Dutch Agency Debuts Emotion Analytics NPD Tool

In the Netherlands, innovation-driven market research agency Winkle has added an emotion analytics tool called Pansensic to its new product development platform, Concept Screener.

Part of the innovation group Happen and with offices in Amsterdam, London, Florence, Sydney, Toronto and New York, Winkle helps companies spot new opportunities and pinpoint which products are likely to be successful in the future. The new Pansensic tool integrates emotion-based consumer feedback into the product development process, interpreting unstructured narrative to identify consumer intentions relating to product development. The firm says the tool is based on decades of academic linguistics research, combined with field research into the factors that drive successful innovation.

CEO Hans Lingeman (pictured) comments: 'Pansensic means we can ask consumers questions in natural language and glean data-driven meaning from it. It's a tangible step toward the disruption the market research industry is looking for - one of many to come'.

Web site: www.winkle.eu .