Quester Hires Leader for New Social Narratives Initiative

In the US, consumer intelligence company Quester has hired Joy Boggio to lead its new Social Narratives initiative, which aims to discover broad consumer behavioral insights that emerge through the stories found on forums, blogs, message boards, reviews and social media sites.

Quester creates conversations, planned by moderators, conducted by artificial intelligence, and launched to huge samples. Conversations are analyzed by researchers who examine nuances and hidden emotions in language that drive behavior. The firm's existing linguistic analysis expertise is now being applied to aggregated, unprompted online consumer conversations which Quester will collect, analyze, and deliver to its clients as 'Social Narratives'.

Boggio (pictured) joins from social media insights specialist LRWMotiveQuest, where she served as VP of Client Delivery. Prior to this, she spent more than twelve years at full-service marketing insights agency C+R Research, where she most recently served as Senior Director, Online Qualitative Services; and she spent a further twelve years at Synovate, latterly as Coding Manager.

In her new role, Boggio will work alongside the Client Strategy and Research teams. Quester President Tim Hoskins comments: 'The narratives Joy and her team will deliver to clients will encapsulate perceptions, emotions, experiences, and more to help inform and drive their research and business decisions.'

Web site: www.quester.com .

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