Consumer engagement gets real

New partnership between Toronto promotions agency Capital C and consumer survey co Fresh Intelligence revisits the time-tested measurement of on-demand.

A new collab between Capital C and on-demand intel-gathering co Fresh Intelligence is offering marketers real-time consumer insight.

Serving as Capital C’s exclusive intelligence gathering group (of which the agency now owns 50%), the Toronto-based consumer advisory panels biz offers a ‘test before you invest’ service – one that gives marketers a chance to build brands through consumers’ eyes by accessing, assessing and validating their initiatives, concepts and strategies.

‘Real-time consumer insight and engagement is more critical than ever,’ says Tony Chapman, founder and CEO, Capital C. ‘In a world where consumers are increasingly in control of the media, we can now instantly benefit from new world research and build a brand by learning, interacting and collecting feedback from consumers where and when they want to be heard.’

The process comes with database and panel management comprised of researchers, brand advisors and IT specialists. Through a customer advisory panel and ad hoc survey research, real-world feedback from global, profiled, niche consumers comes chock-full with opinion data, as well as motivational and influential measurements on any issue. Results can be viewed live and are accessible through a password-protected report portal.

The panel technology is said to offer more direct consumer engagement with a significant cost advantage over traditional research. (An established online consumer panel can collect the views of thousands of customers for less than the cost of one focus group with a dozen participants.)

‘In this highly competitive and dynamic world, those that don’t embrace and engage online consumer intelligence will be left behind,’ says Corrine Sandler, president of Fresh Intelligence. ‘Marketers need access to dynamic tools that provide the quick turnaround times required to effectively respond to consumers.’