MarketTools Launches CGM Solution

US provider MarketTools has announced a new market intelligence solution called Insight Networks, promising users the ability to build feedback from a variety of online resources, including message boards and blogs, into their insight strategy.

The service combines the collection and analysis of data from consumer-generated media (CGM) with online community interaction and survey research.

MarketTools says that the fragmentation of traditional communication channels makes traditional point-in-time research methods less effective at representing opinions and attitudes; and claims that Insight Networks 'taps into consumers' own means of communication—blogs, chat rooms, message boards, video, and online groups' to enable them to 'listen into and join the conversations to stay abreast of fast-changing issues, trends and opinions.'

'Online communities are literally talking about every subject under the sun', says Mike Waite, MarketTools' Vice President, Panels and Communities. 'There is a great deal for marketers to learn by participating in the conversations.' He adds: 'This is a natural progression of the company's heritage in innovative market research methodologies, and the next logical step in consumer market research.'

Three specific offerings are included within Insight Networks:

• Discover: Tunes into all online channels, and analyzes content from message boards, blogs, video, chat, and online groups to track opinions, trends, brand perception and product/customer service issues.
• Understand: Engages custom online communities in interactive dialog for observational learning and 'collaborative innovation'.
• Evaluate: Tests ideas and concepts by applying quantitative research methods to determine the best course of action.

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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