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WayFinder Finds Its Way To India!
EFY News Network, 10 March 2009

The decision-making tool, WayFinder, is being launched in alliance with Tarang's US-based partner - Decisive Analytics.

Bengaluru-based Tarang Software, an electronic payments solutions firm, has launched 'WayFinder' in India. WayFinder is a decision-making tool wherein the marketing/advertising/brand management team can design their own Web-based survey to collect user responses for the launch of a new product/service. It may also collect responses for an existing product or service.

WayFinder can import e-mail lists from data sources outside the system. It then triggers e-mail alerts to the respondents and present the survey questions to them. The survey responses are captured in an Oracle data base. Sophisticated data analytical tools provide analysis. Methods such as ANOVA, Correlation, Regression, Cluster Analysis, Factor Analysis and Multi Dimensional Scaling are supported in WayFinder. Finally, WayFinder has a repertoire of reports and charts that can be generated from the system. An overall report summarising the findings and conclusions can also be drawn up.

V Rama Kumar, chief executive officer, Tarang Software, said, "WayFinder has extensive application in the retail segment where consumer preferences need to be studied and analysed. Apparel, groceries, food, footwear and electronics, are some retail segments where WayFinder will find a place. Telcos will need to study consumer preferences for current services as well as new ones proposed. Banks and insurance companies can serve their customers better by getting feedback."

"WayFinder is being launched in a unique model in India. It is offered as a service and retail enterprises can use WayFinder on a pay-per-use basis. This service is being positioned as a business weapon for retail enterprises to improve their sales without having to invest in expensive license costs. They can buy the service and get thousands of consumers researched through a web based system," added Kumar.

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