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From ideation to visualisation

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www.spafuturethinking.com

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SPA Future Thinking is dedicated to providing innovation, intelligence and inspiration through research that identifies new opportunities, evaluates your markets and drives business growth.

With combined industry experience of over 40 years and offices in the UK and Europe, SPA Future Thinking provide genuine research expertise and understanding across a wide range of industry sectors. Our staff have a mix of agency and client side experience, providing you with a better understanding of your business needs; we have the confidence to deliver not just findings but business recommendations that deliver success.

Dedicated teams across the business ensure we remain at the forefront of innovative thinking, advanced technology and analytical expertise.

How we work

Our think tank of new ideas, approaches and products. Methodologically there is currently an ‘explosion’ of new ideas in the market research world and we are constantly devising customised approaches and products. Through innovative thinking and idea generation we deliver state of the art products.

A dedicated team specialising in collecting, integrating and displaying data content from multiple online or offline sources.

Leading edge analytical expertise, modelling solutions and data visualisation that delivers actionable and insightful reporting.

Ideation Insight Concept

Innovate Question Test

Those who actively seek out new things to try

TREND SETTERS

Develop and refine ideas in readiness for launch

REFINE & PERFECT

Sales forecasting with integrated live data

ECONOMAX

Volumetric sales forecasting

VOLUMAX

Capturing rich moment-of-truth experiences

BE-THERE™

Understanding the path to purchase

HOW I SHOP

Develop new ideas through online co-creation

OUR THOUGHTS

Providing a visual diary of consumer life

SEE-ME™

Select, screen and build on the best concept ideas

OPPORTUNITY & POTENTIAL


Concept Communicate Experience Visualise

Test Measure Understand See

SOCIAL SENSE

Social media monitoring and measurement

THE HUBPLACE MAX

Measuring the impact of product placement on TV

CAMPAIGN OPTIMISER

Understand the effectsof multimedia campaigns

TV SPONSORSHIP INDEX

Optimising broadcast sponsorship campaigns

MY-BRANDS

Track brand performance against the best in class

THEIR VOICE

A real time understanding of customer experience

LIVE VOICE

A faster, more flexible and cost effective way to conduct exit surveys

CANDIDATE X

Attract, engage and retain the best talent for your business

APPLICANT X

Engage, educate and retain the best university applicants

The Hub is our social media network, used to generate, communicate and share ideas across the business and wider client network

STORYTELLING

A key skill that ensures data insights make a real difference to our client’s business

ESSENTIAL EYE

Understanding your media and technology landscape

WEB-VISION

Online solutions to showcase research findings

MARKET PERFORMANCE

Understand in-market performance

SHARED VOICE

Understanding and maximising employee potential

INFOGRAPHICS

Stimulating and engaging visuals bringing findings to life

VIDEO

Providing an opportunity to bring research findings to life

Inno

vate

Identifying and understanding those consumers that drive new product launch success. How it works: Our research has helped us to identify and understand which consumers drive innovation success. We have created a specific segmentation to understand and target this unique group of individuals.

By incorporating a number of key questions the Trend Setters segmentation can be identified within any specific sector. Generally they account for around 20% of shoppers and have four key characteristics. They actively seek out new products, are advocates, absorb new product information and provide credibility by having bigger social networks.

Client benefit/deliverables: • Detect new ground breaking ideas, ahead of their time

• Pull apart the concepts which have the strongest potential

• Decide on the most suitable communications strategy

• Predict sales volumes more accurately

• Understand the importance of innovation in your category

Clients include: innocent, Müller

Business verticals:

Trend Setters

Digitally Enabled

Auto FMCG Media & Tech

Services Retail & Shopper

PublicSector


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Que

stio

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Our innovative mobile ethnography tool enabling us to capture rich moment-of-truth experiences directly as they happen.

