DigitalMYnd, Target Partner on Syndicated Service 'IMI'

DigitalMYnd has teamed up with New York-based product research specialist Target Research Group to launch the 'Immersive Marketing Insights Program' (IMI), a syndicated consumer intelligence service combining behavioral, qual and quant insights for food, beverage and personal care brands.

Employee-owned Target works in many sectors but has particular expertise in food and beverage markets. DigitalMYnd was only launched in April, bringing together former employees of Phoenix Marketing International, and taps proprietary AI-assisted behavioral analysis and consumer research modelling, connecting individuals' digital behavior - including ad exposure, site visits and purchases - with what they think and feel, as well as projecting their future actions. The firm says it aims to grow fast through a combination of organic growth and strategic acquisitions, and has already acquired insights firm Okay Human.

From next month, IMI will offer participating brands an ongoing, multidimensional view of consumers, combining what people actually do, what they say, and the motivations behind their decisions - along with strategies for targeting, product development, and advertising across key consumer segments. Sources include a permissioned audience of more than 13 million consumers, 6,000 quantitative interviews and more than 400 qualitative in-depth interviews, conducted in six waves each year. Data will be released via monthly reports and more detailed quarterly strategic updates. Additional category studies are available upon request.

DigitalMYnd Chairman and CEO Allen R. DeCotiis says the program is 'a unique opportunity for participants to conduct ongoing strategy development, product development, and targeting effectively and efficiently in a market flooded with disparate data from disparate methodologies, which can produce spurious results.' Target CEO Greg Spagna (pictured) adds: 'Successful innovation isn't about reacting to today's trends. It's about understanding where consumer behavior is heading. IMI gives brands an ongoing view of changing behaviors, preferences, and market dynamics so they can develop products and strategies with greater confidence.'

The partners intend to release further consumer intelligence products in due course. Web sites are at www.digitalmynd.co and www.targetresearchgroup.com .