Qriously’s proposition is to provide companies and brands with real-time insights into how a mobile device user feels about things by posing in-app questions, in order to ensure better targeting of marketing messages.
Sentiment Analysis involves extracting subjective information from a text. A whole range of sentiments, such as happiness, surprise, disgust – whatever the person is feeling and expressing – can be detected. The system uses complex algorithms to analyze the language, based on a number of key words. Nowadays much of this type of analysis is done through social media – an extremely useful exercise for brands as it enable them to improve their product marketing by targeting customers more closely. However, even this sophisticated language software often fails to give precise enough results because people are surveyed in an entirely passive way. Now New York and London-based Qriously, which also has offices in Vienna, has set out to provide sentiment analysis by asking short questions instead of showing in-app ads. Analysis of the answers enables the client company to target relevant marketing messages at the consumer.
Analysis and geolocation in real time
Qriously has two products on offer: Pulse and asQvertising. Pulse, as the name implies, helps firms keep their finger on the consumer pulse by offering a platform for quizzing up to 300 million people in real time on their habits, likes and dislikes and geolocating them. As a next step, asQvertising enables consumers answering the questions to be targeted more closely for future advertising. Qriously’s approach is basically to replace in-app advertising with a short question to sound out the user’s view. For example when Microsoft bought Skype, Qriously surveyed over 1,500 smartphones for an opinion and close to 60% – a relatively high percentage – of those surveyed responded. Qriously charges its client companies based on a cost-per-answer revenue model. Clients may be advertising agencies, marketing consultancies, research companies, or whoever wishes to sample the views of the mobile app user communities. As an added touch, by offering multiple choice answers to the questions posed, Qriously enables those who are surveyed to see the most common answers.
Enabling marketeers to target ads better
Qriously is mainly used by firms wishing to recalibrate the way they target their advertising. Once the first question has been asked, a brand can interact with customers on the basis of their responses, may then ask further questions and send marketing messages. This means that brands can target their customers much more closely, almost as if they were talking directly to them. Especially since instead of responding by YES or NO, users can choose to position their answer on a spectrum, which makes answers even more precise and refined. In addition, Qriously helps advertisers to measure the effectiveness of their ads by displaying a related question after the ad has been on display for a given amount of time.