Monday, December 29, 2008

About Us

Start Smarter & Innovate Faster

Starting smarter through discovery of truly "what moves people" and innovating with agility is our offering - the true competitive advantage of customer insight.
Your Competitiveness

EssenceWise™ focuses on two dimensions of competitiveness 1- Innovation and 2- Agility. To be competitive you have to get ahead of the competitors, stay aligned with your customers and continuously measure the effectiveness of your strategic actions (a new product or a new campaign, etc.) to stay on course and allocate your resources efficiently.

EssenceWise™ is not about buzz measurement, it is about fast and effective innovation. We believe in purposefulness, action-ability, and relevance of research. We must define expressed customer passion within a definable and defendable frame of reference - answering the important question of "how well we are doing and compared to what."

We also believe that likeability (positive and negative sentiments) have to be defined within the context of your industry - generic / dictionary based analysis leads to unreliable generic results. EssenceWise™ is not a replacement to proven and existing research techniques, it is a new dimension. We are a "reliable" starting point in the research process.

In the hands of a capable market researcher EssenceWise™ is like a sword in the hands of a samurai fighter; If driven by a creative marketer, EssenceWise™ is like a Ferrari in a formula one car race; and placed in the innovative arsenal of a product designer, it could lead to development of the next next generation of innovative products or service phenomena that responds to "what moves the customer".
Our Competitiveness

We believe that companies cannot afford to rely on suboptimal (Irrelevant) results, because irrelevant breaths failure. If you have used other technologies (companies) that do buzz and sentiments before, it is great, because you can appreciate our technology and approach a lot more. If you have not been exposed to the diversity of search based, clunky (but pretty) alternatives out there, we have one word of advice "please, don't be fooled, relevance matters a lot."

EssenceWise™ extracts the relevant essence of the user generated content and delivers it to you on the fly. EssenceWise™ discovers "what Moves People" , the sentiments and attributes that people express as they create content on review sites, message boards, review sites and are on Social Networking sites.

With EssenceWise™ you can start with discovery, then move to on the fly analysis, validate or substantiate your scenarios and assumptions and with one click move to engage with the opinion holder directly based on "what moved them." The idea is simple, we discover something is significant, we give you the opportunity to analyze it and explore it further very quickly and then in a transparent manner get to those opinion holders that have expressed themselves, where you can discuss your product or your competitions.