Earlier this week the startup launched Thumb pro, a
premium offering for brands, agencies, and market research firms to
tap into community for the same type of concentrated, instant
Before launching the service, the startup tapped a group of
advisors known for spotting useful emerging technologies for
brands, including L'Oreal
VP-digital strategy Rachel Weiss, 360i VP-emerging media, David
Interactive CMO Dave Knox, and PepsiCo director of digital Ashwin
Nathan. All have been testing out the new product.
The product's value is as clear and simple as the consumer
facing aspect – instant feedback from mobile focus groups. Be
it for creative work, ad copy, design and aesthetics, or even
product pricing, the idea is to give marketers, agency execs, and
market researchers a tool to gauge public sentiment without any
fuss, just set your parameters and post.
"Thumb Pro is a great resource to get authentic feedback almost
instantly on stuff like ad copy, packaging and creative," said Knox
Most of the interaction is binary by design; a user weighs in
via thumbs up or thumbs down. And though questions can be posted
with open ended facets, only about 22% of responsive include
commentary or qualitative remarks.
"Real-time customer feedback is something brands are always
seeking. Being able to mine opinions versus interest provides
brands a new valuable tool to quickly gather customer insights,"
The polling tool will work on a tiered, freemium model, ranging
from a free consumer product with limited responses and no
targeting or filtering, to a paid pro service that allows up to
1,000 responses per question, and an array of features, like
targeting by user demographic and advanced post-fact filtering by
sentiment, age, and gender.
According to Harris, one eventual goal is to build in the
capability to track change in consumer sentiment over time.
The New York City-based startup and has raised total of $6
million, with Bluerun Ventures and Softbank Capital as the lead