Marketers can reach more than 10,000 Facebook users in 24 hours – gathering valuable insight to help them better understand their target customers
London – Techlightenment, an Experian company that develops social media technology, has partnered with Adknowledge, the leading long-tail advertiser marketplace, to launch a social research platform for Facebook, giving brands a fast, cost effective way to gather market intelligence from Facebook’s 500+ million users around the world. The Social Research Platform (SRP) can layer opt-in social data of a consumer’s interests and demographics on top of survey responses. Armed with this knowledge, brands can make more informed decisions about advertising campaigns, marketing strategies, product development roadmaps, and competitive positioning.
“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. “And with the social research platform, we can reach more than 10,000 people, online, in a day.”
Peter Read, former president of Nielsen Entertainment, said, “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.”
Adknowledge will reward consumers for taking part in surveys by offering virtual currency and in-game points that can be used on a variety of Facebook games. Brands can also promote surveys on their Facebook pages and websites. Companies using the SRP have immediate access to survey results and analysis, rather than waiting weeks or months to see any significant data. This can be used to quickly adjust and optimize campaign strategies. The SRP is not meant to replace traditional market research, but will provide a new level of consumer insight at cost points and in timeframes that were not previously possible. The Social Research Platform is fully compliant with Facebook’s privacy and social game playing guidelines
“Adknowledge connects advertisers with consumers where they spend their time. With the Social Research Platform, we offer virtual currency in exchange for completing surveys,” said John Cole, Managing Director of Adknowledge Europe. “There are hundreds of millions of social gamers in Facebook, 80% of which play at least once a day, and we’ve seen that they are happy to trade their time and attention for rewards in the games they play. This gives us enormous reach to gather opt-in data for brands, resulting in immediate, customized information on any topic. We’re very excited about partnering with Techlightenment on this project.”
Doc Martens recently tested the product and the company’s CEO, David Suddens, said, “Techlightenment’s social research platform gives us more data and insight about our consumers than we have ever had access to before.”
The SRP represents the increasingly data-driven approach to online and offline advertising giving brands detailed information on whom the customer is and what he or she wants. This increases the conversion rate of advertising campaigns and can help a business make more informed decisions about where and how to spend ad budgets.
