Invoke Adds Video Features to LIVE Solution

Online qual specialist Invoke Solutions has released a new version of its Invoke LIVE software / service, which integrates online video into its large-scale virtual groups in real-time, to help entertainment and media clients understand the drivers of consumer behavior.

Invoke describes (and trademarks) itself as 'the Big Qual Decisions company' - and the 'Big' applies to the methodology as well as the decisions. LIVE brings together key stakeholders at client companies and hundreds of participating consumers in an organic, real-time conversation, of 60 or 90 minutes - the tool is moderated by the company's consultants and powered by its patented large-scale audience research dashboard.

The latest version of Invoke LIVE integrates live video of subsets of audience members who engage in the sessions, bringing stakeholders face to face with dozens of target consumers who opt in to on-camera participation prior to each event. Researchers can observe facial expressions, physical reactions and hear tone-of-voice as concepts are tested, 'as if everyone were physically in the same room', according to the company.

Live verbatim sentiment analysis and the firm's participant voting feature supplement these insights, and users can break off for 1-to-1 chats or throw in questions 'on the fly' to ensure the right issues are fully explored. The current version of Invoke LIVE includes three solutions: Invoke Studio, allowing video content producers to track and measure viewer engagement moment by moment; Invoke UX, helping to optimise customer experience in apps, user interfaces and web pages; and Invoke Concept Optimizer for testing and refinement of brand messages, ads and campaigns, packaging and other concepts by analy6sing real-time reactions.

CEO Gigi Wang (pictured) comments: 'Video offers new intimacy, subtlety and understanding to large-scale online qualitative market research by letting you see the book beneath the cover. Also, Invoke LIVE's enhanced real-time sentiment analysis capabilities support dozens of world languages, giving multinational companies a global view of consumer sentiment'.

The company's home page is at www.invoke.com .

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