New Vovici & YummyBrains Partnership
Posted by Jeffrey Henning on Thu, Apr 01, 2010
DULLES, VA--April 1, 2010--Vovici and YummyBrains today announced the immediate availability of the Vovici Respondent Auto-Assessment Profiler (VRAAP). "The fundamental tension in survey research is that survey authors have hundreds of questions," said Jeffrey Henning, founder and VP of Strategy of Vovici, "but respondents don't want to answer more than a dozen. Our partnership with YummyBrains addresses this challenge."
YummyBrains, a leading international online market research agency specializing in true hybrid quali-quant methodologies, offers advanced technology extrapolating survey results from social media content.
The first questions of a VRAAP survey ask a respondent for their Facebook page, Twitter account, Amazon user name, Netflix login, blog, preferred social bookmarking site and World of Warcraft or EVE Online account. The respondent is then invited to complete as many of the rest of the questions of the survey as they wish. Once the novelty of grids, blocks of open-ended text boxes and awkwardly worded questions passes, the respondent is free to exit the survey, leaving the rest of the questions unanswered.
As soon as the respondent abandons the survey, the VRAAP module downloads their Facebook status updates, tweets, Foursquare badges, Hunch.com answers, Amazon & Netflix reviews, blog posts, bookmarks and MMO character stats to develop a 360 degree view of the respondent. YummyBrains' technology digests this information and compiles a thorough psychographic profile. Once all respondents have had a chance to give up on the survey, the social media profile of each is then correlated against other respondents' answers and psychographics. This analysis is then used to estimate how any individual respondent would have answered the remaining survey questions, had they actually bothered to: their answers are then interpolated into the response database.
"Recent scientific research has shown that humans are automatons with the illusion of free will," said Lewis David Hobson, a neuropsychologist with YummyBrains. "What consumers present as the reasons for the choices they make are in fact nothing more than post hoc rationalizations. A detailed enough model of past UGC (user generated content) should have a strong predictive validity for how such consumers would have actually answered the remaining survey questions."
Acme Widgets, a Vovici customer, has been beta-testing the new technology. "The results speak for themselves. Prior to the Vovici Respondent Auto-Assessment Profiler, 80% of our new products were discontinued after six months," said Willy Koyota. "Now, leveraging the insights from Vovici and YummyBrains, one out of five new products stays on the market for at least half a year."
"From our own research conducted using the technology, VRAAP estimated that 96% of Vovici customers would say that they were ‘very likely' or ‘completely likely' to purchase this module," said Henning. "Based on these results, we anticipate that this will be our most successful new product since last year's launch of FEEDBACK/80 for the TRS-80."
CONTACT:
Vovici
Jeffrey Henning, 555-867-5309