Okay Human Launches Behaviorally-Triggered Qual Offer

In New York, Insights firm Okay Human, now part of newly-formed agency DigitalMYnd, has announced new tools allowing clients to survey people in the moment, based on behavioral triggers, so as to 'understand decision-making while it's still unfolding.'

Chat-based research company Okay Human, Sympler, uses methods such as private chat, projective play and modern ethnographic techniques to tap into subconscious fears and desires. The firm was acquired last month by start-up DigitalMYnd, with the combined entity promising solutions integrating behavioral signals with 'honest conversational feedback.'

The new capabilities trigger qualitative studies based on observed actions including search and browsing activity, shopping, media consumption and switching, and allow brands to target and engage consumers at key moments; identify emerging behavior and untapped segments; reconnect with the same individuals and track how decisions evolve over time; and - combined with the firm's private conversational methodology - connect observed behavior to deeper emotional understanding.

'Most companies can see behavior,' says Okay Human co-founder Alexander Kane, 'but they still struggle to understand the human reality underneath it. This allows us to engage people while decisions, emotions, and tensions are still unfolding and understand what's actually shaping those moments in real time.'

Web site: www.okayhuman.com .