Posted on

usecases-am-unique-audience-segments

Create highly unique audience segments

Advertising & Marketing

Identify key behavioral or attitudinal differences amongst audiences to develop a segmentation strategy (or drill down on one specific segment).

How the process works

  • Identify the target audience to research
  • Work with our Research Managers to develop a research protocol that fleshes out how to bracket potential differences amongst segments
  • Use mindswarms remote video capture to have participants provide insight on their perceptions, attitudes, behaviors, brand relationships, product use and even media habits to help highlight how they are different from other segments

Methods used

  • Polarizing questions to encourage respondents to exaggerate differences
  • Self-identify by different attributes
  • Prompt them with links to statements (sometimes identified through quant research) that they can agree or disagree with
  • Self-reported consumption and possible validation by showing products or brands

Timing and cost

  • Audience Segmentation projects can take from one to two weeks or more to complete, depending on study complexity
  • Typical projects involve 15-30 participants.
  • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
  • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
  • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

Example: 20 participants each answer 10 questions using the video on their smartphone or laptop. That produces 200 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences.

Back to all use cases
Posted on

usecases-am-creative-brief-with-consumer

Supercharge your creative brief with consumer insight

Advertising & Marketing

Bring inspiration to your creative brief with video-based insights to energize and focus your creative teams.

How the process works

  • Identify key campaign assets to involve in the study
  • Develop a research protocol to explore consumers’ points of view on key topics
  • Recruit audience segments (e.g. Loyalists, Casuals, Lapsed)
  • Use Fabric remote video capture to have participants provide insight on their perceptions of brands, their views on culture, their reactions to existing comms assets and more

Methods used

Exploration of consumer perceptions of:

    • The cultural landscape
    • The category the brand/product operates in
    • Product landscape (positioning, features, uniqueness)
    • Advertising landscape (likes/dislikes, emotion, USP) • Your brand (awareness, associations, preference, purchase)

Timing and cost

  • Studies can be set up in minutes and usually involve 15-30 participants. Videos, transcripts, and analysis through Fabric’s AI show up as soon as participants complete their surveys.
  • The “Bring Your Own Recruits” option starts at $50 per person. Each person you invite from your list answers up to 10 questions per study, yielding 10 x 1 minute video responses per person. Includes transcripts (machine & human for accuracy), and access to our sentiment and emotion based AI.
  • The “DIY + Recruit” option starts at $250 per person, and you create a study recruiting from our proprietary database of over 250,000 respondents. Each person answers up to 10 questions per study, yielding 10 x 1 minute video responses per person. Includes screening, transcription (human + machine for accuracy), and access to our proprietary sentiment and emotion based AI.

Deliverable

Example: 20 participants each answer 10 questions using the video on their smartphone or laptop. That produces 200 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

Fabric A.I. analyzes videos to come up with a detailed report highlighting frequently used words, phrases, and emotions felt by participants. The data is automatically presented in easy to understand charts, all of which can be exported for further use. 

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences.

Back to all use cases
Posted on

usecases-am-current-advertising

Identify core equities of current advertising

Advertising & Marketing

Understand consumer perceptions of the core advertising equities of your brand: platform, key messages, relevance/differentiation, and characteristics including music, visuals, featured characters, tone/personality and more.

How the process works

  • Identify key campaign assets to involve in the study
  • Work with our Research Managers to develop a research protocol to explore advertising equities and relevant campaign elements to test
  • Recruit key segments (usually excluding brand rejectors)
  • Use mindswarms remote video capture to link participants to campaign elements including the platform, headlines, tag line, priority messages as well as individual elements (e.g. music, characters, tone/personality)
  • Synthesize findings into an Ad Equities report

Methods used

  • Unaided reactions to campaign platform
  • Messaging hierarchy understanding
  • Key messaging take-away
  • Emotional associations and reactions
  • Brand impact assessment

Timing and cost

  • Advertising Equity projects can take from one to two weeks or more to complete, depending on study complexity
  • Typical projects involve 20-30 participants
  • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
  • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
  • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

25 participants each answer 10 questions using the video on their smartphone or laptop. That produces 250 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human pass to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

Back to all use cases
Posted on

usecases-am-reactions-to-messaging

Get visceral and unvarnished reactions to messaging

Advertising & Marketing

Test the relevance and resonance of your company’s messaging: advertising, website, packaging and more.