How it works: Be-There™ is our mobile qualitative approach, which allows us to get closer to consumer behaviour. Participants download the Be-There™ app to their mobile phone and complete a series of tasks, recording their actions, thoughts and motivations.

Multimedia content is created using video, photo, text and audio-notes all of which are mapped by GPS to the exact location they were recorded. A purpose-built online platform gives immediate access to content, allowing behaviour to be probed ‘live’. It also includes sophisticated analysis tools to generate powerful insights from large volumes of data.

Client benefit/deliverables:• Powerful standalone methodology that removes any researcher bias

• Un-intrusive approach that allows cost effective observation of behaviour

• Deliverables include an engaging multimedia visual landscape of your consumers world

Clients include: Audi, BBC Radio 1Xtra, McDonald’s

Business verticals:

Be-There™



PublicSector

Digitally Enabled


9

Our mobile ethnographic tool providing a visual diary of consumer life.

How it works: See-Me™ provides an uninterrupted and unedited visual narrative of consumers lives by tracking where they go, what they do and what they are exposed to through a range of different cameras, suitable to the task, be it micro HD video or fish-eye camera.

The camera’s unobtrusive nature allows consumers to carry on with their everyday activities without interference and without the presence of an interviewer. A short film provides a visual landscape of your consumers’ world where narrative is then recorded and overlaid onto a final video montage.

Client benefit/deliverables: • Provides an uninterrupted and unedited visual narrative of consumer life

• Captures consumers’ everyday interactions on the go

• Powerful standalone methodology that removes any researcher bias

• Deliverables include an engaging multimedia visual landscape of your consumers’ world

Clients include: IPC Media, B&Q, Turner Media

Business verticals:

See-Me ™



PublicSector

Digitally Enabled

Que

stio

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Our Thoughts

A co-creation approach to digital design and NPD. How it works: Our Thoughts is our online solution which has been developed to review content including digital concepts, designs, images, audio and video through to fully functioning websites.

Using an online research community running in parallel with your development schedule, we are able to evaluate ideas and deliver consumer understanding using a range of flexible tools covering both qualitative and quantitative approaches including; discussion forums, surveys, polls, image annotation, blogs and ideation boards.

Client benefit/deliverables: • A cost effective approach versus traditional research methods

• Immediate feedback and insight with the ability to view feedback online

• Flexible application enabling feedback and insight for all digital content

• Bespoke reporting solution tailored to client needs including multimedia content

Clients include: BBC, Deutsche Telecom, T-Mobile

Business verticals:



PublicSector

Digitally Enabled


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Understanding the path to purchase for the consumer and shopper. How it works: How I Shop is our bespoke shopper methodology providing a greater level of understanding of the art of selling across the purchase journey and not just at the point of purchase.

How I Shop uses a quantified longitudinal ethnographic study to gain a deep understanding of the mind-set and influencing factors behind specific shopper needs including, how the groups shop and the purchase decisions they make.

After an initial online quantitative evaluation a bespoke shopper community is created. Specific tasks are set and members are invited to take part in task activities via a mobile app. Through on-going dialogues with the client further tasks are set to ensure all objectives are met.

Client benefit/deliverables: • A unique way to truly understand and identify the key paths to purchase

• High levels of interest and engagement through the online community format

• Flexibility of approach by enabling tasks to evolve and develop over time

• Bespoke reporting solution tailored to client needs including a multimedia visual landscape of the path to purchase

Clients include: GSK

Business verticals:

How I Shop

Retail & Shopper

Digitally Enabled

Test

Screen, select and build on the best concept ideas to progress to development.

How it works: This enables you to screen and select those concept ideas with the greatest Opportunity & Potential to progress to the next stage of development; from products and packaging formats to price, promotions and service offerings.

Your new concept ideas can be evaluated quickly and cost-efficiently online, either at general population level or among a more focused target group. As well as key measures such as relevance, uniqueness and purchase intent, we can provide detailed diagnostic information to help optimise your new product ideas and the way they are expressed, to ensure they have the greatest possible appeal. They can be benchmarked against our extensive database of norms, specific to the relevant product category. We can also provide you with early indication of sales potential, and source of volume.

