New Company Uses Game Thinking to Help Marketers Speed up Better Ideas to Market in Less Than Half the Time

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Launching at THE Market Research Event 2013, Intengo pushes traditional research boundaries and better predicts human behavior with prediction markets.

Intengo™ helps marketers go from concepts to conclusions in as little as seven days. Created to help marketers with the frenetic pace of getting to market quickly, the company consults with clients on sophisticated forms of crowdsourcing, research, ideation and go-to-market strategy, with prediction markets as its foundation.

Leveraging the wisdom of the crowd, Intengo’s prediction markets offer clear differentiation between concepts, eliminating overstated purchase intent scores and top-two box confusion. Multiple concepts can be screened at one time, allowing marketers to include wilder, sleeper ideas generally not included in traditional research, and evaluate them with a scoring system that clearly demonstrates their polarity. The Intengo prediction markets also collect qualitative input, providing insights into how to improve the ideas being tested.

Intengo’s prediction markets operate as a virtual, online stock market. Participants, known as “traders,” are given virtual dollars to buy shares in the marketer’s ideas. Like a real world stock market, the prices for concepts fluctuate, depending on whether people believe a concept is of value or not. Traders are not asked what they would do, but rather, what they believe the target audience will do, and why. By observing how share prices move during the trading period, Intengo makes highly accurate predictions regarding the real world success of the concepts being screened.

Intengo is a sister company to Infosurv, Inc. based in Atlanta, which specializes in survey-based research designed to gauge employee engagement, customer satisfaction, and consumer opinion. Intengo was created to better address the needs of marketers interested in augmenting traditional research with new, creative solutions.

“The launch of Intengo represents several years of testing and refining our prediction market process,” said Kyle Burnam, Intengo’s prediction market process co-creator and Idea Accelerator. “There’s such a constant demand for better-faster-cheaper research, and we’ve never been able to justify a “pick two” response. This approach has enabled us to accomplish all three without compromise, and opened the door to new types of insights and user conversations that we’d never seen using traditional methods.”

Intengo and its client, Beiersdorf AG, will highlight the prediction market process at a TMRE session on Monday, October 21st, at 3:30 p.m.

Intengo is a new breed of strategic research firm that lives at the intersection of human understanding and go-to-market strategy, creating clarity for clients through the proven wisdom of crowds. With headquarters in Denver and offices in Atlanta, Intengo partners with forward-thinking businesses to fast track smarter ideas. For more information, visit http://www.gointengo.com.

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Sandy McCray
Intengo
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