Brandwatch launches consumer research platform

The company said it had created a new market category with digital consumer intelligence where brand and agencies can combine digital, survey, social and first-party data sources with data science and AI.

The company has made three purchases in the past six years to expand its voice of the customer data – PeerIndex in 2013, BuzzSumo in 2017 and Qriously this year – as well as merging with Crimson Hexagon in 2018 to build its AI social intelligence tools.

The acquired expertise means the Brandwatch Consumer Research platform will launch in the coming months and will marry Crimson Hexagon’s AI-driven tech which analyses unprompted social posts, and Qriously’s global reach for real-time, prompted digital survey responses.

Giles Palmer, founder and CEO of Brandwatch, said: “Brandwatch exists to help brands and agencies achieve a deeper understanding of consumers. 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.”

The company has also created a new brand identity as it establishes itself as a digital consumer intelligence company.