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Mobile Matchup and More

By: Karen A. Newman
Posted: August 26, 2008, from the September 2007 issue of GCI Magazine.

page 4 of 5

What it is: WiseWindow is a consumer and expert insight tool that crawls reviews, blogs and discussion boards to measure competitive brand and product sentiment over time to define and verbalize trends as consumers or experts see them. It also allows marketers to isolate relevant key words and phrases.

How it works: Marketers use the tool for new product development, product optimization, and as a complement to or substitute for focus groups and awareness and attitude studies. It is always current, accesses a larger base of consumers and is less expensive. Additionally, it can measure relative buzz for products, brands, celebrities and the attached associations.

According to Raulee Marcus, new business developer for the technology, one beauty expert was excited to see that the application can identify a terminal value, such as freedom, and see how it applies to their product category and find positioning opportunities. “Another expert was excited because they are having trouble with a sub-brand they just launched, and they now can see the source of the problem,” said Marcus.

Readers who want to learn more about WiseWindows, based in Santa Monica, California, can contact Marcus at

Eyes on Tomorrow

The neat thing about new technologies is that they build on something that has come before. Who knows what may be next for mobile-activated color matching and customer interaction. Adapting novel technologies to use in the beauty industry is just the start. How it is used to build a brand is what really makes the difference.