Research Platform Alpha Becomes 'Feedback Loop'

New York-based 'agile' research platform Alpha has changed its name to Feedback Loop, effective immediately.

The firm, founded in 2014, says the rebrand reflects its evolution and the new name gives a literal description of its core deliverable to users. With clients in the insurance, healthcare and financial sectors among others, the company aims to provide product development teams with access to consumer feedback at every step of the go-to-market process, and beyond. Its platform is designed for use by non-specialists such as product teams and marketers, for functions such as discovery, message testing and concept testing.

CEO Rob Holland (pictured), formerly of Bluecore, Oracle, Datalogix and Nielsen, says of the decision: 'As part of our expansion into new markets and within the companies we work with, we have redefined our company's positioning through the lens of the value we bring to our customers. The new company name moves us away from the idea that research only takes place at the beginning of the product development process and puts us squarely in a new era where consumer behaviors and expectations are constantly changing'.

A relaunched web site is at www.feedbackloop.com .