Company Founders Turn from Crime to Marketing

In the UK, two former Lancaster University researchers have launched a language analysis service for marketers, called Relative Insight. Their technology was originally developed to help catch criminals through the analysis of the language they used in their online conversations.

Founders James Walkerdine and Phil Greenwood say the service will now help brands and agencies analyse all language associated with an organisation - such as advertising and web site copy, social media and other forums - in order to determine how it resonates with target audiences.

Unlike many social media monitoring tools, Relative Insight provides a managed service, with hand-delivered data showing brands how their target audiences are responding to their marketing campaigns; and support from the firm's team, including recommendations for language improvements across all channels.

CEO Ben Hookway (pictured) comments: 'To truly understand what you are saying about yourself and what's being said about you, simple analysis of social media channels isn't enough. The launch of Relative Insight will enable organisations to have a level of insight into the language used by themselves, their customers and their competitors on a scale that has never been available before.'

Web site: www.relativeinsight.com .