research robots conducting mass ethnography for insight generation
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DigiViduals™Research Robots conducting mass ethnography
for insight generation
London ���� Brighton ���� Rotterdam ���� Lausanne ���� Hamburg ���� New York ���� Chicago ���� Los Angeles ���� Shanghai ���� Melbourne
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Which of these faces best expresses
how you feel about this product?
To what degree did this
product make you feel
[selected emotion]?
What was it about this product that
made you feel this way?
[Use patented MindReader®
to capture reasons]
FaceTrace® measures what matters most for brands, designs, communication &
human experiences - the nature and level of their Emotional Appeal
BrainJuicer © 2006
Contempt
Surprise
Anger
Disgust
Happiness
Sadness
Fear
Neutral
Award Winner
2007
2007
A window into the world you want to understand…
DigiViduals™are robotic researchers programmed to represent a particular type of person, brand or trend, conducting automated mass web ethnography to build up a rich, detailed picture of their lives from which understanding, insights and new product ideas can be generated.
Turn on, tune it and squeeze the insights out.
How Digital Characters work
� Programmed with key words that represent their attitudes, opinions and lifestyle
� Search Twitter for matches to these key words
� Then comb the social media landscape for matching material
On Nicole’s Twitter page we find re-tweets from people who talk like Nicole; providing understanding of what moves people in their daily life
Savage Tribes Decorative
Aromatherapy Candles
Nicole
Nicole’s Lifeboard:
Nicole
Cute, domestic
Sociable, romantic
Village life
Coffee, chocolate
Delicate, colourful,
quirky, intricate
Edgy, Gothic, dark
Social conscience
Mythical, labyrinthine
adventures
Generating insights from the TV Digital Characters…
Digital Characters™
LifeBoard & Digital CharacterIdeas tailor-made
for the Digital Character
Reverse engineer the INSIGHT…
From DigiVidual™and the idea
Nicole – key insight
NarrativeNicole is fascinated by design, fashion and
craft objects. She’s genuine, sociable and has an infectious zest for life. She’s a magpie –
alive to the joy that little things can bring. She can often be found hanging out in the cooler
parts of town – a source of inspiration for her. She loves the buzz of the big city but revels in the intimacy that the urban village provides. She is very popular but has a close circle of
friends who admire her warmth, elegance and generosity.
NicoleFemale
Age 38
Lives London
Profession Jewellery Designer
Lives Hammersmith
Insight
“There are times in my life when I need to say sorry or cheer up a friend and or be coquettish or just plain silly. Wouldn't it be great to express my sentiments creatively in candy”.
Theme Creative Kitsch
Idea to IllustrateCuties are large, wrapped, flat, sweets [Cute dog with curly coat and a bald patch
saying "Bad hair day repair". Cute dog with eyes lowered looking sorry saying
"Sorry, I'm a bad hound :-(" Cute dog with long lashes saying "Down boy!".
Low
Resonance
“Yes, great insight, but not for me…”
“Yes… but tell me something
new”
“Does nothing for me…”
EdgeWeak
“Yes, you really understand me – almost better than I
understand myself!”
What makes a great insight?
Wow, you really understand me..,
…almost better than I understand myself
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Applications…
� Segmentation/tgt Audience Enrichment & Understanding
� Brand Persona Enrichment and Understanding
� Trend Enriching / Tracking
� Insight Generation
� Insight Tracking
� New Product Development
Introducing our 9 Digital Characters
19 years old
Peggy
30 years old
Mark
44 years old
Richard
Ingaborg Matthias Julius
Lara Pedro Miguel
Belonging / inner child –
Little Red Riding Hood
Challenging/ Rebellion;
Mature – Rebel with a Cause
Empowerment – My Way
Status driven, outer directed;
Into appearances – Gordon Gekko
Wannabe
Sociable, confident, successful – work
hard, play soft
Style, technology facilitating quality – the Real Deal
Unassuming / thoughtful –Decent guy
Doing the right thing –Active caring
Longing –the simple
things in life matter
DigiViduals: Oreo and Su in Malaysia
- BrainJuicer has already worked on DigiViduals with Kraft, in Europe
- For this pilot, we created 2 digividuals:
- Oreo DV – based on the brand construct
- ‘Amazing Su’; DV based on the target consumer definition
- Su brought back a great deal of information – which we constructed into a film to bring her to life:
- To see how to inspire the team to understand brand/consumer better, what can be improved etc
Amazing SU – the DV brief
� Su juggles multiple roles and cherishes active engagement with her kids.
� A pressure in her daily life is making enough time to spend quality time with her family.
� She spend her weekend in malls, shopping for groceries, going cinema with her kids
� She’s a Facebook-er, enjoys posting pics of her kids & family
� When not at work, she’s shuttling kids between school & extra classes
� Su is a non/lapsed Oreo user. Her kids consume biscuit with hot beverage (Milo), consume 5 times a week
� Su knows Oreo and is aware of the special way of eating Oreo i.e. Twist, Lick and Dunk but she has yet to be bonded with the ritual to put Oreo into her basket.
� In general, Su has no emotional connection to Oreo and TLD ritual.
• Su cares about her family and wants' to gestuff right
• Other members of her family can have a big effect on Su (and her buying habits)
Su and Oreo
Su and Oreo
•However Su is more than an extension of her family, there’s Su the individual
•Su isn’t going to purchase Oreo’s to consumer herself (she may purchase Oreo’s for her children)
Su and Oreo
- If we want Oreo, to become more than a substitutable brand that Su buys for other family members we need to bring Oreo into her world
- One way of doing that is through cooking, e.g. Oreo cheesecake recipe. Su get’s to enjoy the fun of Oreo (with her family), but is also validated as a provider for her family, whilst doing something she is good at
23London ���� Brighton ���� Rotterdam ���� Lausanne ���� Hamburg ���� New York ���� Chicago ���� Los Angeles ���� Shanghai ���� Melbourne
A Leading International Online research agency
Han Zantingh – MD Asiahan.zantingh@brainjuicer.com
+86 13818210785
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