How the process works

  • Identify messaging concepts and prepare testing materials for participant feedback
  • Design concept testing protocol per segment
  • Use Fabric remote video capture to gather participant reactions to messaging relevance and resonance

Methods used

  • Messaging review and desirability feedback
  • Messaging sorting from most to least desired
  • Key takeaways
  • Audience similarities and differences by segment

Timing and cost

  • Studies can be set up in minutes and usually involve 10 or more participants. Videos, transcripts, and analysis through Fabric’s AI show up as soon as participants complete their surveys.
  • The “Bring Your Own Recruits” option starts at $50 per person. Each person you invite from your list answers up to 10 questions per study, yielding 10 x 1 minute video responses per person. Includes transcripts (machine & human for accuracy), and access to our sentiment and emotion based AI.
  • The “DIY + Recruit” option starts at $250 per person, and you create a study recruiting from our proprietary database of over 250,000 respondents. Each person answers up to 10 questions per study, yielding 10 x 1 minute video responses per person. Includes screening, transcription (human + machine for accuracy), and access to our proprietary sentiment and emotion based AI.

Deliverable

15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both through Fabric’s AI, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

Back to all use cases
Posted on

usecases-am-existing-ad-campaign

Help determine how - or if - to extend an existing ad campaign

Advertising & Marketing

Understand the core advertising equities, assets and characteristics of a current ad campaign in order to learn how best to evolve it.

How the process works

  • Identify concepts, segments and prepare testing materials (e.g. existing campaign, platform, characters, music etc) for participant feedback
  • Work with our Research Managers to design concept testing protocol per segment
  • Use mindswarms remote video capture to gather participant reactions to concept desirability and willingness to pay across segments

Methods used

  • Campaign messaging clarity and resonance check
  • Campaign element evaluation
  • Character likeability and relevance assessment
  • Spot by spot breakdown of elements: personality, tone, music, tempo
  • Future campaign ideation

Timing and cost

  • Campaign Extension studies can take from 3 to 5 days or more to complete depending on study complexity
  • Typical projects last 3 days and involves 15+participants
  • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
  • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
  • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

Back to all use cases
Posted on

usecases-am-brand-perceptions

Uncover core brand perceptions

Advertising & Marketing

Gain insight into consumer brand perceptions to inform brand (re)positioning and increase brand valuation efforts.

How the process works

  • Identify market segments and relevant brand values to involve in the study
  • Work with our Research Managers to develop a research protocol to explore brand perceptions and relevant values across segments
  • Recruit participant segments (e.g. Loyalists, Occasionals, Lapsed)
  • Use mindswarms remote video capture to engage participants with brand visuals and concrete branded interactions that inspire in-depth and thoughtful responses
  • Optional: Synthesize findings into Brand Perceptions report
  • Optional: Edit a 90-120 second highlight reel of relevant clips

Methods used

  • Brand perceptions and values mapping by segment
  • Diary studies to capture participant encounters with brands and relevant values Value card sorting
  • Gather reflections and perception of the brand through asynchronous interviews
  • Brand gap mapping to perception and values map

Timing and cost

  • Brand Perceptions studies can take from 3-5 days or more to complete, depending on study complexity
  • Typical projects involve 20-30 participants
  • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
  • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
  • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

Deliverable Example: 25 participants each answer 10 questions using the video on their smartphone or laptop. That produces 250 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human pass to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences. Accompanying report starting at $15,000

Examples

A leading home furnishings brand was looking to understand perceptions of its core brand values. One of the primary exercises we had Loyalists do was to write a love letter to the brand, and read it on camera. By having consumers write down their thoughts and read them, their deep-seated perceptions of the brand surfaced clearly, ultimately leading to an updated positioning strategy and ad campaign that helped them drive record sales and brand awareness

Back to all use cases