Peanut Labs and Nexon Announce Teen Survey

Industry-Leading Social Media Research Sampler and Online Gaming Pioneer Partner to Help Market Researchers Understand Teens’ Preferences and Buying Power

SAN FRANCISCO, APRIL 29, 2010 — Peanut Labs, the leading provider of social media market research and monetization services, today announced a partnership with Nexon America, the trailblazing publisher of online gaming and massively multiplayer online (MMO) titles, to conduct surveys of online teens.

During a three-month period, respondents are being recruited into Peanut Labs’ social media sample group through Nexon’s library of online games, including the world-famous franchise MapleStory, the fantasy title Mabinogi, and the fast-paced first-person shooter Combat Arms. Participants will receive credits that can be redeemed within the in-game NX shops in Nexon‘s game titles. Currently, over 200 million social gamers and users of social networks can earn virtual goods and credits by participating in Peanut Labs surveys and alternate-monetization offers.

The survey group promises to provide in-depth insight into trends and preferences among teenagers, a demographic group coveted by the top research firms, including Ipsos, Kantar, and Nielsen, which turn to Peanut Labs for over 70% of all social media sampling.

“There is huge demand for insight into teens’ behavior,” said Sean Case, Senior Vice President of Peanut Labs. “Now that Facebook has embraced Peanut Labs surveys as a means of earning Facebook Credits virtual currency, we have unrivaled access to learn what teens want. Partnering with Nexon further extends our reach to teens who play the hottest social games and MMOs.”

“Our gamers enjoy taking Peanut Labs’ surveys in our free-to-play online games. Given Peanut Labs’ experience and the user-friendly nature of their surveys, we know that this survey panel will help us learn much more about what our users want — both online and offline,” said Won Il Sue, Nexon America’s Vice President of Business Development.

About Peanut Labs

Peanut Labs helps the publishers of online content maximize their earning potential and enables market researchers to make informed decisions based on quality survey data.

Publishers monetize social media applications and games with a mix of discount deals, global payments, offers, and online surveys. Market researchers make informed decisions based on the quality data and advanced recruiting methodology of Peanut Labs’ innovative social media sample.

Headquartered in San Francisco, CA, with offices in Seattle and New York, Peanut Labs’ surveys and monetization opportunities reach more than 200 million monthly website visitors on over 200 leading social networking communities and applications.

About Nexon America

Nexon America Inc. is the North American publishing arm of Nexon Group, a pioneer of interactive entertainment software and the world’s leader in massively multiplayer online games. Based in Los Angeles, the company’s growing library of titles includes the world famous franchise MapleStory, the new fantasy life of Mabinogi, the fast-paced, first-person shooter Combat Arms and the online, arcade-style multiplayer, hyper-puzzle action game PopTag!. More information is available at http://www.nexon.net.

Contact

For Peanut Labs

Jonathan E Cowperthwait

jonathanc@spiralgroup.com

415-869-8579 x.712

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Peanut Labs Achieves Significant Business, Exponential Company Growth in 2009

Online Market Research Company Ends 2009 with Growing Sample Sizes, Increased Partnerships

NEW YORK – March 23, 2010 – Peanut Labs, the leading provider of social media sample for market research, ended its third year of business with record breaking numbers for both survey respondents and new clients.

“The growth that Peanut Labs has experienced in the past twelve months illustrates just how powerful of a research tool social media is,” said Sean Case, SVP of Peanut Labs. “We are pleased to see that the market research community has begun to embrace and accept this relatively new methodology.”

Striving to be a highly innovative sample supplier for market research, Peanut Labs is committed to increasing the availability of representative online sample to its market research clients and continues to drive daily traffic to its survey system. In 2009 alone, Peanut Labs grew its sample supply from 15,000 unique respondents per day to an astonishing 300,000 survey respondents daily. Throughout the year, the company will continue to expand its available respondent pool to meet the rising demand for online sample and quality consumer data.

While traffic to the Peanut Labs survey system rose significantly, the company successfully launched two new social media sample specialties – Social Media Moms and Social Media Gamers. At the end of 2009, Peanut Labs’ client base had access to over 100,000 US moms and over 194,000 gamers nationwide. Utilizing a unique methodology of sampling respondents through online social platforms such as Facebook – which alone provides access to over 400 million active users – Peanut Labs now has the ability to target respondents beyond the typical profiling attributes and can profile based on plans for parenthood, stages of pregnancy, gaming console preferences, gaming genre preferences and more.

