SOURCE: Crimson Hexagon

October 14, 2008 09:05 ET

Crimson Hexagon Launches to Help Companies Understand and Quantify Consumer Opinions Online

Solution Goes Beyond Clip Counting to Let Companies Identify, Track and Analyze Online Opinion

CAMBRIDGE, MA--(Marketwire - October 14, 2008) -

News Facts

-- Crimson Hexagon sees an enormous gap between current brand monitoring solutions and what brand managers need to efficiently and accurately track and follow the high volume of conversations happening online. To address this, the Company developed the only brand monitoring solution capable of inferring opinion on an ongoing basis without human analysis.

-- Consumers are making their opinions known on blogs, in chat rooms and other forms of social media forums. Keeping up with the sheer volume of information is daunting and translating that data into meaningful insight currently requires time intensive human-driven analysis.

-- Existing brand monitoring solutions perform key word searches and can tally the number of mentions, but require human intervention to extract opinions. Crimson Hexagon's unique algorithm allows it to decipher anything a human could from unstructured text. And, its clustering capabilities help organizations translate the conversations taking place into key themes and trends.

-- Crimson Hexagon is:

     -- Scalable - Companies can use Crimson Hexagon to sift through
        massive volumes of online information to determine how people
        feel about a brand or product.  The underlying algorithm can
        decipher opinion from text just as a human could at a scale
        that's significantly greater than other brand monitoring
        solutions currently available.
     -- Automated - Crimson Hexagon can track and analyze online
        opinions without human intervention and can immediately
        decipher opinion as it changes.
     -- Insightful - Crimson Hexagon does more than count online
        mentions -- it identifies consumer likes and dislikes and
        provides actionable intelligence.  That information can
        supplement marketing research and be used internally for
        product development and marketing campaigns.

-- The technology behind Crimson Hexagon was developed by Gary King, the David Florence Professor of Government at Harvard University and director of the Institute for Quantitative Social Science, and his team. Crimson Hexagon has an exclusive licensing agreement with Harvard University's Office of Technology Development for the technology.

-- Crimson Hexagon is currently available via consulting services and will be available via Software as a Service (SaaS) in 2009.

-- The Company was founded in 2007 by CEO Candace Fleming and Chief Scientist Gary King.

Links for more information:

The Crimson Hexagon Blog

Crimson Hexagon logo

Gary King's Web site

Quotes, attributable to Candace Fleming, CEO and co-founder, Crimson Hexagon

"For decades, marketing departments have spent time and money on market research to get into the minds of their consumers. With Crimson Hexagon's automated opinion monitoring, we believe we can offer a meaningful and extremely timely alternative."

"Crimson Hexagon technology ensures that people do what they're best at: understanding and acting on human opinion; the algorithm takes care of the volume of information. With other brand monitoring solutions, humans become a bottleneck as they try to keep up with the data generated. This constrains the ability to quickly act on the information captured."

"Our technology enables marketing departments to be highly agile and responsive to their consumers. It benefits everyone as the consumer gets the product designed the way they want and brand managers develop a competitive advantage."

Quotes, attributable to Gary King, Chief Scientist and co-founder, Crimson Hexagon

"The Internet brought about a fundamental shift in our society and the rise of consumer generated content is changing it even more. Every fifteen minutes, new information equivalent to the data contained in the Library of Congress is added to the Internet. Keeping up with that volume is challenging; making sense of it is even more so."

"Our technology amplifies a small amount of input from humans, and automatically analyzes enormous quantities of information we could never convince humans to read. We avoid standard approaches to natural language processing, involving individual document classification, and instead developed an approach to natural language understanding: a new technology that characterizes any full collection of expressed opinion without bias."

About Crimson Hexagon

Crimson Hexagon is the only brand monitoring solution that lets major corporations clearly see people's opinions about their products, services and markets online. Companies can use Crimson Hexagon to translate online conversations and opinion into meaningful insights about the issues that are important to their customers and prospects. Crimson Hexagon was founded in 2007 with headquarters in Cambridge, Mass. For more information, contact Crimson Hexagon at 617-547-1072 or visit

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