Cymfony launches Online Listening Solutions.

Millward Brown and Kantar Media Cymfony announced a new suite of online listening solutions merging Kantar Media Cymfony’s analysis of social media and online discussion with Millward Brown’s brand and communications research.

The solution suite, which is being launched initially in the U.S., is designed to run alongside Millward Brown brand tracking programs and offers clients the ability to:

– Engage in real-time monitoring and crisis management to allow brands to quickly “listen” and respond based on real-time consumer conversation

– Understand brands more completely by complementing traditional equity and communications research with in-depth consumer commentary

– Inform survey design to ensure studies are created in the language and terminology consumers use and focused on the most relevant category drivers

“Our clients are constantly being charged with integrating insights across a variety of different sources to inform critical business decisions and drive strategy,” said Ann Green, Client Solutions Partner at Millward Brown. “What we have developed with Kantar Media Cymfony is an innovative framework on how to leverage social media and online discussion, and seamlessly integrate this into our brand tracking programs. And that’s a powerful thing.”

Added Natasha Stevens, Vice President of Insight and Business Development at Kantar Media’s Cymfony, “Clients have access to many different online listening tools. But today’s challenge is not access, it’s understanding – understanding of how to determine what’s important and how to best integrate social media insights with other forms of existing research. Our new solutions will allow clients to identify essential consumer feedback and respond to it quickly and efficiently.”

For more information at http://www.millwardbrown.com