IBM Debuts Consumer Insight-Led User Experience Arm

IBM has launched a consulting practice to help clients better utilise data coming from its design and user experience analysis agency IBM Interactive, and from expertise at its Customer Experience Lab.

The new 'IBM Interactive Experience' practice has been set up to help clients assimilate massive volumes of data - including information on individual consumer decisions, choices, preferences and attitudes - and then convert that insight into outcomes ranging from personalization to business model redesign.

As part of the launch, IBM is also releasing several new data-driven solutions for life event detection, behavioral pricing analysis, and psycholinguistic analytics. For instance, its 'Life Event Detection' solution analyses unstructured social media data to detect 'important events' in consumers' lives and link these events to their financial decision, while the new 'Behavioral Pricing' algorithm links behavioural models on consumer response to pricing with historical transaction data. In addition, IBM has launched a 'Psycholinguistic Analytics' process, which combines the psychology of language with social media, in order to understand individual's personality traits and identify their preferences.

Bridget van Kralingen (pictured), SVP of IBM Global Business Services, comments: 'Our clients understand that the experience any individual has with their brands, products, services or strategy is the new point of entry to sustainable business relationships. That experience will generate the most valuable information any enterprise can ever possess - information on individual preferences.'

Web site: www.ibm.com .