Lassen Innovation Uses NetBase Social Intelligence to Create "Hanz"-on
Alternative to Toy Construction Sets
MOUNTAIN VIEW, CA -- (Marketwire) -- 03/21/13 -- NetBase, the Social
Intelligence Company, today announced that Lassen Innovation, a
certified management consultancy that specializes in business growth,
strategies and innovation mastery, used social media insights from
the NetBase Social Intelligence Platform to develop Hanz, an
eco-friendly and educational alternative to traditional toy
construction sets. To avoid the 80 percent failure rate of new
consumer products launched when relying on conventional methods of
understanding the consumer perspective, Lassen Innovation used
NetBase to reduce the time needed from research to design to sale.
"We already understood what our target demographic is for this
segment, but most critical is the need to understand what they want
and what's driving their conversations online in order to create a
product that speaks to them, their children and their needs. NetBase
dashboards surface those kinds of insights for us quickly and
easily," said Nicholas Webb, CEO of Lassen Innovation.
The Lassen Innovation team customized a unique dashboard in NetBase
Insight Composer to identify and analyze competitive intelligence
around competing brands, and found a small percentage of online
consumers talking about the concept of being able to build and design
their own functionality in toys and not have to follow direction.
These conversations generated only 0.16 percent of the overall sound
bites in NetBase's real-time stream, but delivered an important
insight that consumers felt creativity was being inhibited in
existing products on the market.
Using this and other social insights surfaced from NetBase's natural
language processing engine, Lassen Innovation created Hanz. The speed
and flexibility of the NetBase platform allowed for multiple critical
changes in the innovation process for the Lassen Innovation team,
reducing the cost of gaining insights by 43 percent while improving
the time to design by 63 percent. Hanz launched on January 1, 2013,
and Lassen Innovation has already sold out of their initial
production run. In over 400 technologies that have been launched by
the practice, this is the greatest-ever sales interest for a product
prior to its physical availability.
Download the full case study and watch the video to learn how social
insights drive product innovation.
NetBase delivers the social intelligence that global
enterprises use to monitor, understand, and engage with customers in
real time. Using a high-precision natural language processing (NLP)
engine combined with text analytics and machine learning, our
platform processes billions of social media posts to extract
structured insights delivered via customizable dashboards. Our
solutions enable digital marketing, public relations, market
research, customer service, sales, and product innovation leaders to
craft winning strategies faster. Clients include Coca-Cola, Kraft,
Taco Bell, ESPN, and J. D. Power & Associates. NetBase powers the
weekly Sentiment Tracker in the Wall Street Journal and our solutions
are sold globally by SAP AG. For more information, visit
www.netbase.com, @NetBase, on Facebook page, LinkedIn, or YouTube.
About Lassen Innovation
Lassen Innovation is a Certified Management
Consultancy made up of successful inventors and management
consultants that specializes in business growth, strategies and
innovation mastery. Lassen has launched over 200 technologies, and
CEO Nicholas Webb has been awarded over 35 patents by the U.S. Patent
and Trademark Office. Lassen provides a tremendous return on
investment through a prescribed approach that targets the uniqueness
of each client organization.
Lisa Joy Rosner
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