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BizReport : Social Marketing : April 06, 2011

New brand research platform for Facebook launched

Footwear manufacturer Dr. Martens is testing a new Facebook-based research platform that uses high-volume survey response data overlaid with demographic and consumer interest data to give brands in-depth feedback on marketing efforts.

by Helen Leggatt

techlightenment logo.pngExperian-owned social media marketing agency Techlightenment has joined forces with ad marketplace Adknowledge to launch the new Facebook-based research platform. The service will enable marketers and advertisers make more informed decisions about their ad campaigns, product development, and marketing strategies.

"In the same way that Hollywood studios screen movies to gauge consumer reaction prior to general release, companies can use the Social Research Platform to test and refine brand messaging or get feedback on products," said Ankur Shah, co-founder of Techlightenment, in today's announcement.

"And we can reach more than 10,000 people, online, in a day," Shah added.

It works by layering consumer interests and demographics on top of high-volume poll and survey responses distributed via Adknowledge's 'Super Rewards' program.

"Unrivalled depth and insight, massive scale and a tenth of the traditional cost - Techlightenment's social research platform is leading the way in real-time market research on social networks," commented Peter Read, former president of Nielsen Entertainment.

The program rewards consumers that take part in surveys with virtual currency they can 'spend' on Facebook games.

adknowledge.jpgAccording to John Cole, Managing Director of Adknowledge Europe, Facebook users, in particular those who play social games, are happy to swap some of their free time in exchange for game play benefits.

Footwear manufacturer Dr. Martens is one of the first brands to test the new service. CEO David Suddens sounds impressed stating on Techlightenment's website that the opportunity to survey on Facebook using the service gave the company "more data and insight about our consumers than we have ever had access to before".

Tags: consumer insight, Facebook, marketing research, polls, research, surveys

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