Northern Light “MI Metrics” Extends Market Research Portal Services with Customized, In-Depth Reports of IT Industry Analysts’ Attitudes and Issues

“MI Metrics” covers analyst research reports, media articles quoting analysts, and industry-authority blog postings

CAMBRIDGE, MA, Dec. 2, 2008 – Northern Light ( today announced MI Metrics™, a new service for marketing managers, product managers, strategic planners, and analyst relations professionals. MI Metrics is an in-depth analysis of IT industry analysts’ observations, opinions, and sentiment about the client company and targeted competitors, their products, strategies and performance, and related industry issues, distilled from market research reports, media articles and industry-authority blog postings.

MI Metrics is a custom, analytic reporting service that provides a quantitative and qualitative overview of the total body of analyst coverage, including share of voice, net positives and negatives (to gauge analyst sentiment toward each company), and strategic business issues being discussed – all supported by representative quotes and report excerpts. In addition, Northern Light editors summarize analysts’ views on each covered company.

MI Metrics is produced by Northern Light’s technology and its research staff using content and capabilities contained within SinglePoint™, Northern Light’s enterprise-scale, hosted strategic research portal offering. SinglePoint provides centralized search, analysis, and access for diverse sources of internal, external, and licensed market intelligence – including comprehensive access to research reports from over 80 IT analyst firms.

MI Metrics also taps Northern Light Business News, a searchable set of more than 6,000 content sources, including business news services, leading business publications, premium newswires and editorially-selected industry authority blogs. Northern Light’s research indicates that approximately half of analyst mentions of companies occur in published analyst reports, and the other half occur in news media.

MI Metrics reports are generated with the assistance of Northern Light’s MI Analyst™, the only automated “meaning extraction” application designed specifically for market intelligence, market research and product research. It speeds and improves a researcher’s ability to analyze reports from internal and external sources, identifying the strategy issues and suggesting the business implications of the analyzed content. Whereas most media coverage services have focused on coverage metrics and sentiment, MI Metrics goes a significant step further to include identification of corporate strategy and product marketing issues.

Both MI Analyst and Northern Light Business News are available as part of SinglePoint and other Northern Light products.

“IT analysts have a unique position,” C. David Seuss, Northern Light’s CEO, said. “What they say about companies can shift market share and fundamentally affect the growth and prosperity of the organizations they cover. With MI Metrics, our clients learn what the analysts are saying about them and their competitors, what the expressed sentiments are, and which business strategies are viewed as strong and which are viewed as weak. This is invaluable, decision-focused marketing intelligence.”

MI Metrics is available immediately from Northern Light. Pricing is based on the number of companies and other variables included in the analysis, starting at $1,000 per month.

About Northern Light
Northern Light has been providing strategic research portals, business research content, and search technology to global enterprises since 1996. During that time, Northern Light has built and deployed over 200 custom research portals and enterprise search applications for large enterprises. Northern Light’s current clients include one or more of the top five companies in each major technology sector of the Fortune 1000, such as Cisco, Hewlett-Packard, SAP, Sprint, Unisys and Verizon. Headquartered in Cambridge, Massachusetts, with a development center in St. Petersburg, Russia, Northern Light Group LLC is a profitable, privately-held, self-funded company with more than 50 employees.