Relative Insight applies the same methods to help brands interact and communicate more effectively with their audiences, focusing on comparison of the way people speak to derive insights that fuel sharper strategy and smarter communication. The technology has origins in a 10-year research project into criminal linguistics, where it was designed to identify and track criminals online. The platform compares two data sets to identify significant similarities and differences in the way people speak, from word choice to sentiment to grammar.
R/GA, a New York-headquartered international advertising agency and subsidiary of Interpublic, the worldwide marketing agency group, has selected Relative Insight as one of eight early stage technology businesses onto its Marketing Tech Venture Studio programme.
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