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Welcome to the jungle: Edentify opens Kiwi office

The research business is pretty damn tight at the moment as clients cut back on ‘luxuries’ and agencies increasingly take the work in-house. But that hasn’t stopped Edentify, a specialist online market research agency that was started in Australia 11 years ago, from opening its doors in Auckland.

Edentify’s clients in New Zealand include OMD, Arnotts, JWT and Mediacom and in Australia it works with Bankwest, Saatchi & Saatchi, ACP, Coca Cola, Sanitarium and Telstra. So, despite some lingering doubts about the quality of online research and panels (she says it has a paid database of 6000 people and calls it more of “a community”), it’s fair to say it’s a pretty well-regarded research house. And, according to ex Colmar Brunton senior account manager and research consultant Jane McKellar, who is taking up sole charge of the office, Edentify’s main competition will be Perceptive, which has been hugely successful in the New Zealand market.

She has 12 years of market research experience working client side in the UK in media and higher education and since she moved to New Zealand she has worked with Pernod Ricard, Heinz Wattie’s, Cadbury, Lion Nathan, as well as Mercury Energy, The University of Auckland and PwC, often working in partnership with them and their media and creative agencies to influence strategy and product development. And she’ll now be doing that for Edentify after the company’s founder, who started off as a software developer for Emap, decided it was time to stop travelling to service the trans-Tasman clients when he could set up an Auckland outpost instead.

She believes the company’s main advantage is its speed of delivery (most recently, she says this took the form of a poll about Charlie Sheen to see if consumers would buy products that he endorsed. Turns out alcohol and condoms were deemed to be the most appropriate) but she says the company also helps advertising, creative and media agencies win business through pitchinsight.co.nz by turning around insights from brief to results in a few days.

McKellar can be reached 09 950 2839 or at jane@edentify.co.nz.

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