Market research capability has moved to a new level, at least that's what Janet Eden-Harris, CEO of Umbria, Inc. demonstrated at the recent Green Summit in Boulder, CO.  Umbria turns unstructured online conversations into relevant and actionable market intelligence (

Using an Umbria service which analyzes and summarizes what is being expressed in online forums, chat rooms, blogs, and websites, Eden-Harris showed how the market has shifted dramatically in just 18 months.  Eighteen months ago, there were approximately 20,000 mentions per month in the blogosphere about sustainability, global warming, and such.  The majority of people across all spectrums were uncertain or skeptical as to whether 'green' issues were real.

What a difference 18 months can make.  Now with four times the volume of converation on the topic, there has been a significant shift in people's beliefs.  The majority of people realize sustainability IS an issue and want to know WHAT to do about it. It's the beginning of a large trend — people are increasingly making their buying decisions based on information about how a manufacturer's products and processes impact people, planet, and prosperity. 

This shows how quickly the market changes.  Companies, in order to remain competitive, must also rapidly change in response to the shifts or be left behind. Using intelligence from many sources, my company, Technology and Management Solutions, helps clients develop and execute plans to respond to and align with market shifts.

Will you remain a market leader? Market leaders mine the blogosphere for market intelligence, modify their strategies accordingly, and execute smoothly.  Things change faster than you think.

by Theresa M. Szczurek (


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