The Royals has today launched a new mobile
research tool that allows brands to gather consumer intelligence in
real-time to harness insights, develop strategy and deliver results with
confidence.
Polly, launched in partnership with customer
experience consultancy BrandHook, uses a chatbot interface delivered via
Facebook Messenger to recruit people to respond to research questions
directly on their phone - while they are out shopping, on a night out or
hanging out on their couch at home. In other words, going about their
daily lives.
By taking the research out of manufactured environments, Polly allows
brands to gather real insights from real people in real time. The tool
has many applications and is completely customisable to suit individual
project objectives.
Clients can choose to recruit research
participants for each individual project, or use Polly's ever-expanding
consumer panel, dissected across demographic or lifestage lines to suit
their needs.
Says Dave King (pictured above), innovation partner at The Royals:
"Polly is a dynamic research tool for a market that wants real insights
from real people, with rapid turnaround by gathering information on the
go. We can use Polly to help clients harness insights, develop strategy
and facilitate meaningful business decisions based on feedback from
people going about their everyday life - which means we can deliver the
result with confidence, all anchored in authenticity.
"We've
already had strong interest from many existing and potential Royals
clients in early conversations, and I look forward to introducing Polly
to many more of our partners."
Says Pip Stocks, CEO of BrandHook: "Polly brings together our deep understanding of ethnographic
techniques and The Royals' expertise in AI. We believe it will change
the way businesses understand CX from an ever-moving consumer by
allowing brands to gather intelligence in situ, not relying on
reflective memory."