NEWS24 June 2010

Invoke Solutions to form concept optimisation and analytics units

North America

US— On its tenth anniversary online and mobile research technology provider Invoke Solutions is splitting its business in to two separate units.

Basil Bennett

Basil Bennett

The first of the divisions will focus solely on supporting and delivering what Invoke sees as its best-known offering, concept optimisation – covering a range of research services for testing new products, including ad testing, packaging and branding.

Invoke will also expand its analytics operation into a separate business unit in July. The firm’s current analytics offering is branded as Engage Analytics and offers real-time web-based reporting and analysis tools, but Invoke said the business will be renamed in the summer.

Basil Bennett (pictured), the firm’s recently appointed CEO, said: “We are building Invoke Solutions into one of the most valued market research companies in the industry by providing our customers with the knowledge and expertise they require.”