March 22, 2010 07:00 ET

NetBase Previews Groundbreaking Insight Discovery Tool, Now in Private Beta, at Re:think The Advertising Research Foundation's Annual Convention

Company Extends Social Media Listening Spectrum With New Category -- Understanding

MOUNTAIN VIEW, CA--(Marketwire - March 22, 2010) -   NetBase, the Insight Discovery company, today announced that it is extending the social media monitoring and listening spectrum to include a new category called social media understanding. The company is developing a groundbreaking insight discovery tool, ConsumerBase, which is now in private beta but will be shown publicly for the first time at Re:think - The Advertising Research Foundation's (ARF) Annual Convention, where NetBase has a booth in the Social Media Experience Pavilion. Jonathan Spier, CEO of NetBase will be interviewed on the subject of social media understanding by Lynne d Johnson, SVP of Social Media at ARF, Tuesday, March 23, at 2:30 EDT.

ConsumerBase is being developed with the guidance of five of the top 10 Consumer Packaged Goods companies in the world. It is the only solution that can extract actual consumer preferences from terabytes of public and private information. Unlike tools that infer sentiment based on the presence of simple keywords, ConsumerBase actually reads full sentences and organizes search results in the context of the questions that marketers need answered. The technology understands everything from social media feeds and websites to years' worth of internal information including survey data, call center transcripts and other verbatims, and puts it in an intuitive dashboard. With at-a-glance overviews of the insights discovered, marketers can make game-changing business decisions that are based on real consumer-generated information.

"We are very proud to be developing ConsumerBase because we are confident that it will change the way companies find actionable consumer insight," said Jonathan Spier, CEO, NetBase. "We are excited to be giving a sneak peak of the product at ARF's Re:think this week and look forward to delivering this powerful solution later this year."

ConsumerBase is the ideal tool to assist marketers with netnography, a relatively new technique which brings the ethnographic practice to the Internet. To help marketers learn the basics, NetBase published a paper for free download titled -- Netnography: The Marketer's Secret Weapon How Social Media Understanding Drives Innovation -- authored by Robert V. Kozinets who has pioneered the concept of the netnographic process. He will be presenting a summary of the paper on Tuesday, March 23 at 11:00 a.m. EDT at the conference. Professor Kozinets has also written a book on the topic titled "Netnography: Doing Ethnographic Research Online," and will be signing free copies of it at the NetBase booth on Tuesday, March 23 from 12:00 - 1:30 p.m. EDT.

"I am honored to be working with NetBase to help educate marketers on the importance of netnography," said Professor Kozinets. "The company is founded in a deep recognition of the value of tapping online communications to understand consumers. NetBase has sophisticated new technology to help cutting-edge marketers drive innovation and build valuable insights."

ConsumerBase will be generally available later this year. For any questions, or to participate in the private beta program, please contact

For more information or to connect with the company please visit:
NetBase's Blog 
NetBase on Twitter
NetBase on Facebook

About NetBase
NetBase provides insight discovery tools that are changing the way people search. Its next-generation semantic technology reads sentences to surface insights from billions of sources in public and private online information. Patent-pending lenses provide context for search results and intelligently guide users to answers. NetBase solutions are assisting market researchers at Fortune 1,000 companies with netnography and social media understanding and enabling science, technology and medical (STM) publishers to enrich their documents for researchers. Five of the top ten consumer packaged goods companies, including Procter & Gamble, and two of the top three STM publishers, including Reed Elsevier, are using NetBase to find answers faster. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit:

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