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Qualitative research platform Sympler launches in Australia with Karen Dwyer as partner

Qualitative research platform, Sympler, is launching in Australia this week.

The business uses chat technology to gather qualitative consumer research. It claims its results are more reliable than traditional research as “people are deeply engaged with the platform and providing their answers in environments where they feel most comfortable.”

Research platform Sympler is launching in Australia

Joining Sympler as partner is Karen Dwyer, former chief strategy officer at DDB Group Melbourne. Dwyer joins after a year as head of brand at fitness app Sweat.

Ben Jenkins, co-founder and CEO, said Sympler was a perfect fit for the Australian market.

“We’re excited to bring Sympler to Australia. Australians have the reputation of saying what they think, but traditional market research platforms often misunderstand their underlying message or take too long to provide the insights. Sympler, and the messaging technology that it uses, has the ability to provide a deeper understanding of what consumers are thinking and the reasons for it, quickly,” Jenkins said.

Dwyer was previously CSO at DDB Melbourne

Dwyer said the platform will play a valuable role in COVID-19 consumer research.

“There is a lot of formal research being conducted right now on the economics of the COVID-19 pandemic, but there is nothing that drills into the emotional level that is accessible and asks the simple question of ‘how do you feel’? This platform allows anyone across the globe to log how they are feeling and creates and emotional heat map to show how global citizens are feeling due to the coronavirus,” Dwyer said.

Sympler has launched a global mood and feelings tracker initiative, How Do You Feel, which will document the emotional crisis caused by COVID-19.

Dwyer said: “This initiative will help organisations understand how they can respond to the emotional crisis that is emerging alongside the health and economic situations. Never has there been a more important time to tap into the emotions of Australian and global citizens.”

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