MetrixLab Launches Digital Qual Tool 'Immerse'

Online research and marketing analytics firm MetrixLab has launched Immerse, a 'mass qual' tool to help clients engage consumers in the early stages of the creative development process.

Billed as 'fast, flexible and scalable', Immerse should guide the development of ad campaigns, packaging designs and product innovation. A live online group discussion is hosted on an AI-powered digital platform, powered by Remesh: this allows for analysis of feedback from large groups of respondents in real time, while a moderator interacts with the participants using open questions and polls, images and video, written scripts, moving storyboards and shelf mock-ups. Stakeholders can watch the discussion from anywhere in the world, and can also interact.

Barbara du Perron, the firm's Director, Global Knowledge Innovation Consulting says, 'As many clients are moving to a more agile way of working, they need to get consumer feedback early and consistently throughout their creative development process. But planning and budget constraints often make this a struggle. Immerse is a perfect solution for these situations. It's fast, affordable, flexible and can easily be scaled globally. Using the latest technology not only provides a dynamic experience for respondents and stakeholders alike, but it also means that we can give clients a sense of the first results immediately after the discussion ends'.

MetrixLab is part of the Macromill Group. Two weeks ago it announced that co-founder and CEO Jan Willem Gerritsen was leaving the company to pursue another opportunity, with Marcomill Group CEO Scott Ernst assuming the role on an interim basis. The company is on the web at www.metrixlab.com .