Throughout 2009, Peanut Labs has increased its reach from across 120+ unique social media sources to over 200 online communities and social networking applications, allowing the company to reach targeted audiences otherwise unreachable via traditional methods. The company is continuing to launch new social media sample specialties to complement its growing business throughout 2010.

Just this February, Peanut Labs opened its surveys to respondents outside of North America, and launched the first of its Social Media International Suite – Social Media Australia – gaining a significantly greater global presence. By yearend, the company hopes to have rolled out its sample suite to approximately 20 countries throughout Europe, Asia, Australia and the Americas.

Whether anticipating the increasing expectation for quality research through social media sites or providing new ways to make online market research easier, Peanut Labs expects to continue to innovate, expand and enrich social media market research, and ultimately strive to set the standards for the next generation in sample for 2010.

In the past year, the company has more than tripled its client base from 120 unique clients in 2008 to over 400 market research firms and independent market researchers.

To find out more about social media sample, visit Peanut Labs at ARF Re:think 2010, taking place March 22-24 at the Marriott Marquis, New York City, booth 518.

About Peanut Labs

Peanut Labs is changing the way the world conducts online market research. With its social media sample, Peanut Labs enables online market researchers to make informed decisions based on quality data obtained through its advanced recruiting methodology and partnerships with over 200 leading online social networking applications and communities. Peanut Labs is based in San Francisco with offices in Seattle and New York City. The company was founded in July 2007 and is privately held. For more information, visit http://www.peanutlabs.com.

Contact

Heather Milt, 415.830.2957

heather.milt@peanutlabs.com

Peanut Labs Launches Social Media Australia Sample

Peanut Labs’ New Sample Product to Provide Access to Over 226,000 Respondents Down Under

SEATTLE – February 25, 2010 – Peanut Labs, the leading provider of social media sample for market research, today announced the launch of its Australia sample consisting of over 226,000 Aussie respondents. Social Media Australia sample is the first of the company’s Social Media Sample International Suite, being rolled out in a number of different countries throughout 2010.

“Our goal for this year is to become more proactive about understanding and addressing our clients’ research needs,” said Sean Case, senior vice president of Peanut Labs. “We recognize that there is an increasing demand for access to respondents outside of North America and the UK and are planning to rollout our family of social media sample internationally throughout 20 different countries in order to best meet such requests.”

Utilizing a unique methodology of sampling respondents through online social platforms such as Facebook – which alone provides access to over 6,500,000 active users over the age of 13 who live in Australia – Peanut Labs now has the ability to target Aussie residents based on age, gender, employment status and marital status. Peanut Labs’ Social Media Australia sample offers market researchers a chance to better understand the consumer behavior of this country down under.

For more information regarding Peanut Labs’ Social Media Australia sample, contact Sean Case at sean.case@peanutlabs.com or sales@peanutlabs.com.

About Peanut Labs

Peanut Labs is changing the way the world conducts online market research. With its social media sample, Peanut Labs enables online market researchers to make informed decisions based on quality data through its advanced recruiting methodology and partnerships with over 200 leading online social networking applications and communities. Peanut Labs is based in San Francisco with offices in Seattle and New York City. The company was founded in July 2007 and is privately held. For more information, visit http://www.peanutlabs.com.

Take a Stand for Haiti: 60 Minutes on How your Organization Can Get Involved

Join host Sean Case, Senior Vice President of Peanut Labs, along with guest speakers: Katie Drewel, Workplace Program Educator, The American Red Cross; Cathy Allin, President & CEO, Decision Insight; Erika Harriford-McLaren, External Relations, ESOMAR; Brandie Conforti, Director of Corporate Relations, Partners In Health; and Stacy Howard, Community Relations Director, The Salvation Army.

Sponsored by the ARF, ESOMAR and the MRGA, this live session will cover:

• detailed information regarding Haiti relief efforts of the American Red Cross, Partners In Health and The Salvation Army;
• how one market research firm is utilizing their resources to help support orphanages in both Romania and Haiti;
• tips on how to use market research as a vehicle to support social causes;
• and ideas of how your firm can get involved with the different aid and relief efforts established by companies and NGOs worldwide.

Register today to find out more about how your organization can help those affected by the recent earthquake in Haiti.

