Keyword Search Tool facilitates media analysis.
July 9, 2007 -
Designed for use in ad industry, ReSearch Guru(SM) combines web-based search with questionnaire analysis. It integrates Telmar survey analysis engines with SOA, .Net, and search optimization routine, which selects right survey for any search and delivers results via its secure data security and application distribution systems. Solution can also be utilized in other fields that analyze survey information.
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|Original Press release |
Telmar Information Services Corp.
148 Madison Ave., Fourth Floor
New York, NY, 10016
Telmar Revolutionizes Media Research with ReSearch Guru(SM)
Keyword Search Tool Simplifies Media Analysis for Non-specialists
NEW YORK, June 21 -- Telmar, the world's leading provider of media planning software, today announced the introduction of its new proprietary web-based search tool named ReSearch Guru(SM) (http://telmar.com/rsguru ). This revolutionary product combines the simplicity of Web-based Search with the complex world of questionnaire analysis. It does so by integrating Telmar's existing survey analysis engines with the latest programming architecture referred to as SOA,.Net and a new Telmar search optimization routine which selects the right survey for any search and delivers results via its secure data security and application distribution systems.
According to Stan Federman, Telmar's Chairman and CEO, "The beauty of ReSearch Guru(SM) is that it allows someone other than a highly trained media or marketing research specialist to track down and analyze relevant media information. As media planning's role within the advertising process has gained in prominence, it's important to expand access to media analysis beyond just the media community. With ReSearch Guru(SM) there's no reason that the Creative Director, as well as the Account Director and Brand Manager can't glean basic facts about a particular product."
While ReSearch Guru(SM) has just become available to agencies, a number of experts in the field have been given the opportunity to test-drive the product. Graeme Hutton, Senior Vice President, Director of Consumer Insights for Universal McCann stated, "Telmar's ReSearch Guru system is very intuitive. One of the key ways it could assist agencies is in new business. Agency executives can quickly undertake comprehensive scans to determine the most relevant research sources that will best cover the prospective category they're considering. One could dive in and immediately identify the sources - this might also trigger new ways in which the agency looks at the market. Additionally, ReSearch Guru can help planners more easily interrogate related markets, aside from the primary one being investigated. This in turn, could be useful to quickly assess and validate potential market and audience expansion possibilities for a marketer."
ReSearch Guru (SM) has been designed for the ad business but can also be utilized in other fields that also analyze survey information. "For instance, I see no reason why a financial advisor who gives advice on the automotive industry or retailing or FMCG products or a political consultant couldn't use this tool to expedite their searches as well," said Federman.
Here's an example of how ReSearch Guru (SM) works for the advertising practitioner. The advertiser or advertising agency seeking specific data about the number of Coca-Cola drinkers just types "Coca-Cola" and all the relevant surveys to which the company subscribes, such as MRI, Simmons, Scarborough, Monroe Mendelsohn, etc., automatically appear on the users computer screen with the users of Coca-Cola analyzed and reported. To see a demographic breakdown of Coca-Cola drinkers, the user selects a survey and clicks "Demographic Report." Instantly a graphical analysis appears ready to be printed, exported to Excel or to PowerPoint. Similarly if they wanted a media report of Coke drinkers they would click "Media Report." All the analysis is done for you within seconds. The ReSearch Guru (SM) works from any location having Web access.
Telmar is the leading provider of media planning software in the world today and serves thousands of users including the world's largest advertising agencies, advertisers, broadcasters, Internet providers, publishers, out-of- home operators and researchers from offices in London, Paris, New York, Chicago, Los Angeles, Toronto, Amsterdam, Brussels, Hong Kong, Shanghai, Warsaw, Johannesburg and Cape Town. For further information see http://www.telmar.com/
CONTACT: Kathleen Ruane of Kathleen Ruane Communications, LLC, +1-646-329-4760