Relative Insight

Relative Insight is a technology and analytics firm founded in 2012 with offices in London and Lancaster. The firm uses technology originally created for crime detection to help brands interact with their audiences.[1] Using comparative language algorithms, the technology platform compares language sets to detect linguistic and attitudinal differences between consumers and brands, and language differences over time. It detects statistically significant differences in words, topics, style and grammar to help brands determine how to interact with consumers and in what context.

Relative Insight
TypeTechnology & Data Analytics
IndustryConsumer Market Research
Founded2012 in Lancaster (UK)
FoundersPhil Greenwood & James Walkerdine
Headquarters
Lancaster
,
United Kingdom
Key people
Ben Hookway (CEO), Phil Greenwood (CTO), James Walkerdine (COO), James Cuthbertson (CRO)
Websitehttps://relativeinsight.com

Clients are a mixture of brands as well as creative and media agencies including R/GA, Disney, Unilever, Havas, and Pearson. Relative Insight analyses the way a brand's target audience speaks online – for example on Facebook, Twitter, in comments and on forums – and provides insight to the brand on how best to appeal to this audience.[2]

History

Relative Insight was spun out of Lancaster University in 2012 by founders Phil Greenwood and James Walkerdine, who were joined by Ben Hookway and Rich Wilson in 2013.[3] The technology was originally developed through a 10-year research project with Lancaster University's linguistic and cyber security departments to detect masquerading by criminals online by analyzing language use. The first commercial application of the research was in law enforcement. The company continues that work and applies the same technology in the marketing sector.[4]

Awards and recognition
  1. Talent Unleashed UK 2014, Awards Finalists - Ben Hookway, CEO of Relative Insight.[5]
  2. Northern Tech Awards 2014, Rising Star Northern Tech Awards (2014) Annual Rising Stars.[6]
  3. Fast Growth Forum 2015, Audience Choice Award (2015).[7]
  4. Northern Tech Awards 2015, Rising Star Northern Tech Awards (2015) Annual Rising Stars.[8]
  5. The Drum News, "Microsoft Mobile overhauls 'functional' marketing language in new partnership with Relative Insight" (2014)[9]
  6. The Marketing Blog, "Unilever and ad:tech London identifies Relative Insight’s platform as one to watch" (2015)[10]
  7. Hot Topics, "How audience modelling can be used to influence customers" (2016)[11]
  8. Gorkana, "How brands stay true to their audiences" (2016)[12]
  9. The Sunday Times, "Bake Off fans skewer Hollywood" (2016)[13]
  10. R/GA & Cannes Lions Start-Up Academy Talent (2016)[14][15]
  11. Marketing Week, "100 Disruptive Brands" (2016)[16]

References
  1. Kaye, Kate (2014) To Catch a Marketer: How This Law Enforcement Data Firm Moved Into the Ad World, Advertising Age. Retrieved on 04/03/2015 http://adage.com/article/datadriven-marketing/law-enforcement-data-firm-moved-ad-world/295817/
  2. Bishop, Katrina (2014) Language analysis: Using crime fighting tech to help brands, CNBC. Retrieved on 06/03/2015 https://www.cnbc.com/id/102267980#.
  3. Relative Insight (2014). Retrieved on 04/03/2015 http://relativeinsight.com/about/
  4. Bryant, Martin (2014) Relative Insight: Language analysis to help brands understand their customers – and rivals, The Next Web. Retrieved on 04/03/2015 https://thenextweb.com/insider/2014/07/01/relative-insight-uses-language-analysis-help-brands-understand-customers-rivals/
  5. Singhoff, Florian (2014) Talent Unleashed UK 2014 Awards Finalists Announced, Wired. Retrieved on 04/03/2015 https://www.wired.co.uk/wired-insider/2014/talent-international-02
  6. "Rising Stars 2014 | GP Bullhound Northern Tech Awards". northerntechawards.com. Retrieved 2017-05-02.
  7. "Who won the Audience Choice award at the Fast Growth Forum? | Relative Insight". relativeinsight.com. Retrieved 2017-05-02.
  8. "Rising Stars 2015 | GP Bullhound Northern Tech Awards". northerntechawards.com. Retrieved 2017-05-02.
  9. "Microsoft Mobile overhauls 'functional' marketing language in new partnership with Relative Insight". The Drum. Retrieved 2017-05-02.
  10. "Unilever and ad:tech London identifies Relative Insight's platform as one to watch | TheMarketingblog". Retrieved 2017-05-02.
  11. "How audience modelling can be used to influence customers". Hot Topics. 2016-07-05. Retrieved 2017-05-02.
  12. "#SMW16: How brands stay true to their audiences - Gorkana". Gorkana. 2016-09-16. Retrieved 2017-05-02.
  13. Gillespie, James. "Bake Off fans skewer Hollywood". Retrieved 2017-05-02.
  14. Relative Insight (2016-06-28), Ben Hookway #YouTubeBeach Cannes 2016, retrieved 2017-05-02
  15. "Start-Up Academy Talent Confirmed". BBF BLOG. 2016-06-01. Retrieved 2017-05-02.
  16. "Relative Insight". Marketing Week. Retrieved 2017-05-02.
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