Pureprofile Adds Three New AI Tools

In Australia, data and insights company Pureprofile has launched three new AI-powered products, promising to help brands and marketers analyse online conversations, including consumer sentiment and emerging trends.

Pureprofile, founded in 2000 and based in Surry Hills, New South Wales, Australia, promises 'rich insights into real human behaviour', building in-depth profiles of consumers via proprietary and partner panels, and helping clients to understand, target and engage their audiences. In December, it launched an AI-powered video survey capability and earlier this month it added a synthetic data solution.

The firm says the new tools, developed in partnership with consumer insights software firm Quilt.AI, 'go beyond traditional social listening methods', filtering data from a wide range of sources including social media, news sites, blogs, search data and the open web, then apply AI to decode and interpret consumer sentiment and cultural shifts.

Social Meaning allows users to enter a query and receive 'actionable insights' from unstructured online consumer data, thanks to advanced AI which seamlessly decodes and interprets social and other digital data 'through a research lens'. Emerging Consumer Trends tracks online conversations across sectors including fashion, food and travel, to uncover new online trends before they become mainstream. Beauty Trends tracks emerging themes in areas including fragrance, makeup and skincare, 'across Australia and global markets'.

'So much of the modern consumer experience is shaped by online discourse' says Chief Product Officer Niamh Fitzpatrick (pictured), 'with the volume of raw consumer data being nothing short of astronomical - from the latest makeup look to viral recipes and self-care routines. Without a clear understanding of emerging trends across multiple markets, brands risk missing key opportunities, misallocating marketing spend, and failing to effectively engage their target audience'.

Web sites: www.quilt.ai and www.pureprofile.com .

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