Wheelock's New Focus is Human / Tech Interaction

In Boulder, Colorado, former ABI Research leader and Pike Research founder Clint Wheelock has launched a new MR and consulting company called Tractica, which focuses on the understanding of human interaction with technology.

Having set up cleantech specialist Pike Research in 2009, Wheelock (pictured) sold the firm three years later to energy sector market intelligence provider Navigant, where he then worked as MD of the marketing intelligence division, Navigant Research. Earlier, he served as ABI's Chief Research Officer, before which he was Vice President at the NPD Group and Research Director at In-Stat.

The new firm conducts in-depth qual and quant analysis across a variety of emerging technology areas, with a focus on three sectors: user interface technologies, wearable devices, and automation and robotics. Coverage includes emerging technology trends, business issues, market drivers and end-user demand dynamics across the home, mobile, health, automotive, enterprise and industrial markets. Primary research sources include industry interviews, technology analysis, product evaluations and company assessments.

Explaining the reason behind the launch, Wheelock states: 'Global industry leaders are focused on business planning initiatives and go-to-market strategies that harness the latest technologies while also providing a compelling user experience for their customers. This requires independent and objective market intelligence to help them make more informed decisions about market entry strategies, product portfolio offerings, competitive positioning, pricing, and investments.'

Web site: www.tractica.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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