Upinion Launches Messaging App for MR Use

Amsterdam-based software company Upinion has launched a new messaging app for use in market research, exploiting the rise of messaging tools like WhatsApp and consumers' familiarity and comfort with using them.

The firm, which also has offices in the UK and USA, says the tool 'gives companies a direct line to their customers, allowing them to ask questions and receive answers in real time'. Serial entrepreneurs Mo Ouass and Gerben Kuipers built the app over four years with a team of 15 developers, and helped by feedback from universities, researchers and pilot clients, itself gathered by earlier versions of the tool.

The Upinion app allows users to ask questions to thousands of people at the same time, follow up in whatever direction the answers take them, and view results as 'clear, boardroom-ready statistics'. Its distinguishing feature is its specific design for research via ongoing mobile conversations, says the company, making it ideal for agile marketing and co-creation as well as traditional market research.

Ouass (pictured) comments: 'Everyone likes to feel valued. That's another reason why Upinion works so well. Customers feel like insiders, like part of the team, We never anticipated it, but it seems to work like a fan factory. Instead of passive groups of followers, companies now have fans on their side'.

Web site: www.upinion.com .