Language analysis service’s web tool will amplify Havas helia campaigns
London – April 15, 2014 – Relative Insight (www.relativeinsight.com), the language analysis service that turns language into data, announces today the signing of Havas helia (www.havashelia.com) as a client for its platform. Havas helia has selected Relative Insight to analyse how the language of its clients is resonating with consumers and compares to competitors.
With Relative Insight’s technology, Havas helia will have access to critical observations on consumer behaviour. These observations, previously inaccessible via traditional research methods, allow Havas helia to better inform the marketing strategies it creates for clients. The agency will be able to more efficiently measure consumer attitudes and how they shift over time, and peoples’ reactions to language used by brands. In addition to the web-based platform, Havas helia has access to Relative Insight’s team of experts who can provide an additional level of analysis and comparison on the data sets they are looking at.
“Relative Insight’s technology is unique in the industry and gives us a competitive edge,” said Ben Silcox, chief digital and data officer at Havas heila. “The breadth of data we have access to thanks to Relative Insight – combined with the ease of use – means we can efficiently analyse any language out there related to our clients. We can look at what the client is saying, what their current and prospective customers are saying and how that changes based on the client’s brand message. The ability for us to make quick changes based on this information is extremely valuable to our team.”
In addition to clients such as easyJet and Simple, Relative Insight has worked with Havas helia on the Dove brand. Havas helia wanted to understand the way women talk about skincare in Brazil, and how it compares to the way women discuss it in the US, the UK and India. Using Relative Insight, Havas helia learned how important it is to women to be able to moisturize quickly, and that body oils are viewed negatively because they’re not perceived to absorb as quickly as other moisturisers. Women discussed these topics differently in the four countries analysed, and this key intelligence allowed Havas helia to create a compelling campaign and increase overall engagement for Dove.
“Working with Havas helia, we’ve been able to equip them with the tools they need to more effectively analyse brand language, but also provide a deeper level of analysis, critically by showing the ‘How’ as well as the ‘What’.”, said Ben Hookway, CEO of Relative Insight. “We’re looking forward to continued work with the team and their brands this year.”
Relative Insight’s technology is based on ten years of research at Lancaster University. It was initially developed for law enforcement to identify masquerading by criminals by analysing the language used in conversations at scale. The company officially introduced its commercial offering in June 2014 and now works with major brands and agencies to provide a deep view into the language found in marketing copy, website copy, social media, forums and any other channels where language is used in relation to a brand.
About Relative Insight:
Relative Insight turns language into data to give brands valuable intelligence on consumers and competitors. Using Relative Insight’s platform, brands can efficiently analyse all the messages they put out and all the language that people use to talk about them and the style in which they do so. With this information, marketers can determine the overall attitudes consumers exhibit toward brands and how those attitudes shift over time. Based on comparison techniques the Relative Insight technology applies to language, brands can better inform their marketing strategies and measure the success of campaigns by tracking the effect that changes in marketing language have on consumer behaviour and attitudes.
Relative Insight is defining the white space between deep qualitative marketing research and (primarily) quantitative monitoring services. The technology was built based on 10 years of research at Lancaster University, initially developed to identify criminals in the fields of child protection and counter-terrorism (where it still operates). For more information visit www.relativeinsight.com, follow @relativeinsight, or monitor the #languageisdata hashtag.