Consumer Opinion Feeds Online 'Goodwill Meter'

New web site Sutori.co.uk has been launched to offer British consumers a real-time measure of opinion about companies and their brands, and enable them to 'take the pulse' of a brand before committing to buy.

The site encourages consumers to share good and bad experiences of products or services with the community, while at the same time providing companies with the mechanism to answer criticism or praise.

Users can also log their experiences on a scale ranging from: 'I'm in love with' to 'I'm livid with rage', with feedback displayed on the site's 'Goodwill Meter' graph.

Comments on companies such as BT, Sky and Virgin Atlantic have already been posted, and currently financial services companies top both the most and least loved categories ((ING and Royal Bank respectively).

The site was founded by Vancouver-based customer experience management agency Blast Radius, to help consumers connect with each other and share unbiased advice, opinions and stories. CEO Gurval Caer commented: 'As a neutral venue, Sutori allows brand supporters, detractors and brand representatives themselves to have their say.'

He suggested that by proactively seeking information from the site, brands could get an early warning of developing issues and stem potential damage caused by 'grass roots' campaigns.

'So far there has not been much on the web that actually facilitates meaningful discussion for the benefit of both supplier and consumer. Sutori brings together opinion and through its community moderates that opinion and provides brands with an opportunity for dialogue,' added Caer.

Users can also share their opinions with a worldwide audience through the www.sutori.com site. The site's sponsor is on the net at www.blastradius.com.