Client benefit/deliverables:• Clarity on whether a concept has the potential to succeed in market

• Detail on how the concept can be improved and who the target audience should be

• Recommended price and predicted volume and value changes

• Details how the concept will cannibalise existing sales

• Understand what variants should be developed for the range and how it should be positioned

Clients include: innocent, Premier Foods, Yell/Hibu

Business verticals:

Opportunity & Potential



PublicSector

Digitally Enabled


13

Develop and refine ideas in readiness for launch.

How it works: Refine & Perfect takes the best concepts in product, packaging, price / promotion and service, and develops them to their full potential ready for launch.

Our approach is tailored to business needs. For packaging we increasingly adopt sophisticated on-line research techniques to effectively measure the impact of packaging, including simulated and interactive shelf environments, 3D simulations and the ability to incorporate new functionality into pack designs.

Depending on the exact business objectives, we can test in home, online or in central locations, to measure performance on key attributes, provide detailed optimum guidance, check performance of new packaging, both on-shelf and in-hand, guide optimum price positioning, shape the range of attributes to give it the broadest possible, appeal, and test different promotional strategies to measure which would be the most effective. This can be done among current brand buyers to check for alienation, and among current non-users to bring incremental growth.

Client benefit/deliverables: • Understand if this offer is ready to launch

• Understand whether this new packaging/product will generate more sales than the current design

• Measure whether the new pack/product will create better standout in a competitive fixture and communicate the new brand positioning

• Understand if the product will bring in new consumers without alienating our current consumers

• Evaluate potential improvements to service delivery

• Review sales potential using VoluMax and EconoMax our bespoke volumetric methodologies

• Understand market share movements versus the competition

Clients include: Magners, Mars, Reckitt Benckiser

Business verticals:

Refine & Perfect



PublicSector

Digitally Enabled

Test

EconoMax

Understanding the impact of marketing variables on sales. How it works: EconoMax helps clients to increase sales and maximise profit by reviewing the marketing mix.

We use advanced statistical modelling to understand the relationship between sales and key factors which directly or indirectly influence business performance. Factors include marketing/media spend and pricing through to those factors outside your control including the economic climate, seasonality and competition.

Through analysis and modelling EconoMax will measure the impact of each variable and enable you to adjust spend by allocating and reallocating resources as required. It will also provide an understanding of overall business performance as well as forecasting future performance through regular reporting and analysis.

Client benefit/deliverables: • Bespoke reporting portal enables data to be managed and models updated over time

• Ability to model different scenarios as required

• Provide forecasting, tracking and diagnostics on all data to provide a complete understanding of your business model

Clients include: innocent, UKTV

Business verticals:



PublicSector

Digitally Enabled


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VoluMax

The most versatile sales prediction model for the most realistic forecasts in your market.

How it works: VoluMax is the result of 30 years refinement and validation. It can create an accurate sales forecast for the full range of potential launches, from refined versions of existing offerings to brand new category creating products.

By combining research data, marketing inputs and category data, VoluMax forecasts the sales value and volume for the first two years in-market of new products pre-launch.

Client benefit/deliverables: • Flexible, intelligent, validated forecasting

• Rich diagnostic outputs and scenario modelling for sales optimisation

• Complete optimisation by changing media spend allocation, distribution, price, timings, ranging

Clients include: Müller, Premier Foods, innocent

Business verticals:


Services PublicSector

Digitally Enabled

Mea

sure

Place Max

Accurately measure the impact of product placement on TV.

How it works: Place Max is used by broadcasters and media agencies to maintain an understanding of the effect of product placement on your brand and provides clear guidance for future placement strategies.

Place Max uses an online test and control methodology to sample demographically matched samples of viewers and non-viewers of a programme. It understands the fit/congruity of product and show, evaluates the creative format/execution and assesses the impact on the brand.

