This column shows ConsumerBase in action-I use our tool to discover insights about brands and report back what consumers are saying. As always, feel free to join the conversation or suggest brands you’d like to see next. I must have had dinner on my mind at the time, when I found that numerous consumers have come up with some pretty novel wine pairings. Sure, we all know that white wine goes with fish and cabernet goes with steak. But – [...]

It does according to a post on Vigetengage by former staffer Jen Krupey. In a section of her post entitled “Sentiment Stinks,” Jen wrote that, “Overarching consensus was that no tool does a ‘great’ job getting sentiment right. Human review is still needed. But that was before Jen or anyone else had seen our ConsumerBase product, which addresses the exact problem she’s highlighting. She’s saying that sentiment analysis stinks because the accuracy/precision levels of current tools are so low that [...]

I’ve had the privilege to work with some of the world’s biggest brands as they begin to incorporate consumer insights from social media into their market research. These companies have traditionally relied on a range of qualitative and quantitative techniques conducted in parallel or serially, such as focus groups, surveys, interviews and ethnographies. These techniques rely on the direct observance of human behavior. While effective as standalone entities, each approach is subject to bias, and the triangulation process to combine results [...]

The original vision for NetBase was this: Create a tool that makes it possible to harvest insights from the web about people’s unmet needs, then match those needs with new technologies that could be productized to meet them. For me, that’s the definition of an innovation. I’m proud to say that on April 30, we will have delivered on that vision. That’s when we release ConsumerBase, which helps marketers understand consumers and their needs. We’ve already released illumin8 with our [...]

More and more companies today are looking at the sentiment consumers are voicing about their brands in online forums, blogs, microblogs, etc.  There’s good reason for this as it has been shown that positive and negative word of mouth correlates with growth.  “Answering The Ultimate Question” is a book I’ve been reading recently makes a strong case for the positive word of mouth as a leading indicator for revenue growth.  What that means is a brand manager should be able [...]