MARU/VCR&C Launches Qual Insights Arm

Technology and communities business MARU/VCR&C has launched a new Qualitative Insights arm, which will make use of a broad range of online technologies to probe deeper into consumer behavior.

MARU/VCR&C was formed earlier this year, following MARU Group's acquisition of Vision Critical's North American Research Consulting division. The new division will use innovative tools including mobile missions, diaries, project techniques and semiotics, to elicit 'more engaging and thoughtful responses'. In addition, it will offer access to known respondents keen to enter into dialogue, and accelerate analysis through the use of communities and the application of technology. Operating as a standalone research offering, Qualitative Insights is available globally in Asia, Europe, and Latin and North America.

The team is headed by SVP Tommy Stinson (pictured), who joined Vision Critical last year, having previously served as SVP, Director of Qual Insights at Added Value, and before this as Director of Consumer Research at Cheskin Added Value. Earlier, he worked for Avenue A | Razorfish as Strategy Manager and Usability Specialist.

Commenting on the launch, Stinson said: 'With this new program, we're providing a higher level of immersion and insight than what has previously been offered by the research community, taking emergent technologies and applying them to the qualitative process. We think this will be a powerful tool aiding the decision-making process from product conception through go-to-market'.

Web site: www.maruvcrc.com .