by Laurie Sullivan @lauriesullivan, January 22, 2018

ITWP, parent holding-company of Toluna and Harris Interactive Europe, has created a consortium with a variety of brands and agencies to share information and best practices on a variety of subjects.

The goal of the Insights on Demand Consortium is to better understand consumer behavior and share those findings to advance digital marketing and advertising.

Procter & Gamble, L’Oreal, Nestlé, and Nature’s Way are among the founding members. Digital agencies include W2O, and AKQA along with research partners Simmons Research and Harris Interactive. Jay Rampuria, EVP and global business lead at ITWP Group, claims the consortium will kick off with nearly two dozen members.

The group will create an online forum to share information, starting virtually with a private LinkedIn Group. Members are from South America, Asia, the United States and other locations worldwide. Ultimately, it will become a live group. Members will create and share white papers across industries.

Members must agree to contribute. “We don’t want this to be a marketing vehicle,” Rampuria said. “We want members to invite others who also will contribute.”

The “insight” industry is fairly small, he said, and often the high-tech sector doesn’t get to interact with the consumer product goods companies, which makes the group appealing to many brands.

People are looking for ways to speed up processes. Of course, some in the high-tech sector might know processes those in CPG do not.

The consortium will host its first meeting in mid-January and share key findings with the business in the community. The initial focus will become scalability of expertise, the need for ongoing real-time consumer insight, and fragmentation of research tools and technologies.

MediaPost.com: Search Marketing Daily