Active Research, Burlingame, CA, has released ActiveFlash, a survey mechanism that queries consumers as they browse the Internet.
ActiveFlash enables marketers to pose questions on any subject to online consumers, in a fashion the company compares to intercept interviews at malls. The service can be used to gain feedback on brand preferences or the effectiveness of promotions. In addition to query responses, the service collects demographic information such as zip code, gender and age. However, Active Research only releases data on the aggregate level. Responses are not traceable to individuals.
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