Should Qriously, a London-based start-up, become a force to reckon with, it may pose a challenge to the consumer research giant Nielsen.
It offers is a tool to measure public sentiment in real-time, by replacing mobile advertisements with short, targeted questions at its subscribers. It gauges the consumers’ response to a new product (“Do you like the new Gatorade advertisement?”) or a tech development (Was buying Skype a win or fail for Microsoft?)
While it may not yet have the capability to provide “in-depth research,” it has its pluses.
Qriously has some critical advantages in being real-time and, by being on mobile devices, has location options so granular that answers can be gathered even from one street.
Clients pay per answer.