Civicom Unveils Pinterest-Based MR Service

US firm Civicom Marketing Research Services has introduced a service to enable clients to use Pinterest for their market research projects.

Founded in 2000 as PlezeCall, Greenwich, CT-based Civicom offers telephone and web-enabled in-depth interviews and focus groups through its CyberFacility; mobile qual research services and mobile surveys through the InSitu tool; and an online multimedia bulletin board called Civicom Chatterbox. The firm also provides respondent recruiting services, a mobile shopper feedback app and qual text analytics.

The new Civicom Pinterest services are designed for conducting any qual research study where clients tap into online photo diaries, or create collages relating to brand or idea association. Each respondent is provided with a Pinterest account through which to pin images and provide descriptions based on the research activity required. Throughout the process, respondents receive technical assistance from a coach, who ensures that the pins are well thought out and clearly illustrate the study objectives.

Senior Account Manager Annie McDannald (pictured) explains: 'We help our clients engage Pinterest as a sorting tool, for an online photo diary, or to combine it with a mobile qualitative study including IDIs [depths] or focus groups. Pinterest has a lot of possibilities when used as a self-standing research study tool, and as part of a homework assignment.'

Web site: www.civi.com .