Joshua Flowers and Nick Hunter.
Sydney indie creative agency Paper Moose has revealed Moose Review, a hybrid creative testing tool from its newly established Innovation Lab.
The launch coincides with agency co-founder Joshua Flowers stepping up as chief innovation officer to lead the charge on innovation, AI integration and next-gen creative services.
Moose Review is the first flagship product to be launched as a result of Paper Moose's commitment to turn technology into practical, easy-to-use tools that every CMO can leverage.
In stealth-mode development for over a year, the platform empowers brands to conduct qualitative pre-testing, achieving what used to require tens of thousands of dollars and weeks of time in minutes and a fraction of the cost.
By fusing best-in-class marketing science with human and synthetic audiences or ‘synths’ as they are fondly referred to in-house, Moose Review helps to get a broad set of views and opinions that might otherwise be overlooked.
"AI hype is intense at the moment, making it confusing and challenging to find any real value in the technology.," said Joshua Flowers.
"We’ve been working hard to develop tools from scratch to provide actually useful, marketing science backed insights.
"Our goal is to enable CMOs and marketing teams to make more informed decisions without the gigantic price tag and multi week wait times of traditional focus group testing.
"Our solution can provide actionable insights with human reviewers in as little as 10 minutes, and synthetic reviews in literally less than a minute. Our motto internally has become ‘test early, test often’."
Co-founder Nick Hunter said being fiercely independent allows the agency to release tools like this without an anchor of bureaucracy dragging.
"We're harnessing the same powerful technologies as the large holding company agencies with none of their frustrating baggage," he said.
"This agility gives our clients the advantage to be hyper-competitive, efficient, and confident their marketing investments deliver measurable effectiveness."
As well as Moose Review, other experimental R&D initiatives from the Lab include in-house AI assistant Moose Bot, a practical case-study of a multi-modal assistant that exists both digitally and physically across a business ecosystem, through robotics, embedded within communication systems, via voice through web apps and telephony, and on websites as new business triage tools.
"We've been quietly inventing, prototyping, and proving these tools internally for years,’ said Hunter.
"Now it's time we share our work with the world. We’re ready to partner with forward-thinking CMOs looking to get to high quality and actionable insights faster."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.