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usecases-am-new-ad-concepts

Get visceral and authentic reactions to new ad concepts

Advertising & Marketing

Evaluate resonance, relevance and overall impressions of new concepts, platforms, messages, headlines, and taglines.

How the process works

  • Identify concepts, segments and prepare testing materials (e.g. existing campaign, platform, characters, music etc) for participant feedback
  • Design concept testing protocol per segment
  • Use Fabric remote video capture to gather participant reactions to concept desirability and willingness to pay across segments
  • Use additional inquiry methods to delve deeper into relevant unmet needs surrounding concepts
  • Invite participant to brainstorm ideas (explain or sketch) new or improved concepts

Methods used

  • Concept review and desirability feedback
  • Concept sorting from most to least desired
  • Feature set and content category sorting and prioritization
  • Willingness to pay inquiry to identify perceived concept value
  • Participatory brainstorming to surface concept improvements and new concepts

Timing and cost

  • Studies can be set up in minutes and usually involve 15 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

Examples

A leading telco launched a new campaign platform, and was curious to understand (a) how the campaign resonated in the real world and (b) what could be done to it to extend its shelf life in the most meaningful ways to consumers. 30 consumers from across the country completed studies that linked them to the campaigns so they could provide their personal and genuine reactions to the platform, the individual ads, as well as the advertising elements (music, tone, characters and more).

The net result was that the client learned the platform was indeed resonant, but there were disconnects when the platform connected to generic product offerings they could obtain from competitors

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usecases-am-new-business

Gather insightful research videos, fast, to win new business

Advertising & Marketing

Rapidly gather compelling customer research videos for new business pitches that demonstrate insight and empathy for a client’s market, brand or product.

How the process works

  • Identify areas of inquiry for rapid exploration.
  • Use Fabric remote video capture to gather participant responses to their experiences.
  • Conduct inquiries to fully understand user expectations and the cognitive models they associate to the product or environment experience.
  • Capture the product/environments context and the artifacts and elements influencing the user experience.

Methods used

  • User narrated walkthroughs of physical product usage and environment visits
  • Invite your own participants or allow Fabric to recruit participants to develop a fast turnaround study to surface relevant consumer values, perceptions, and behaviors
  • Use Fabric remote video capture to gather perceptions to areas of inquiry
  • Capture emotions and reactions to new and/or existing consumer-facing materials
  • Conduct a broad inquiry to demonstrate the similarities and differences across markets
  • Use Fabric’s sentiment and emotion based AI to bring insights to life

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

Deliverable Example: 10 participants each answer 10 questions using the video on their smartphone or laptop. That produces 100 x 1 minute video clips and corresponding transcripts (both through Fabric’s AI, and a parallel service that includes a human pass to capture important emotional, attitudinal or cultural 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

Examples

Fabric has helped global agency networks to independent creative boutiques successfully pitch major national and global brands, as well as smaller, niche products. Fabric has been used to get the conversations started in early chemistry-check meetings, inform and inspire creative briefings, develop and test creative and strategy materials, and help lead audience segmentation strategies.

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usecases-aud-traditional-qualitative-research

4 ways Fabric works with traditional qualitative research

Audience Analysis and Segmentation

Recruiting for ethnography.

Rather than show up at a respondent’s home with an Excel spreadsheet and fingers crossed the participant is good, mindswarms has been used to recruit in advance for ethnographies. Not only does it help identify cream-of-the-crop candidates, but it also informs the research process early on, and can be used to sharpen discussion guides.

Pre-in field.

What we have often done is a wave of mindswarms in advance doing any kind of field work (focus groups, IDIs, in-homes). A lot of clients are anxious to get projects moving quickly, and instead of waiting two weeks to begin traditional qual research, mindswarms can gather insight within days from a very broad geography to begin to inform the project.

Post in-field.

mindswarms has been used as a way to bounce ideas off consumers after the traditional qualitative field work has been completed. So, for example, on a project with product designers, sketches of ideas inspired on the road were bounced off mindswarms respondents after the initial wave of research had been completed to help validate a direction.

Extending reach of focus groups.

In most countries, the tendency is to conduct traditional qualitative research in major markets because that’s where the lion’s share of volume comes from. But mindswarms has been used a remarkably quick way to access consumers in every level of market to help balance out a more urban skew to the recruitment. So, for example, in the US, rather than hit the usual NY/LA/Chicago markets, sprinkling in a nationally representative wave of mindswarms helps provide a more representative picture of consumers nationally.

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usecases-aud-customer-exp-eyes-of-consumer

Understand customer experiences through the eyes of the consumer

Audience Analysis and Segmentation

Gather visitor reactions to new stores, restaurants, drive- thrus and more. Observe the visitor experience and capture opinions, pain points and areas of delight to refine the overall experience.

How the process works

  • Work with our Research Managers to design testing protocol for customer experiences.
  • Use mindswarms remote video capture to gather participant responses to their experiences.
  • Conduct inquiries to fully understand user expectations and the cognitive models they associate to the product or environment experience.
  • Capture the product/environments context and the artifacts and elements influencing the user experience.

Methods used

  • User narrated walkthroughs of physical product usage and environment visits
  • Ergonomic audits of product and environment features
  • Contextual tours of related elements influencing the experience
  • Comparison of the ideal experience to the actual one.

Timing and cost

  • Customer Experience Projects can take from 7-14 days or more to complete depending on study complexity
  • Typical projects involve 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 (additional incentives may be required if travel or retail visits are required)
  • 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)
  • Additional incentives may be required if lengthy trips to retail are required.

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.

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usecases-aud-journey-mapping

Journey Mapping

Audience Analysis and Segmentation - In Home Use Test

Have consumers show you their journey through a decision, product use or consumption journey.

How the process works

  • Identify the journey to investigate in the study
  • Work with our Research Managers to develop a research protocol to explore different points along the journey continuum
  • Recruit key audience segments (e.g. Loyalists, Casuals, Lapsed)
  • Use mindswarms remote video capture to have participants provide insight on their journey, touching on rational or emotional touchpoints
  • Synthesize findings into Journey Mapping report

Methods used

  • Beginning, middle and end check-in
  • Physical environmental reporting (e.g. drive thru menu ordering experience)
  • Diaries (e.g. report on the changing relationship with music having a smart speaker in the home)
  • Micro moments (e.g. have consumers report when a key event occurs, like in our work with Think with Google)

Timing and cost

  • Journey Mapping projects can take from one to four 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 (additional incentives may be required if travel or retail visits are required).
  • 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)
  • For projects where shopping missions or travel outside of the home is required, additional incentives may be required.

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.

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usecases-aud-audience-segment

Conduct a deep-dive with one key audience segment

Audience Analysis and Segmentation

Get to know your core target audience, intimately, by delving into their attitudes and lifestyle, brand affinities, product use and more.

How the process works

  • Design testing protocols for customer experiences
  • Use Fabric remote video capture to gather participant responses to their experiences
  • Conduct inquiries to fully understand user expectations and the cognitive models they associate to the product or environment experience
  • Capture the product/environments context and the artifacts and elements influencing the user experience

Methods used

  • Belief and Behavior delineation
  • Drill-down on insights identified through prior quant
  • Self comparison to other segments, attitudes, beliefs or behaviors
  • Motivation mapping

Timing and cost

  • Studies can be set up in minutes and usually involve 10-15 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.

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