New Agency Aims to 'Make Research Fun Again'

A newly launched US MR company plans to use text-mining software and data mining tools alongside traditional online qualitative and quantitative techniques to help clients improve returns on their marketing investments. Anderson Analytics' services include web-based surveys, discussion boards, concept/copy tests and focus groups.

The company launched at the SPSS Directions 2005 Conference in November, where Founder and Managing Partner Tom Anderson and Girish Punj, Associate Professor of Marketing at the University of Connecticut, presented details of their text mining work for Starwood Hotels. The paper was entitled 'Mining Text in Guest Satisfaction Surveys: Do Ratings Truly Reveal Future Intentions?'

Anderson has more than a decade of experience on both the client and supplier side, having worked for large agencies including AC Nielsen BASES and TNS-NFO as well as smaller technology companies such as IGN.com.

He says he wants the company to be a 'new type of marketing research firm', to help those clients 'who want a smarter, more creative, personal relationship with their research suppliers'. He says these clients want 'practical wisdom through experience', want to use new technology and new methodologies, and want 'to make research fun again'.

Dr Hong Jin, Chief Strategist at Anderson Analytics, says today's customer experiences are 'so broad and diversified that the traditional market research approaches may not be sufficient in revealing customers' true preferences'. He says the strength of the new company's approach lies in its customised, research design and the use of advanced techniques in analysing and decoding customer responses and transactional data.

Anderson's next presentation, at the February 2006 ESOMAR Auto Conference in Lausanne Switzerland, will explore the Hispanic teen market in North America.

The company's web site is at www.andersonanalytics.com.

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

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