NEWS4 January 2012

Affinnova picks Bhagwat to lead financial services practice

North America People

US— Affinnova, a developer of concept optimisation technology, has named Sarita Bhagwat to lead its financial services practice.

Bhagwat joined Affinnova last year from TNS where she was head of innovation and product development for the financial services sector. Before that she was a principal consultant in the US financial services practice of Abt Associates, a practice that was sold to TNS in 2007.

Affinnova’s software is designed to help companies develop, evaluate and optimise new concepts. It guides respondents through a series of dynamically generated concept sets where they are asked to select the concepts that are most appealing. Each decision feeds into an algorithm which then affects the content of subsequent concept sets.