Fresh Intelligence

Fresh Intelligence
Capital C

Capital C

March 31, 2009 09:48 ET

Fresh Intelligence Makes its Debut; Teams with Capital C to Challenge the Boundaries of Consumer Engagement

New on-demand intelligence gathering company provides a real-time window into collective thinking through customer advisory panels, ad hoc survey research, and strategic marketing

TORONTO, ONTARIO--(Marketwire - March 31, 2009) - With a goal of providing brands and marketing strategists with a more effective way to anticipate and respond to consumers' needs, Capital C today announced a joint venture with Fresh Intelligence, a new on demand intelligence gathering company. Fresh Intelligence - which will operate independently yet serve as Capital C's exclusive intelligence gathering group - provides a real-time window into collective thinking through customer advisory panels, ad hoc survey research and strategic marketing. The companies will collaborate to provide clients with turnkey marketing solutions that deliver results and build brands through consumers eyes by accessing, discovering, assessing and validating any initiative, concept, strategy or idea prior to creative development or market launch.

Supporting both customer advisory panel development and ad hoc survey research, Fresh Intelligence delivers timely, accurate, real-world feedback from profiled consumers within 24 hours. It enables companies, brands and institutions to target global niche consumers and gather actionable input, opinion data, motivational and influential measurement on any issue in hours instead of days or weeks. Using Fresh Intelligence, marketers can 'test before they invest' through timely access to the consumer insights that drive creative thinking and strategy development. For example, brands can get access to shopper insights before making investments in retail promotions.

"The distance between now and the future is shorter than ever. Consumer confidence can plummet in 24 hours, making the role of real-time consumer insight and engagement more critical than ever," says Tony Chapman, Founder and CEO, Capital C. "Fresh Intelligence enables us to move from the old 'command and control' model to the dynamic 'collect and collaborate' approach. In a world where consumers are increasingly in control of the media, we can now instantly benefit from new world research and build a brand by learning, interacting and collecting actionable feedback, insights and intelligence from global, profiled consumers - where and when they want to be heard. We can now get answers to critical questions at the front end of the decision-making process."

"The Internet has magnified the potential for marketers to engage with vast numbers of consumers quickly, accurately and with a high degree of efficiency. In this highly competitive and dynamic world, those that don't embrace and engage online consumer intelligence will be left behind," says Corrine Sandler, President of Fresh Intelligence. "When engaging with new world media and millions of connected consumers globally, nothing less than up to the minute insights will work."

Fresh Intelligence offers a turnkey process that makes intelligence gathering easy and seamless for clients. The process is simplified by unifying design and technology; providing full service database and panel management; and offering a dedicated account team to survey and engage with panelists or databases at a moment's notice.

"Intelligence is perishable and marketers can't afford to wait for answers. They need access to dynamic tools that provide the quick turnaround times required to effectively respond to consumers," adds Sandler. "Like consumers, Fresh Intelligence doesn't sleep; we're a 24/7/365 company."

The Fresh Intelligence team is comprised of world-class researchers, brand advisors and IT specialists who ensure actionable results and usable intelligence are obtained from each client's communication and research strategy. Reports are live and easily accessible through a password-protected report portal. Actionable data is presented in an easy-to-understand format that eliminates the need for complicated data analysis and interpretation.

"Cultivating a unique brand identity today requires immediate consumer access and engagement," adds Chapman. "Fresh Intelligence opens the door to a whole new world of ongoing communication and research. Together we are ensuring our clients keep up with their changing consumers and their strategy is created using quantitative, real-time insights."

Fresh Intelligence panel technology enables an unprecedented level of direct consumer engagement with a significant cost advantage over traditional research. For example, an established online consumer panel can collect the views of thousands of customers for less than the cost of one focus group with a dozen participants. In addition, Fresh Intelligence is offered as an on-demand service with no upfront technology investment required.

Fresh Intelligence accommodates the needs of all clients. Clients can choose to benefit from Fresh Intelligence's full service research and marketing capabilities or leverage the Fresh Intelligence technology as a standalone offering.

About Fresh Intelligence

Fresh Intelligence is the fastest, on-demand intelligence gathering company, providing 24 hour access to consumer insight - the lifeblood of brands - at quarter the cost of conventional research. The company enables unprecedented consumer engagement and real-world feedback to connect, collaborate and co-create with target markets. Headquartered in Toronto, Canada, Fresh Intelligence is the exclusive intelligence gathering group at Capital C. More information is available at: http://www.freshintelligence.com/.

About Capital C

Capital C (http://capitalc.typepad.com) is an international award winning and leading marketing activation agency that was named the 2006 Agency of the Year in Canada. The agency is best described by Marketing Magazine writer Paul-Mark Rendon as one that "evolved from a shop that simply creates promotions, to one that promotes creations." Tony Chapman - a recent inductee to the Canadian Marketing Hall of Legends - founded Capital C in 1992, and is at the helm of an agency that is rich in talent and entrepreneurial in spirit. It is home to artists, writers, performers, innovators and inventors. Together they craft creative and strategic marketing for some of the finest clients in the world.

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