Sponge It to Mop Up Consumer Opinion

In Ireland, digital research agency Sponge It is building a community network of consumers through which brands can obtain feedback about their products or services.

Described by Founder Ger Farrell as an 'open all hours consumer club', the new service already has a panel of around 5,000 survey participants (known as 'spongers') which the firm plans to increase to 10,000 within the year.

'We believe in opening the door to consumers, walking in their shoes, seeing through their eyes and living in their pockets,' said Farrell. 'We invite brands to discover how consumers view their lives, the lives of others and where their brand fits in that world.'

Former Publicis Group ad executive Farrell launched Sponge It last October to offer a range of qual and quant services, including virtual focus groups, and a suite of communications campaign measurement tools.

The Dublin-based firm is online at www.spongeit.eu .

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