It also includes an implicit response test which shows the strength of intuitive associations with a brand by measuring speed of response to key brand metrics and thus the full impact of product placement on brand affinity and other key measures.

Client benefit/deliverables: • Ability to identify the impact of product placement on key brand metrics - awareness,

image, purchase intent

• Understand the perceived fit and appropriateness of the creative format

• Identify the impact on brand, including awareness, affinity and loyalty

• Understand the impact of product placement on regular viewers of the programme

Clients include: TRESemmé & Britain’s Next Top Model, PG Tips & Deal or No Deal, findmypast.com & Find my past

Business verticals:

Digitally Enabled



Public Sector


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CampaignOptimiser

Understand the relative effects of different platforms on awareness and efficacy of multimedia campaigns.

How it works: Multimedia plays an increasingly important role in forming and evolving brand opinion and its identity. Campaign Optimiser enables you to fully understand the relationship between the different elements of a multiplatform campaign on your brand.

Campaign Optimiser will measure all key platforms and their relative impact including, broadcast, radio, out-of-home, print, mobile and online.

Using regression analysis and Shapley values it shows the contribution each platform makes to overall campaign awareness, as well as the impact each platform has on key metrics such as brand awareness, warmth and purchase intent.

Client benefit/deliverables: • Ability to quantify the effect of each element of the campaign

• Measure which elements of the campaign mix are over or under-indexing comparative to spend per platform

Clients include: B&Q, Blackberry, Harveys

Business verticals:

Digitally Enabled



Public Sector

Mea

sure

TV Sponsorship Index

A commercially focused approach to broadcast sponsorship optimisation.

How it works: TV Sponsorship Index is a broadcast sponsorship optimisation solution which capitalises on our expertise in researching both tactical and strategic campaigns.

Our approach is tailored to reflect specific campaign objectives, but to also include the diagnostic measures we know are important to sponsorship cut-through and efficacy. Our norms database includes over 600 case studies and can be cut by sponsor or programme category as well as length of deal, ensuring we can compare a campaign to the most relevant benchmarks.

Client benefit/deliverables: • Clarity on where sponsorship is performing well or badly

• Which key brand measures the campaign is driving

• Whether the category and channel allow the brand to perform to maximum effect

• Detailed information on the key themes relevant to each specific campaign

Clients include: Aviva & ITV1 Drama, Spontex & Trollied, Toyota Aygo & T4

Business verticals:

Digitally Enabled



Public Sector


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My-Brands

Track your brand’s performance against the best in class.

How it works: Brand is not what companies produce but what consumers buy. It is more than a product. It‘s the sum of our feelings, memories, associations and interactions to them.

Measuring emotional engagement and response to brand communications and advertising is vital. Numerous research has demonstrated that emotions are very powerful influencers of brand choice and desire, and that emotional ads are more memorable and persuasive.

My-Brands is a tracking solution aimed at enabling you to take smart decisions to grow your brand. Brand and communications tracking is a journey in your brand’s success story and My-Brands provides an innovative, collaborative and actionable tracking solution.

It involves a combination of online and mobile data collection methods, providing you with a real-time response to your campaign or product launch.

Client benefit/deliverables: • Evaluation of communications performance to establish how your brand is performing

• Real-time launch monitoring for campaigns or products

• Monitoring a 360 degree campaign launch via a week long journey with brands using an online app

• Interactive questioning including gamification and implicit response testing to engage respondents

Clients include: Betfair, Invesco, Nickelodeon

Business verticals:



Public Sector

Digitally Enabled

Mea

sure

Social Sense

Allowing you to understand your customers’ social media conversations. How it works: Social Sense helps you understand customer behaviour and changing attitudes to remain engaged and connected with them.

Our bespoke monitoring portal will specifically help you to link your social media, customer satisfaction and business metrics in one system. It also tracks commentary over time, identifying leading indicators of brand sentiment.

