'Preference Predicting' Patent for Affinnova

Concept testing and forecasting software specialist Affinnova has secured a patent for a system of 'predicting personal preferences', designed by the firm's VP of Analytics Kevin Karty.

Affinnova is headquartered in the US, with additional offices in France, Germany, the UK and Switzerland. Its patented technology identifies the concepts with the greatest market potential from a range of options, and then measures them against relevant benchmarks and competitor concepts based on consumer preference.

Karty (pictured), who is a member of Affinnova's product innovation team, is the inventor of the firm's prediction system, which analyzes a person's characteristics and feedback to calculate their affinity with attributes of specific concepts.

Waleed Al-Atraqchi, President and CEO comments: 'Affinnova's application of advanced algorithms to the marketing process enables marketers to search expansive spaces of viable options to find consumers' top concepts and to more accurately validate those concepts. This dramatically improves the success rate and time to market for new products, advertising and packaging.'

Affinnova already holds five US patents, developed by co-founder and CTO Kamal Malek.

Web site: www.affinnova.com .