SOURCE: Iconicast


April 18, 2012 00:02 ET

Iconicast Revolutionizes Market Research and Product Rating

Smurks New Mobile App, Now With Iconimetrix, Proves a Picture Is Worth a Thousand Words

SANTA CLARA, CA--(Marketwire - Apr 18, 2012) - Iconicast LLC, the company that humanizes digital communications, unveiled today at DEMO Spring 2012 the power of Smurks with Iconimetrix. The world's most human-like emoticon is now set to gauge and share the mood of a crowd with in-depth emotion and powerful back-end analytics, as opposed to a static line of 5 stars.

The malleable mobile app is expected to dramatically disrupt the multi-billion dollar world of market research with its new geo-locating feature and leading edge technology that can average out the overall mood of just about any place, event or product. DEMO is the premier launch pad for emerging technologies to unveil their products to an audience of global press, VCs, angel investors and IT buyers.

"This fun and innovative app is going to change the way the world reviews anything and change the way market research is collected and shared," said Matt Marshall, DEMO's executive producer. "That's why we selected Iconicast as one of the chosen few to launch Smurks' Iconimetrix product at DEMO Spring 2012."

With the touch of their fingers, users can pinch and stretch the adorable Smurks' face into the exact expression of what they are feeling. Users can currently share those feelings via text, email, Facebook and Twitter, but Iconimetrix will let them tag things with whatever they are feeling and review the average mood of the crowd physically around them or virtually participating in a shared experience like watching televised political debates, creating an emotional rating system. Pat Byrnes, a co-founder of the company and a celebrated cartoonist for The New Yorker, designed more than 350 facial expressions, which even includes using the corners as tiny hands.

"With its new capabilities announced today, Smurks' Iconimetrix is poised to become an invaluable tool for companies seeking to gauge customer sentiment," Byrnes said. Users can "check in" at a movie, restaurant or political debate, for example, with a Smurk that they morphed into exactly how they feel. "Not only can consumers see the temperament of the event before they arrive, companies can average out the ratings for in-depth, detailed market research across millions of users globally," Byrnes said.

"We are honored that Smurks is poised to become a game changer for consumers as well as market researchers," Byrnes said. "Not only are Smurks fun and engaging, they have proven to be useful to so many different groups of people already, including children with autism. Now with our new Iconimetrix capabilities unveiled, we are thrilled with what promise this holds for the world of market research."

About Iconicast
Iconicast was founded in 2010 by celebrated cartoonist Pat Byrnes, lauded Australian technologist Steve Landers, and tech visionary and philanthropist Dr. Michael Doyle. The men share an inspired dream for creating mobile apps designed to increase the personal connections between people in today's sometimes over-connected but out of touch world. The company's first app is the 5-star rated Smurks, currently available for downloads on the App Store for use on iPhones and iPads. In 2011 the company also created "It's Me," a caller ID unblocker also available on the App Store. At DEMO Spring 2012, the company unveiled Smurks' Iconimetrix, a revolutionary new market research tool that quantifies and averages human emotions across large audiences. For more information on Iconicast and Smurks, visit

About DEMO
Produced by the IDG Enterprise events group, the worldwide DEMO conferences focus on emerging technologies and new products innovations, which are hand selected from across the spectrum of the technology marketplace. The DEMO conferences have earned their reputation for consistently identifying cutting-edge technologies and helping entrepreneurs secure venture funding and establish critical business. For more information on the DEMO conferences, visit

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