Digital Strategy Firm Undercurrent Announces Digital Behavior Study

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The Undercurrent digital behavior study will provide deep behavioral insight into the most sought after business audiences.

Unfortunately, many brands have near zero visibility into the digital behaviors and habits of their customers, or how those patterns are changing over time.

Undercurrent, a leading digital strategy firm, announced today the creation of a digital behavior study, an ongoing research project to be led by former MIT researcher Joshua Green, PhD.

"The vast majority of our strategic recommendations are based on insights derived from behavioral observation of our client's core audiences," said Aaron Dignan, CEO of Undercurrent. "Unfortunately, many brands have near zero visibility into the digital behaviors and habits of their customers, or how those patterns are changing over time."

Undercurrent's study will profoundly change that, providing access to this valuable and elusive information for some of the most valuable digital audiences.

"Take mobile for instance. Everyone knows it's a hot space right now, but very few know how mobile devices really figure into their customer's day," said Joshua Green PhD, who joins Undercurrent today as its first Research Specialist. "What if you could know not only what they're doing, but which desires, habits, and practices matter most to your strategy?"

"Like any Undercurrent project, we began by questioning everything about the status quo of Internet research, and with the launch of this study we are aiming for something entirely different, something that provides our clients with the kind of information that is immediately actionable," added Dignan.

The study will focus on six initial segments of the population in its first trimester—all of which will be specifically defined by the study's first subscribers. While the company's existing client base will seed the initial subjects, Undercurrent is accepting inquiries for future openings.

"Undercurrent's ability to transform insights into strategy is unique in the industry. When I learned of their intention to launch a research practice I immediately thought about the opportunity to gain actionable insight into our consumers' behavior. We are very optimistic about the potential of this study," said Shiv Singh, Global Head of Digital, PepsiCo Beverages.

Undercurrent plans to track longitudinal data for the broader market as well, releasing this information to its entire client base three times per year. After this initial trimester, the company plans to add additional markets into the mix, with China slated to launch in early 2012.

"Targeted groups of highly influential and relevant decision makers are important to our overall strategy at GE. We understand their behavior at the moment of search, but the rest of their online time is more complex. We think this study will produce new ways to get at those insights," added Linda Boff, Executive Director of Global Digital Marketing at GE.

To find out more about the digital behavior study, contact behavior(at)undercurrent(dot)com.

About Undercurrent
Undercurrent applies a digital worldview to business strategy—focusing on transformation across the enterprise, enabling businesses to create durable competitive advantage. Since 2007, Undercurrent has focused on developing strategies that help clients outperform the market by harnessing the disruptive power of digital.

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Aaron Dignan
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