NEWS21 February 2020

MediaScience sets up qual tech division

New business News North America People

US – Global lab-based audience and consumer research business, MediaScience, has launched Hark Connect – its new division aimed at bringing tech and advanced metrics to qualitative research.

Elissa Moses, former CEO, Ipsos global neuro and Behavioral Science Center and chief analytics officer at EmSense, is joining as managing partner to set up Hark Connect with MediaScience’s CEO, Duane Varan.

The company said its first Qual Tech™ offerings focus on the qualitative research experience using video streaming, real-time transcripts and translations, subtitles and respondent information of the virtual glass™ screen, communicating with the moderator, tagging and easy, instant video clip extraction. By Q3, it will have added to this with access to a full suite of neuro, biometrics, passive and innovative emotional metrics.

Moses said: “I have long been a proponent of qualitative research stemming back from my client side and agency planner days. There is nothing like it for excavating deeply useful insights. Now with the advantage of all these enabling functions to collaborate with clients worldwide and have access to the content in real time, the industry can begin to use qual insights as data sets and mine them on a new level.”

Hark Connect is supported by more than 50 software developers, researchers and data scientists across offices in Austin, Chicago and New York.