Delvinia officially launched its automated consumer research platform Methodify Tuesday, which it says has produced strong results in pre-launch trials.
Methodify, which is set to run as a standalone business unit within Delvinia, promises and easy-to-use system of testing ads with various consumer groups. Clients can choose from a selection of pre-packaged research methodologies, upload creative work to be tested and observe results in real time.
“For marketers or researchers who are doing a lot of repetitive research that they need done faster and less expensively than [with traditional methods] and maintain the same integrity as traditional methods, this can basically take what they’d normally do in four weeks down to two days,” said Adam Froman, Delvinia’s CEO.
Working with RBC on a six-month pre-launch pilot project, Delvinia said some results were available in as little as 48 hours.
“Marketers are up against a wall,” said Steve Mast, the company’s president and chief innovation officer, in a statement. “In today’s landscape they have less time, fewer resources, and smaller budgets — but they need to do things faster and better. Methodify allows marketers to test early and often, to bring the customer into the conversation, and to do so by putting some rigour around research process.”
Mast said the shorter testing timeline had, in some cases, reduced costs by 45%. But, while the company believes its product is disruptive to the current research model, it is not positioning Methodify in opposition to the established research industry.
“The research industry is in a state of change, and while some research firms may look at research automation as a threat, it really provides an opportunity to generate new leads and new revenues for their repeatable methods,” Mast said.
Delvinia has been evolving as a company since its launch in 1998 as a digital consultancy. Today, billing itself as an “innovation company,” the business is known for spawning its digital products such as Asking Canadians, an online data collection company.
