Market Research Solutions
Improve market research results and return on investment dramatically by going beyond consumer data to gaining more reliable, deeper customer insight. Our solutions will take you from listening to what people say, to understanding what people really mean, what they feel, what they like and dislike, and most importantly, what drives their purchasing decisions.
How It Works
Voice Insights lets you "see" the data in three dimensions by looking at not only the response but also the emotion and validity of the response.
In recent decades, computer technology and statistical advances have greatly improved the consistency and accuracy of market research. But no matter how accurate statistical results are, they have done little to improve our predictions on product acquisition, usage, and customer satisfaction. Why?
The problem is not the analysis of the data but the data itself. Typical research data are only one-dimensional. Oftentimes consumers will have the same response to a question with drastically different emotions behind them. Other times, a consumer may be entirely confused or unsure, and thus be giving an erroneous answer. The result is research data that is incomplete, or worse, misleading.
Every time a consumer verbally responds to a question, he or she experiences emotions. Our technology objectively measures the emotional content and intensity, along with confusion or misunderstanding levels within these responses. Once you "see" this data in three dimensions, you'll be able to use it more effectively and consistently.
For decades researchers have been trying to devise ways to learn what subjects are actually thinking or feeling. Neuromarketing is defined by Wikipedia as "a new field of marketing that studies consumers' sensorimotor, cognitive, and affective (emotional) response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) to measure activity in specific regional spectra of the brain...to learn why consumers make the decisions they do, and what part of the brain is telling them to do it." These concepts were recently popularized by Martin Lindstrom in his book, "Buyology" and Business Week noted that Neuromarketing is a "hot trend" and "marketers are feasting on new streams of customer data."
The problem with fMRI and EEG is that their use requires millions of dollars, extensive research studies, and is not conducive for use in the field. Voice Insights provides the information regarding what cognitive and emotional activity is going on in the brain during exposure to stimuli in a tool that is inexpensive, portable, flexible, and easy to use. Also, unlike fMRI or EEG, it does not require you to have an understanding of any new technologies. Voice Insights provides powerful, simple-to-use analytics and reports designed to facilitate faster and better decisions. It will help you identify the correct and meaningful information you need to develop and launch new products, estimate product usage, and understand real customer satisfaction.
From developing research topics and questions, to identifying the research subjects, to providing meaningful reports, VoicePrism can help with the entire market research process. The solutions can be used for studies covering attitude and usage, product/service appeal, TV ad testing, product development, customer satisfaction, call center satisfaction, usability testing, and others. There is also great flexibility for use in many research approaches such as mall intercepts, central location tests, phone surveys, one-on-one interviews, focus groups, and point of sale feedback studies.
