Telmar tool simplifies media analysis

This is accomplished by integrating Telmar's existing survey analysis engines with the latest programming architecture referred to as SOA, .Net and a new Telmar search optimisation routine which selects the right survey for any search and delivers results via its secure data security and application distribution systems.

According to Stan Federman, Telmar's chairman and CEO, “The beauty of ReSearch Guru is that it allows someone other than a highly trained media or marketing research specialist to track down and analyse relevant media information. As media planning's role within the advertising process has gained in prominence, it's important to expand access to media analysis beyond just the media community. With ReSearch Guru, there's no reason that the creative director, as well as the account director and brand manager, can't glean basic facts about a particular product.”

While ReSearch Guru has just become available to agencies, a number of experts in the field have been given the opportunity to test-drive the product. Graeme Hutton, senior VP, director of consumer insights for Universal McCann stated, “Telmar's Research Guru system is very intuitive. One of the key ways it could assist agencies is in new business. Agency executives can quickly undertake comprehensive scans to determine the most relevant research sources that will best cover the prospective category they're considering. One could dive in and immediately identify the sources – this might also trigger new ways in which the agency looks at the market.

“Additionally, Research Guru can help planners more easily interrogate related markets, aside from the primary one being investigated. This in turn, could be useful to quickly assess and validate potential market and audience expansion possibilities for a marketer.”

ReSearch Guru has been designed for the ad business but can also be used in other fields that also analyse survey information. “For instance, I see no reason why a financial advisor who gives advice on the automotive industry or retailing or FMCG products or a political consultant couldn't use this tool to expedite their searches as well,” says Federman.

For more information, go to www.telmar.com/rsguru.