US-based full-service marketing consultancy Egg Strategy has introduced a tool offering what it calls 'digital ethnography' - analysing real-time consumer behaviour, emotions and opinion from data gathered from their iPhones and Android devices.
Egg Strategy offers qual and quant consumer research, trend spotting, brand consultancy and downstream product and communication optimization. Its new 'Over the Shoulder' tool is billed as an extension to its existing market research offering, giving clients access to their consumers' daily lives.
'Over the Shoulder allows us to understand what people are thinking in real time', states Tom Trenta, President of the firm's Chicago office. 'Imagine being able to invisibly conduct a research study with people as they shop, as they try on clothes or as they go to a restaurant or bar. We're offering companies a brand new way to tap into someone's head.'
Web sites: www.eggstrategy.com and www.overtheshoulder.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.