The web has ears - low key press release brings invaluable learning

In October 2009, Philips & ABN Amro announced a joint venture to produce the Rationaliser – a product aimed at home investors consisting of a bracelet and bowl which “reads” the body’s reactions to stress and alerts the user to their stress levels, thereby potentially preventing them from making irrational decisions when trading.

An extremely innovative and responsible initiative, born from an unusual partnership between a world leading technology manufacturer and a major financial institution, but what would the online world think of it?

i to i research conducted an iCITE analysis to track reaction to what had only been a low key press release picked up by the online techy press. iCITE revealed some fascinating insights:

• Two key consumer benefits were being talked about – gadget enjoyment and risk control
• These benefits would need to play centre stage in any ongoing product promotion
• There was huge interest in the product as a "gizmo" even if people didn't think they would buy it (i.e. PR benefit could outweigh sales benefit)
• However, the financial audience was a little less receptive, believing that living on one's nerves is all part and parcel of the daily life of a trader

• iCITE
• Methodology - social media evaluation     
• What’s different about iCITE?   
• Blog analysis  
• Case study - Asda Halal meat
• The Long Tail of Communication

For more information on how iCITE could help you, please contact Tracy Hubbard or Orlando Plunket Greene at icite@itoiresearch.com or call on 020 3178 2160.