Whether used as a standalone social media tracker or as an accompaniment to primary research Social Sense helps you get closer to understanding your customers’ behaviour.

Client benefit/deliverables: • Understanding early impressions of your ad campaigns

• Measurement of how opinion changes over time or in response to key events

• Understanding where your customers go online, and how you can influence their opinions

• Links to your customer satisfaction measurement

Clients include: Transport for London

Business verticals:



Public Sector

Digitally Enabled


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Understanding your media and technology landscape. How it works: The Essential Eye is unique. It’s a robust, continuous study of UK adults focusing on media, communications and technology. It provides a comprehensive single source of insight into the way your target audience engages with and communicates through new media and technology.

It can be hard to know what your target audience is really doing with digital media; to separate fact from fiction. While other studies measure time spent in channels and (some) devices, there’s a distinct absence of how’s and why’s which the Essential Eye provides through an intelligent U&A survey.

The Eye identifies how and why your target audience use new media technology and how they consume content across devices and across all key platforms.

Client benefit/deliverables: • A single source of insight into the media communications and technology landscape

• Understanding of customers and prospects by identifying how they engage with media and technology

• Clarity on your digital strategy by enabling you to understand and engage with your audiences

• From easy to read dashboards and slide decks, to customised data sets you have all the information you need about your audiences at a click of a button

Clients include: Ofcom

Business verticals:

Essential Eye

Media & Tech

Digitally Enabled

Mea

sure

Providing a deeper knowledge of your product or service through understanding its performance in the market place. How it works: Market Performance provides a commercial understanding of your offer in the market place and delivers recommendations to help maximise in-market success and service delivery.

Using a range of methodologies our consultative approach incorporates competitor benchmarking and market understanding combined with traditional, behavioural and advanced analytical methodologies to deliver the insight required to maximise in-market potential.

Client benefit/deliverables: • Identify key improvements for maximising the potential of your product, packaging

formats, price points /promotional offers as well as services

• Understand consumer appeal and how well your product or service is performing against the competition

• Evaluate likes/dislikes including purchase intent/behaviour and service satisfaction

• Review sales potential using VoluMax and EconoMax our bespoke volumetric methodologies

Clients include: Britvic, Premier Foods, Müller

Business verticals:

Market Performance



Public Sector

Digitally Enabled


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Und

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Their Voice

A real time understanding of customer experience to drive engagement.

How it works: Their Voice enables clients to deliver a greater customer experience, to maximise customer loyalty and improve business performance.

We have incorporated all key metrics across the Voice of the Customer touch points. Our five stage programme focuses on data capture, data processing, data reporting, escalation, insight and action.

Findings are delivered via a bespoke online reportal with set client agreed KPI’s. Our analytics team provides statistical analysis, forecasting/extrapolation, predictive modelling and optimisation to ensure that we help you understand the role and importance of each customer contact-point in driving customer retention and satisfaction.

Client benefit/deliverables: • Customer feedback utilising a range of sources and interpretation techniques to

understand key drivers of satisfaction

• A real-time understanding of customer perspectives at each stage of their experience

• Trackable metrics across touch points, flagging issues within a set time frame

• A framework for dissemination of results, allowing you to identify and resolve issues

• A programmes based on statistical models that drive profit growth

Clients include: Dixons Retail, Mercedes-Benz, Sky

Business verticals:

Auto FMCG Media

& TechServices Retail &

ShopperPublicSector

Digitally Enabled


25

Live Voice

A faster, more flexible and cost effective way to conduct face to face surveys.

How it works: Live Voice is our technology driven solution for conducting face to face surveys. It uses web enabled Android Smartphones or tablets to conduct exit interviews for real time survey results.

A respondent is taken through an electronic survey by one of our interviewers using a touchscreen Smartphone. We use O2 and EE, the strongest 3G networks, to maximise the coverage available in stores. Where a 3G connection cannot be found (<5%) data is collected by a bespoke app and automatically transferred as soon as the handset receives network coverage.

