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Arizona Firm Launches 'Listening' Product
US firm Waggle Dance Marketing Research has launched a social media listening product, using semiotics to analyse online conversations.
The Scottsdale, Arizona-based company says the new method applies traditional marketing metrics to 'the new digital frontier', uncovering both the major business themes and the cultural context of conversations and how they relate to purchasing behavior.
Dr. Jean Twenge, Professor of Psychology at San Diego State University and the author of Generation Me, is consulting social psychologist on the new product, which is billed as 'a natural extension' of Waggle Dance's psychometrics-based consumer segmentation and brand strategy service, 'Marketing Matchmaking'.
Founder and Managing Partner Mark Seifert says of the launch: 'We are extremely enthusiastic about this leap forward in tapping into the social networks to discover more accurate and actionable consumer insights for our clients.'
Established in 2006, privately owned and operated by partners, the company is online at www.waggledance-marketing.com . It explains its unusual name thus:
Just as 'scout bees' communicate the sources of nectar to other bees, Waggle Dance Marketing Research helps clients find ways to more efficiently and effectively market to the optimal target consumer without flying off in the wrong direction.
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