Ad network Adknowledge and Experian-owned technology firm Techlightenment have teamed up to launch a platform to help brands research what users are doing on Facebook.
Adknowledge will distribute surveys through its ‘Super Rewards’ platform, which gives consumers who complete questionnaires virtual currency that can be ‘spent’ on Facebook games.
The firm’s European MD John Cole claims that there are hundreds of millions of social gamers in Facebook who are happy to trade their time and attention for rewards in the games they play.
Techlightenment says the new service will enable clients to add a layer of consumers’ interests and demographics on top of survey responses, to help them make more informed decisions about ad campaigns, marketing strategies, product development and competitive positioning.
‘In the same way that Hollywood studios screen movies to gauge consumer reaction prior to general release, companies can use the social research platform to test and refine brand messaging or get feedback on products,’ states Ankur Shah, co-founder of Techlightenment, adding that the platform can reach more than 10,000 people in a day.
The service has already been tested by shoe brand Dr Martens to find out how consumers compare the brand to competitors like Uggs and Converse.
Data giant Experian acquired a majority stake in London-based Techlightenment in January. The firm is now part of Experian’s UK Marketing Services division.