Client benefit/deliverables: • Immediacy of data through real-time delivery

• Air of modernity and flexibility it delivers the client

• Can increase customer perceptions of staff by up to 10%

• Provides the potential to significantly improve customer satisfaction

• Has the ability to drive sales by up to 20%

• All the while ensuring sales, margins and operating profits are maintained

Clients include: Dixons Retail

Business verticals:



PublicSector

Digitally Enabled

Und

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and

Shared Voice

Ensuring you have engaged employees and loyal customers.

How it works: Shared Voice is our bespoke employee satisfaction programme aimed at understanding employee engagement to drive business results.

Our engagement surveys collect data in online, CATI or postal questionnaire formats. Data is then uploaded to auto generate online reports. Notifications are then sent to key stakeholders informing them when reports are available and users can access data.

Teams then have instant access to data which is generated against set KPI’s. With results split out by location or department, performance can be measured and analysis can identify areas for improvement based on benchmarking and loyalty.

Client benefit/deliverables: • Bespoke real-time web reporting solution created by our Research Technologies team

• In-depth insight provided to drive business results

• Hierarchical access for security and ease of data sharing

• Ability to view dynamically generated data quickly and easily

• Ability to cut and analyse data as you need it

Clients include: G4S, Yell

Business verticals:



PublicSector

Digitally Enabled


27

Candidate X

Helping you secure top talent by evaluating the candidate experience throughout your recruitment process.

How it works: Attracting and retaining the right calibre of staff is the goal of any forward thinking business, but to do this requires an understanding of how such candidates view your organisation, and what attracts them to you and your brand.

Candidate X is our online research tool that evaluates the candidate experience at specified touch points throughout your recruitment process; providing you with an understanding of the insight into your organisation and brand that your recruitment process gives potential candidates.

Client benefit/deliverables: • Detailed understanding of how the candidate found out about the opportunity

• What they thought of the application process

• How the assessment centre rated

• Perceptions of the interview process

• Pre-arrival information and communication

• Analysis of overall induction process

Clients include: RBS, Shell

Business verticals:



PublicSector

Digitally Enabled

Und

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and

Helping you optimise your university application process to secure the best talent.

How it works: Applicant X helps you to optimise your application process and offer by enabling you to understand the university applicant journey at key touch points.

It is aimed at attracting and retaining the right calibre of students by understanding how applicants view your institution, and what attracts them to you.

Applicant X is our online research tool that evaluates the applicant experience at specified touch points throughout the application process; providing you with an understanding of how potential students view your institution and how it compares with key competitors.

Client benefit/deliverables: • Understanding of prospective students and their initial decision making process

• Exploring which universities candidates applied to and why

• Examines reasons for final selection

• Highlights usage and attitudes towards pre-arrival information

• Identifies satisfaction among current students with induction and beyond

Clients include: Anglia Ruskin University, University of Hertfordshire, University of Sheffield

Business verticals:

Services

Applicant X

Digitally Enabled


29

See

The Hub

Our social media network, used to generate, communicate and share ideas across the business and wider client network.

How it works: The Hub is designed to get all the teams across the business working together for mutual benefit. It’s about collaborating knowledge. The Hub is state of the art and unique to SPA Future Thinking within the research industry.

We created The Hub environment to build wisdom and insight from data, whether this is a latest case study, white paper or simply an article found on the internet. It provides us with the ability to take unstructured and unconnected data and give it value through structure.

It’s a fantastically ‘now’ way for us to work with our clients; sharing best practise, creds, research insights, and to gain instant feedback and commentary from all parties; tweaking surveys, updating presentations and keeping up-to-date with how the research is used across the business.

