Harris Interactive Unveils Live Viewer Insights Tool

Harris Interactive has launched an online discussion platform called PopUP Live, to provide TV, radio and online broadcasters with in-depth viewer engagement insights in real-time.

The new product, powered by Toluna technology, is built around Harris Interactive's PopUP Community platform, which offers quick and cost-effective insights from specific target audiences. PopUP Live enables broadcasters to gain in-the-moment feedback from viewers and listeners tuned into a specific show while it is on air. Users can view, download, and control the conversations as members share their reactions in a moderated discussion.

The platform is managed by Harris Interactive's media researchers, and clients can either view and download insights instantly, or access transcripts and analysis from the day after transmission. Denholm Scotford (pictured), Head of Media and Entertainment, comments: 'Getting audience feedback, and capturing changes in sentiment during a show, is invaluable for broadcasters to inform editing, aid programme development and enhance audience engagement. Qualitative research used to mean lengthy, drawn out, and expensive undertakings in order to get real feedback from real viewers, but now it's easy and cost-effective to capture insights while a show is live, and stakeholders can view the discussion as it takes place'.

Web site: www.harris-interactive.co.uk .