We believe that persistently illuminating, understanding, and advocating for populations will empower decision-makers and improve outcomes.
Businesses are constantly seeking deeper insights into the (ever changing) minds of their customers. What do they need today? What will they need tomorrow? How do they feel about my brand and my products? What does their decision path look like?
To answer these questions, marketing professionals frequently turn to dashboards. All too often, however, these tools fail to provide the depth of information they need. It’s one thing to have easy access to data like basic social media metrics and brand mentions in a given time period, but having the insights and ability to truly understand why customers make decisions – and to have this information on a global scale – is another. Dashboards can neither solve this problem nor recommend action; they are limited by the constructs of their code. But Feedback can do these things, and does so everyday for its clients.
Feedback specializes in developing contextual voice-of-the-consumer research through digital channels for mid-size and large global brands. We help marketing professionals deeply understand their customers in ways that tools and automated technologies simply cannot. Using our unique HumanFilter system to conduct ethnographic research into very specific audiences, our hand-trained data scientists (from fields such as psychology, sociology, and anthropology) observe behaviors, identify preferences and channels, and analyze findings. We then provide clients with action plans based on this research, which frequently lead to higher levels of brand awareness, increased customer engagement and greater sales.
This system also differs from other common research methods because our data is compiled through careful online observation – without audience engagement – which provides a very authentic, uninterrupted picture of the discussions, actions and sentiment of these groups. This complete data set – which we share with our clients – provides rich analysis and informs detailed recommendations based on actual findings.
Chief Behavioral Officer
In 2009, Feedback introduced a smarter way to leverage ethnographic research for greater results. This unique HumanFilterSM system – a proprietary process used to uncover online conversations of all types, which are then analyzed by social scientists for the development of superior marketing programs – has since become the standard for many of the world’s leading brands.
In 2021, Feedback, the online behavior research pioneer, announced a merger with a digital health technology company, CareStarter of Austin, TX. Feedback will continue to operate its unique company of twelve years in serving a wide variety of industries including an emphasis in healthcare, higher education, staffing, and more.
To date, Feedback has conducted its unique style of research in over 50 countries, and the firm offers its services in all major languages. Rather than using U.S.-based translators and technologies, Feedback partners with local researchers in the countries where the HumanFilter insights are being gathered – leading to a far better understanding of individual cultures, customs, audiences and the real vocabularies used to discuss products, trends and brands.