Clarite Research has today announced the launch of the marketing industry’s first ‘Mass-Qual’ research tool, at the Insight Show, part of Marketing Week Live! at Olympia, London. The online Clarite tool is built on proprietary technology to solve the challenge of quickly and cost-effectively delivering objective insight on all forms of marketing communications using a large, geographically dispersed research sample.

The Clarite tool has been designed specifically to enable brand owners and agencies to optimise research on any form of communication which can be uploaded, including print, digital, video and call centre communications. It uses an online panel to quickly target large numbers of respondents and Clarite’s proprietary STIKKY technology, which allows respondents to attach virtual ‘post-it note’ comments to any part of the communication mix under research, including direct mail, email, web pages, video and recorded conversations or messages for example.

Clarite’s Mass-Qual tool presents a viable new concept in qualitative research methodology. It neutralises the problems of basing insights on feedback from a small sample, moderator bias and a lack of objectivity due to the influence of circumstantial dynamics of focus group research.

Jeremy Braune, Director at Clarite, explains: “The constant challenge for researchers is to provide clear, highly actionable results that are robust enough to allow decision making that then maximises ROI. Whether the client wants to research the clarity and impact of a new direct marketing campaign a TV ad or a website for example, our tool can do this quickly, without a lot of hassle and more cost effectively than traditional qualitative research techniques.”

Clarite’s STIKKY technology is an innovation in qualitative research. The STIKKYS leave clusters of STIKKY ‘dots’ that identify the biggest issues on materials under review, which are then easily collected and analysed using the tool’s automated ‘roll-over’ capability.

For example, with a sample size of over 100 respondents Clarite’s Mass-Qual tool can present crowd-sourced analysis in just 24 hours after launch, with a full debrief available within one week. Clarite is able to provide research findings to customers for in-house analysis, or deliver a complete solution including debrief.  Clarite is also available under licence to agencies.

For more information or a demonstration visit Clarite Research on Stand 231 at the Insight Show, part of Marketing Week Live!, at Olympia on Wednesday, June 27 and Thursday, June 28.