Client benefit/deliverables: • Create and join groups, follow user and group feeds

• Share data files and documents, images and videos

• Ask questions to the community

• Share links to external news and content

• Use tagging to easily sort and group content

Clients include: A new Quantum Lab product

Business verticals:

The Hub



PublicSector

Digitally Enabled


31

Storytelling

A key skill that ensures data insights make a real difference to our client’s business.

How it works: Telling great stories is an art form, and introducing a little structure to standard presentations and debriefs makes a huge difference to how a client receives, translates and uses the information for the benefit of their business.

Too many debriefs lack a clear purpose or structure, and all too often, people go away without a clear sense of what to do. Thinking about the story of our research helps to resolve this. Instead of presenting rafts of data, we use storytelling as a great way of communicating the value of research in a way that really engages audiences and drives actions.

We are social beings, and as such, we are hot wired to remember stories and anecdotes, not data and figures. An anecdote is remembered because it has all the elements of a good story: it’s told in a logical sequence; it has an unexpected element of surprise; and it has a memorable ending.

Client benefit/deliverables: • Stories help us, and our audiences make sense of information

• They help us to engage, inspire, persuade and to fix the ideas

• The classic 3 Act story optimises the value of our research and so we get asked back!

Clients include: BBC, ITV, Yahoo!

Business verticals:

Auto FMCG Media

& TechServices Retail &

ShopperPublicSector

Digitally Enabled

See

A bespoke web reporting solution for all your research and communications data. How it works: Web-Vision has been developed to showcase research findings, analytical expertise and visual data interpretation to its best ability.

The reportals we develop are bespoke in design with fully customisable features.

Data is collected internally or received from third parties, coding is then applied to raw data and weights applied. Once data is uploaded online reports are automatically updated. Notifications can be sent to key stakeholders informing them when reports are available and users can access data to run their own analysis. Account management teams then have instant access to data to explore areas of movement. Data modelling can also be built in to the portal as required.

Client benefit/deliverables: • Real-time online reporting

• Bespoke design to enable branding to seamlessly integrate with your corporate website

• Hierarchical access for security and ease of data sharing

• Ability to view dynamically generated data quickly and easily

• Ability to cut and analyse data as you need it

Clients include: Mercedes-Benz, RBS, Shell

Business verticals:

Web-Vision



PublicSector

Digitally Enabled


33

High definition video outputs really bring your research to life.

How it works: The use of video provides an opportunity to bring research findings to life and drive stakeholder engagement.

Video can be used in discussion groups, depth interviews, in-store (macro and micro space analysis), workshops, in-home and numerous other locations.

Our mobile ethnographic products Be-There™ and See-Me™ are great examples of how video footage can be used to inspire and motivate, enabling you to capture rich moment of truth experiences as they happen and get closer to consumer behaviour and understanding.

Client benefit/deliverables: • Engaging multimedia visual landscape of your consumers world

• Capturing respondent thoughts in the moment

Clients include: Audi, IPC Media, Transport for London

Business verticals:

Video

Digitally Enabled



PublicSector

See

Bring statistics to life through visually stimulating imagery

How it works: Research findings don’t have to be dull. The more visually stimulating and engaging they are the less likely they are to bore the marketing department to death.

High quality visuals and graphics combined with the forgotten art of storytelling make our debriefs memorable and business orientated. The use of advanced technology from HD flash reporting to real-time online reportals makes our deliverables come to life in a user-friendly and creative way.

Client benefit/deliverables: • Engaging visuals to stimulate the audience and drive stakeholder engagement

• Memorable and effective story telling through the art of infographics

Clients include: Disney, eBay, Mercedes-Benz

Business verticals:

Infographics

Digitally Enabled



PublicSector


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Ideation Insight

Innovate Question

Automotive

FMCG

Media, Marcomms & Technology

Services

Retail & Shopper

Public Sector


Concept Communicate Experience Visualise

Test Measure Understand See

Ethnography

Be-There™ is our mobile qualitative approach which allows us to get closer to consumer behaviours than ever before. This innovative mobile ethnography tool enables us to capture rich moment-of-truth experiences directly as they happen and provides engaging audio-visual outputs to drive stakeholder engagement.