Title: Take a Stand for Haiti: 60 Minutes on How Your Organization Can Get Involved
Date: Wednesday, February 3, 2010
Time: 11:00 AM – 12:00 PM PST

Peanut Labs Offers Optimus™ For Free

Peanut Labs Offers Optimus™ For Free

Peanut Labs Enables Organizations to Deliver High-Quality, Reliable Data via Its Revolutionary Respondent Screening Technology Now at No Cost

SAN FRANCISCO – January 5, 2010 – Peanut Labs, provider of the largest online market research sample, today announced they will be offering Optimus for free to any market research firm interested in using this service. Optimus is a patent-pending software technology developed to eliminate fraudulent online responses in order to combat the growing data quality crisis in online market research.

Advertisers and marketers rely on quality market research data to make critical multi-million dollar marketing and product development business decisions. With online panels offering a cheaper alternative to traditional panels, they have become the primary panel source for market research professionals. As this alternative has increased in adoption, the number of market research “spammers” or bad respondents has also increased. Optimus provides a solution to these issues by detecting the following: respondents who take the same survey more than once; respondents who are part of multiple panels; respondents who speed through surveys; respondents who are taking surveys outside specified countries; and more.

“Since our founding ten years ago, Knowledge Networks has been dedicated to high-quality market research data, so we are pleased to see a company like Peanut Labs share our passion for such an important topic,” said Pat Graham, Chief Marketing Officer at Knowledge Networks. “Other industries like oil, steel and paper judge the grade of the raw material. Now the market research industry has that option. With the ability to provide complete ‘multivariate’ data quality control, Optimus improves issues such as cross panel duplicates or hyperactive respondents to ultimately provide the rigorous data quality that the online research industry – and most importantly our clients – demand.”

Optimus screened over eight million respondents this past month, with a screen out rate of over 15% and a block rate of 4%.

Peanut Labs is changing the way the world conducts online market research. With its Socially Networked Sample, Peanut Labs enables online market researchers to make informed decisions based on quality data through its advanced recruiting methodology and over 200 leading online social networking applications and communities. Peanut Labs is based in San Francisco with offices in Seattle and New York City. Peanut Labs was founded in July 2007 and is privately held. For more information, visit http://www.peanutlabs.com.

First launched in June 2008, Optimus™ is a digital fingerprinting technology used to dramatically improve the quality of online sample data. Optimus can work with any existing survey tool or methodology. It uses patent-pending algorithms to filter out suspect survey respondents proven to significantly bias research results, without altering the respondent experience in any way.

For more information, visit http://www.peanutlabs.com/optimus/.

Jane needs your support

Jane Cook, a well-loved researcher and former president of the MRA, is battling against cancer. Please go to this page here and leave her your love and comments. Also has instructions on how to mail her a card.

A few minutes of your time can mean everything to someone battling for their life.

Technology Review

The year’s largest technology conference in Market Research is happening this week in New York. Among other things, the hot topics should be SaaS (“Software as a Service”) and the Research Quality panel. SaaS is a trend that has been happening in the wider software industry where consumers are increasingly using hosted services and software. The preeminent example of a SaaS company is Benioff’s Salesforce which has used its exclusively SaaS CRM platform to compete effectively against older, more entrenched competitors. Will this trend carry over into market research? I believe so, given a few years. Companies such as ClearView, Decipher, Insight Express, Zoomerang and others are offering fully automated, self-service SaaS research software that is web-based and operated through any browser. This is also the future that Google’s new Google Docs is betting on – a world where people will use Word / Excel / Powerpoint through the browser. Enterprise software should be worried. Very worried.

The other interesting to come out of the conference will be Data Quality, which has been the most important issue in the online research industry over the last couple of years and which was the subject of a recent Forrester study. As traditional market research faces increasing pressure from new web-based technologies, what sets researchers apart from everyone else is the validity of their predictions. The science and rigor of creating appropriate sample frames and adjusting for bias will never go away. This is the competitive edge of traditional market research – both online and offline. It can “predict the future” based on a consistent and replicable scientific method. Other techniques such as web polls are not representative of the general population or the target market. Poor data quality from cheaters and spammers therefore hits right at the center of what should be market research’s forte – valid, reliable data. It scares researchers.

Peanut Labs, OTX, Burke and Kantar will be participating on the panel at CASRO Tech discussing data quality and various approaches being developed in the industry to address this problem. We welcome you to drop in and share your thoughts.