Aha! Adds Video Communications to MR Platform

Online qual research specialist Aha! has integrated Zoom video conference call technology into its MR solution, enabling users to conduct live webcam conversations with consumers and gain insight into the behavior that drives buying decisions and product usage.

Aha! allows users to create and run fully customizable qual studies, and evaluate ideas and communications such as TV ads, print and digital messages. In February, the company launched ad/concept testing feature TruRotation, which uses a proprietary algorithm to rotate ideas, allowing researchers to deliver a randomized presentation of ideas for qual/quant testing for consumer and B2B studies.

The company has now integrated Zoom's Video Communications cloud-based solution into its platform, adding video, voice, content sharing and chat technology. This enables scheduled or ad hoc conversations to take place with consumers, accompanied by automated machine learning or human transcriptions of the discussion.

Ray Fischer, CEO of Aha!, says the technology will augment work such as digital ethnography programs, customer experience studies, web-usability projects and concept tests. 'Our integration with Zoom is a real leap forward that enhances our ability to provide clients with yet another world-class tool that fits perfectly in our product portfolio. This collaboration pushes our insights technology platform beyond what is available in the marketplace today', Fischer adds.

Web sites: www.ahaonlineresearch.com and www.zoom.us .