See-Me™ provides an uninterrupted and unedited visual narrative of consumer life. Tracking where they go, what they do and what they are exposed to through a range of different cameras, suitable to the task, be it micro HD video or fish-eye camera.

Eye Tracking

The eye of the consumer holds a wealth of valuable information, and yet sometimes it doesn’t tell the whole story. Eye tracking is a technique allowing testers to determine eye movement and eye-fixation patterns of a person.

In the simplest terms, eye tracking is the measurement of eye activity. Where do we look? What do we ignore? When do we blink? How does the pupil react to different stimuli?

The concept is basic, but the process, interpretation and findings can be quite complex and ultimately eye opening.

Technologies & Techniques


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Online Communities

Providing innovative and effective insight into the lives of consumers.

Digital methods are now used as standard as a way of providing enhanced and more efficient research solutions, which offer cost savings as well as greater flexibility.

Whilst communities can be used for short-term ad-hoc studies (20-30 respondents over one to four weeks) we also adopt them for longitudinal studies with hundreds of participants contributing on an on-going basis.

In either format they can be used as a standalone study or ideally to supplement quantitative projects. There are numerous applications for online communities and we design and manage projects on leading platform providers, where we can develop projects to include bulletin boards, chat-rooms, blogs and video life journals; providing ideal ways to capture moment of truth experiences with powerful multimedia outputs through engaged participants.

Implicit Response Testing

Implicit response testing has been developed with the knowledge that often decisions are made based on what people feel rather than what they consciously reason.

It measures speed of agreement with brand metrics meaning we can measure the effect of a placement on implicit reactions; the faster the agreement the more ingrained the feeling.

Ethnomethodology

We continually look at how we can apply sociological approaches to our research methodologies. Ethnomethodology is about understanding the social reality of everyday life. The aim is to identify and record the means with which we make sense of the world we live in; it’s about bringing order to social settings and the environment that you find yourself.

Two approaches to ethnomethodology include “breaching” which was initiated by Harold Garfinkel, and Conversation Analysis pioneered by Harvey Sacks which focuses on verbal interaction and how this is impacted on by the use of recordings.

Sentiment

Sentiment analysis and text analytics are proving increasingly important in providing understanding to data captured through areas including social media posting and open ended survey responses.

By automating the analysis of this feedback we are able to manage large volumes of data and provide a quick and efficient understanding of people’s emotions, feelings and opinions; whether these are attributed directly to companies, their products, services or staff.

The understanding provided through this analysis can then provide clients with a greater understanding of consumer behaviour.

Technologies & Techniques


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Gaming

Gamification focuses on incorporating the principles of a game into online surveys to improve and enhance the user experience.

The role of imagery, creative questioning techniques to re-frame questions, the introduction of fun or game related techniques can all play a key role in improving respondents to complete tasks by thinking and acting differently. Importantly this has the effect of unlocking fresh insight.

The importance and potential of gamification is still being realised but its potential to engage and revitalise online surveys particularly for younger audiences is key.

Emotion

The power of emotion derives from an increasing focus aimed at getting closer to understanding real behaviour and the truth. Human behaviour naturally responds and acts on how we feel as much as on the facts in front of us at any time.

We have a range of techniques and technologies in place to help understand emotions and their feelings from neuroscience to facial analysis. All of these are aimed at more than simply the cognitive drivers of consumers; it is more about understanding the emotional actions of human behaviour.

Passive Research - online

Passive methods are a key growth area within the research industry and include methods such as ethnography, mobile research and neuroscience.

Our approaches are increasingly focussing on the role technology can play in understanding consumers and includes two recent mobile ethnographic products Be-There™ and See-Me™

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from ideation to visualisation product brochure€¦ · flexible tools covering both qualitative...

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