Customer and market research firm peer60 will now operate as Reaction, effective immediately.
The name change is part of a rebranding effort meant to clear up any confusion regarding the company's former name. According to Reaction, "peer60" was a frequently misspelled moniker, as evidenced by such fanciful iterations as "Pier60," "p60," and "peerSixty."
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The name "Reaction" is taken directly from the company's core solution, and the rebranding coincides with the launch of a new version of that platform. The new version boasts a feature called "Research as a Service," an "on-demand" research function that Reaction said is fast and effective.
The Research as a Service platform will be showcased at booth 2530 at the HIMSS17 conference from Feb. 19-23 at the Orange County Convention Center in Orlando, Florida. Its new website can be found at www.reactiondata.com.
Twitter: @JELagasse