Digital consumer intelligence company Brandwatch has today launched its new flagship product Consumer Research to market. The unified platform follows the merger between industry-leaders Brandwatch and Crimson Hexagon in 2018.
The new Consumer Research platform represents a $50m investment that aims to deliver the world’s most powerful resource of its kind, helping brands, agencies and organizations achieve digital consumer intelligence by better understanding consumers and uncovering market opportunities to compete in the digital era.
The new platform makes extensive use of advanced AI technology, employing machine learning to classify large volumes of data quickly and to identify logos, actions, objects and scenes in millions of images every day. The AI-powered analyst, Iris, automatically surfaces trends and uncovers insights. It’s the only platform with both machine learning and rules-based approaches, allowing extensive flexibility, categorization and customization.
A recent report by Forrester Research suggested that the market is rewarding what Forrester calls ‘insights-driven businesses’. “These new kinds of companies are growing consistently at 30% or more per year by using advanced analytics in a transformational way. They capture more and better data about customers and markets and blend both qualitative and quantitative knowledge across all organizational silos,” wrote Cinny Little, Principal Analyst at Forrester Research.
Giles Palmer, Founder and CEO of Brandwatch, said: “This product launch is a major milestone in what we set out to achieve 12 years ago when Brandwatch was founded. Software is never done, but Consumer Research genuinely provides something new to the market. Now we’re expanding our horizons and we’re excited to see where we can take this new vision of building a new kind of digital consumer intelligence.”
Brandwatch has offices around the globe including Brighton, Boston, New York, London, Berlin, Stuttgart, Paris, Madrid, Sydney and Singapore, working with brands including Unilever, Walmart and Dell.
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