Motista Rolls Out 'Consumer Connection' Tool

In the US, online research start-up Motista has launched a new version of its 'Motista Consumer Connection Environment', through which marketers can study the emotional and rational connections that motivate consumers to buy or advocate a brand.

Motista was launched in 2007 by Alan Zorfas (pictured) and Scott Magids, with the aim of developing consumer data and 'connection metrics' to help marketers reach their customers. The pair have since built a real-time consumer intelligence database based on interviews with thousands of consumers.

Their patent-pending methodology combines cultural anthropology and mathematical modeling to determine the connections that most motivate consumers to act on behalf of specific brands, within the largest 20 US consumer industries. The resulting data can be used to build segments, research competitors and develop segments within a client base.

Motista boasts that its service works in a 'significantly faster and more cost-efficient manner' than traditional custom market research.

'By providing a deeper understanding of how and why consumers really connect with brands, the Motista Consumer Connection Environment gives marketers the tools they need to build more personal connections with their customers and prospects,' states Zorfas. 'With this connection intelligence, marketers can build more effective campaigns and strategies that motivate consumers to buy, pay more for products and advocate on behalf of their brands and remain loyal.'

Separately, in March, the company raised $4.5m in series A financing, to expand its staff of 12.

Web site: www.motista.com .