic initiatives.

‘The mining of consumer insights through their own words provides advantages over traditional survey research since we are not dealing with response rates and respondent resistance,’ said SVP Julie Pahutski, who directed the initiative.

Pahutski added that when ChatterWatch is used in combination with classic market research techniques, it is possible to see a much ‘clearer picture’ of consumer sentiment, resulting in enhanced communication planning for clients.

Empower MediaMarketing has a consumer research department which offers customer-insight analysis. In April, the division appointed Amber Bondick as Digital Analytics & Search Marketing Associate.

Web site: www.empowermm.com .

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