Brandwatch wants to transform market research with 'Digital Consumer Intelligence'
Social media monitoring company Brandwatch claims today to have launched a new market category in the research space.
Digital Consumer Intelligence, the company's new proposition, combines digital, social, survey, and first-party data and applies AI and data science techniques to them to generate new customer insights.
Brandwatch says existing market research tactics are not fast or efficient enough to cope with the demands of a consumer landscape increasingly dominated by rapidly-moving direct-to-consumer brands.
Digital Consumer Intelligence is a response to this situation, and follows Brandwatch's recent acquisitions of AI-driven social listening company Crimson Hexagon and digital survey startup Qriously.
Commenting on the launch, Brandwatch founder and CEO Giles Parker said: "Brandwatch exists to help brands and agencies achieve a deeper understanding of consumers - to help them take meaning from the data, make better business decisions and serve their customers more effectively.
"Digital Consumer Intelligence is all about enabling our customers to understand consumers across multiple data sources to inform and improve product and service offerings, all while keeping consumer privacy and rights safe."