After playing a prominent role in the campaign against BN in the run-up to the May 9 general election, Invoke Malaysia is now transitioning into business analytics and consumer profiling.

According to Invoke's Facebook page, the company is now offering to help businesses decide whether to adopt machine learning technology capable of predictive modelling.

In terms of consumer profiling, Invoke said it has data on 20 million Malaysian consumers and was capable of helping businesses design both defensive and offensive marketing strategies.

"We have proven to be the most accurate profiler of Malaysian political inclination. We were able to achieve a high level of profiling accuracy because we ran numerous simulations against several hundred predictors.

"Profiling voters based on political inclination is the most difficult because respondents generally refuse to state their preference. It is a lot easier to statistically model whether a person likes one brand of ice-cream over the others.

"We apply similar techniques that have helped us profile political inclination accurately to consumer profiling," Invoke said.

Services start from as low as RM20

Invoke's survey services start from as low as RM20 per completed respondent.

Surveys are conducted through a fully-computerised call centre capable of making 300 calls per minute. This process is overseen by 30 full-time call analysts trained in Bahasa Malaysia, English, Mandarin and Tamil.

Additionally, Invoke said, it is capable of conducting sentiment analyses to help businesses discover opinions, emotions and feelings on a product or service using natural language processing and text analysis.

"We developed in-house scripts to extract large volumes of comments on social media (Facebook, Twitter, Instagram) on a daily basis, and run topic clustering models to detect public sentiment on key issues of the week.

"We also run our own proprietary portal that matches public sentiments on key issues with real-time public interactivity. This allows us to test in-house hypotheses on various social-economic-political issues against prevailing public sentiment in real time," Invoke said.

Invoke was established by PKR vice-president Rafizi Ramli in 2016. It is advised on a pro bono basis by Andrew Claster, the former deputy chief analytics officer for Barack Obama's 2012 re-election.

The company was the only public opinion pollster that accurately predicted that BN would lose the May 9 general election. It also actively solicited funds to support a group of Pakatan Harapan candidates for their election campaigns.