GlimpzIt and BuzzBack Team Up

Online consumer researcher BuzzBack has partnered with analytics specialist GlimpzIt, aiming to improve marketers' understanding of consumer experience and attitudes.

The new partners say they are both 'passionate on the use of imagery to better understand consumer emotions'. BuzzBack's techniques combine quant and qual - including 'tools to elicit visual and verbal expression', to probe and analyse emotions and behaviour; while GlimpzIt is focused on the analysis of unstructured data (including video and text) using machine learning, for ad targeting and personalisation.

Thus far the collaboration has produced a new, proprietary approach to idea screening and eliciting fresh user-generated content, which the firms say has applications in-store, in-home and for other consumer experiences.

BuzzBack CEO Carol Fitzgerald says GlimpzIt's technology 'perfectly complements' her firm's ability to help marketers 'unearth insights and dig deeper'. She adds: 'We are excited about this joint effort, reinforcing our mobile and image-based direction'.

GlimpzIt CEO Parry Bedi says his company's vision is 'not simply to tech-enable traditional research methods, but instead to find new ways to uncover deeper insight. Our partnership with BuzzBack is critical to activating these insights for brands'.

Web sites: www.glimpzit.com and www.buzzback.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.