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Relative Insight

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Relative Insight was founded in 2012 and is a privately held company with offices in London and Lancaster. Relative Insight uses comparative language algorithms, developed with Lancaster University's linguistic and cyber security departments,[1] to detect changes in language. The firm was spun out of Lancaster University by founders Phil Greenwood and James Walkerdine, who were joined by Ben Hookway and Rich Wilson in 2013.

  • Ben Hookway: Chief Executive Officer
  • Phil Greenwood: Chief Technical Officer
  • James Walkerdine: Chief Operating Officer
  • Rich Wilson: Chief Marketing Officer[2]

Clients are a mixture of brands, as well as creative and media agencies including Microsoft Mobile, Saatchi & Saatchi, Havas helia, Maxus, and Ogilvy.[3] The first commercial application of the research was in law enforcement. Relative Insight was focused on detecting masquerading by criminals online. The company continues that work but has expanded into the marketing world.[4] Relative Insight analyses the way a brand's target market speaks online – for example on Facebook, Twitter, in comments and on forums – and advises the company how best to appeal to this audience.[5]

Awards and recognition

  1. Talent Unleashed UK 2014, Awards Finalists - Ben Hookway, CEO of Relative Insight.[6]
  2. Northern Tech Awards 2014, Rising Star Northern Tech Awards (2014) Annual Rising Stars.[7]
  3. Fast Growth Forum 2015, Audience Choice Award (2015).[8]
  4. Northern Tech Awards 2015, Rising Star Northern Tech Awards (2015) Annual Rising Stars.[9]

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. ^ Relative Insight (2014). Retrieved on 04/03/2015 http://relativeinsight.com/about/
  3. ^ 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/
  4. ^ Bryant, Martin (2014) Relative Insight: Language analysis to help brands understand their customers – and rivals, The Next Web. Retrieved on 04/03/2015 http://thenextweb.com/insider/2014/07/01/relative-insight-uses-language-analysis-help-brands-understand-customers-rivals/
  5. ^ Bishop, Katrina (2014) Language analysis: Using crime fighting tech to help brands, CNBC. Retrieved on 06/03/2015 http://www.cnbc.com/id/102267980#.
  6. ^ Singhoff, Florian (2014) Talent Unleashed UK 2014 Awards Finalists Announced, Wired. Retrieved on 04/03/2015 http://www.wired.co.uk/wired-insider/2014/talent-international-02
  7. ^ Retrieved on 04/03/2015 http://northerntechawards.com/rising-stars-2014/
  8. ^ Retrieved on 03/05/2015 https://relativeinsight.com/who-won-the-audience-choice-award-at-the-fast-growth-forum/
  9. ^ Retrieved on 03/05/2015 http://northerntechawards.com/rising-stars-2015-2/
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