zeitgeist was conceived and founded by Bourke Marrison in 2021 after being introduced to the growing power and capabilities of Machine Learning (ML), Artificial Intelligence (AI) and Natural Language Processing (NLP).
zeitgeist is the product of a partnership with Toronto-based tech start-up hiwave.io and their patented NLP platform talkAItive.com.
After spending several months alongside the talkAItive team, Bourke developed a model to apply the platform's capabilities to the needs of the marketing world.
Supplementing Qualitative intelligence is but the first phase of several planned, future applications.
There is much work ahead!
Bourke is a life-long marketer with a strong interest in understanding what makes consumers tick and turning that knowledge into persuasive actions that yield positive business outcomes.
Bourke is a self-professed enemy of the status quo.
His experience spans market research, agency/account leadership and brand marketing.
Category/vertical experience includes retail, FMCG, banking/finance, telecom, public sector, technology, automotive and more.
zeitgeist is the product of considerable time spent listening to consumers and how they interact with, feel and talk about, brands, products or services.
Of all the experiences, one stood out; Qualitative was often inelegant, dated and in need of some 21st-century updates.
Sitting behind the glass watching focus groups that may or may not turn up meaningful insights.
Bias, groupthink, poor moderation, the "there for the money" thinking of professional group attendees - it can all lead to poor results.
Trying to get into the consumer's head via a poll or survey and believing that the right questions were being asked might work. Pairing Qualitative needs with the most recent advances in ML/AI and Natural Language Processing led to zeitgeist.
What if we could 'listen' to consumers 'in the wild', unprompted, unpaid to talk?
What if we could find them in the places where we know they gather to talk about categories, brands and more and extract insights - at scale - without risking the pitfalls of the older methods of gathering Qualitative intel?
What if you could learn more, faster and for probably less than a round of groups?
zeitgeist takes marketers into the 21st century of Qualitative research and insights. Using an ability to gather, sort and understand the general sentiment of the millions of online details about your brand, company, products or service, we can tap into the bounty of information online. We do it without privacy infringement, at scale.
We listen to what's being said online - anywhere consumers might be talking about you.
We turn it into meaningful insights and manageable information.
We help you better understand the conversations about you.
We help you make better marketing and business decisions.
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