Telmar Offers Analysis for the Non-Researcher

In New York, media planning software firm Telmar has launched a web-based search and analysis tool to enable users to access research data and rapidly create reports.

'ReSearch Guru' combines web-based search with questionnaire analysis to allow non-research staff to track down relevant media information from their library of research data, and export it into Excel and Powerpoint for sharing.

For example, an ad agency requiring specific data about how many consumers use a client's product, would conduct a search on the product name and all the surveys to which the firm subscribes simultaneously. Data about the number of users would then automatically appear, along with the option to obtain a demographic breakdown or media report through a separate search within the programme.

The tool integrates Telmar's existing survey analysis engines with programming architecture and a new search optimization routine. The firm says that users do not require a knowledge of research coding to use the system.

'As media planning's role within the advertising process has gained in prominence, it's important to expand access to media analysis beyond just the media community,' commented Chairman and CEO Stan Federman. 'With ReSearch Guru, there's no reason why the Creative Director, as well as the Account Director and Brand Manager can't glean basic facts about a particular product.'

The tool has been designed for the advertising business, but can also be utilized in other fields that also analyze survey information.

Telmar works from offices in Europe, South Africa, China and North America. Web site: www.telmar.com .

In February, the TAB (Traffic Audit Bureau for Media Measurement) announced it is developing a new integrated audience measurement system for outdoor advertising, with the help of Telmar and other agencies.

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