case-studies-online-interactions

How Online Interactions Impact Time-to-Make-a- Plan Moments

Online interactions are increasingly shaping how people make a plan for their next trip. New clickstream data from Luth Research’s opt-in panel and mindswarms video surveys provide a snapshot of what a real traveller’s time-to- make-a-plan moments actually looked like. Check out the Think with Google study here.

How Mobile Video Surveys Helped DINE Launch a New Product - Fabric
When food innovation company DINE needed to make a snap decision about whether to introduce a new product to consumers, they turned to mindswarms. The feedback they...
Millennials & Home Cleaning - Fabric
In a recent study, mindswarms set out to understand unique generational considerations in how Millennial women relate to home cleaning, home cleaning brands, and home cleaning product...
Amplify Your Pitch with Mobile Video Surveys - Fabric
4 days away from a major pitch, BBDO knew that having authentic & timely consumer video insights would amplify their pitch. The result: they won.
How to Seal the Deal with Mobile Video Surveys - Fabric
What happens when you need consumer insights within a matter of days? Check out how Fabric helped a leading agency craft video surveys to win new business.
mindswarms Partners with Carnegie Mellon HCI Masters Class - Fabric
In a pilot study at Carnegie Mellon University, students enrolled in Human Computing Interaction Masters program used mindswarms video mobile surveys to get feedback on their idea...
Mobile Video Ethnography Dives Into the Teenage Mind - Fabric
What shapes the identities of teens today? California ad agency BSSP wanted to reach beyond data-driven assumptions to find out, going deep into the minds of Generation...
How micro moments are reshaping the travel customer journey - Fabric
There’s a lot of planning that goes into traveling. And people increasingly turn to devices for help. Here, Think with Google (powered by mindswarms) reveals the consumer...
Mobile Video Surveys Reframe Global Qual - Fabric
Rob Klingensmith, Chief Strategic Officer of Marcel Worldwide, worked with mindswarms to collect consumer insights in 5 different countries for Luxottica, makers of the world’s iconic Ray-Ban...
How mobile has redefined the consumer decision journey - Fabric
The consumer journey, from I-need-some-ideas through I-want-to-buy-it, is increasingly guided by the smartphone.This means retailers need to show up in a useful way online in order to...
Dr. Lautman - Professor at Wharton’s MBA program - on Mobile Video Surveys - Fabric
Wharton MBA adjunct professor Dr. Martin Lautman appreciates the benefits of big data. But when it comes to diving deeper in order to understand consumer emotion and...

case-studies-ad-testing-campaign

Ad Testing: 72andSunny and the “truth” campaign

Following up to their successful truth campaign, American Legacy Foundation and 2014 Ad Age Agency of the Year, 72&Sunny, needed to test their creative to see what resonated with today’s teens. mindswarms put the new ad concepts in front of the teens, and had them record their responses via smartphones. The results? Positive vibes win out over negativity.

72andSunny, a Los Angeles-based ad agency working with the anti-smoking campaign, truth, used mindswarms to get reactions on three new concepts for teen-targeted anti-smoking ads. truth’s ads of the early 2000s drove a generation of potential smokers to rebel against Big Tobacco. A new generation of teens, however, required a new approach. 72andSunny wanted to field a test of their new campaign before launch.

Mobile Video Surveys

mindswarms mobile video surveys give ad-campaign testers access to high-quality video responses across a wide geographical area without the hassle of traveling. More importantly, they allow direct and intimate entry into the varied world of individual opinion, free from the group-think that’s characteristic of some traditional research methods. Participants respond from the comfort of their own home, while researchers can view responses in between office meetings. With these benefits in mind, 72andSunny partnered with mindswarms to create a survey that would net them the insight they needed to confidently go forward with a bold, new campaign.

Methodology

In their survey, mindswarms and 72andSunny collected video responses from 42 participants across a carefully curated demographic range in three metropolitan cities – Detroit, Birmingham, and Pittsburgh. Respondents were exposed to the ads and asked to discuss the efficacy and resonance of their messages, and react to the ad campaign as a whole. From the comfort of their homes, respondents provided 60-second answers to 14 thoughtful, pointed questions, generating over 550 minutes of consumer video – video showcasing a degree of personal, private reactions unachievable in focus groups. All possible in a week’s time.

Shipped-As-They-Fill

Question responses were reviewable by 72andSunny and mindswarms’ project managers as they filled, meaning that each individual video was accessible after a respondent submitted their responses. Responses filled a shareable matrix for easy viewing, allowing agency planners and clients to watch each respondent’s answers to every question (by row), or to watch each question’s varied answers across respondents (by column). Beyond the stated answers, the nuances in these video responses – of body language and tone of voice — speak volumes, and allow an in-depth analysis beyond that of old-fashioned ad testing.

Nearly tfive hours of unfiltered consumer honesty, and all the richness of its subtlety, were delivered to 72andSunny via a cloud-based study link (each video response including a transcript), giving them the answers they were looking for.

72andSunny’s ads revolved around the concept, „Be the Generation to End Smoking,” and utilized the emphatic tagline, “Finish It.” Included in the campaign was the promotion of shareable content on social media and ads showing how Big Tobacco shamelessly uses celebrity smokers as unpaid advertisers for their product.

How Mobile Video Surveys Helped DINE Launch a New Product - Fabric
When food innovation company DINE needed to make a snap decision about whether to introduce a new product to consumers, they turned to mindswarms. The feedback they...
Millennials & Home Cleaning - Fabric
In a recent study, mindswarms set out to understand unique generational considerations in how Millennial women relate to home cleaning, home cleaning brands, and home cleaning product...
Amplify Your Pitch with Mobile Video Surveys - Fabric
4 days away from a major pitch, BBDO knew that having authentic & timely consumer video insights would amplify their pitch. The result: they won.
How to Seal the Deal with Mobile Video Surveys - Fabric
What happens when you need consumer insights within a matter of days? Check out how Fabric helped a leading agency craft video surveys to win new business.
mindswarms Partners with Carnegie Mellon HCI Masters Class - Fabric
In a pilot study at Carnegie Mellon University, students enrolled in Human Computing Interaction Masters program used mindswarms video mobile surveys to get feedback on their idea...
Mobile Video Ethnography Dives Into the Teenage Mind - Fabric
What shapes the identities of teens today? California ad agency BSSP wanted to reach beyond data-driven assumptions to find out, going deep into the minds of Generation...
How micro moments are reshaping the travel customer journey - Fabric
There’s a lot of planning that goes into traveling. And people increasingly turn to devices for help. Here, Think with Google (powered by mindswarms) reveals the consumer...
Mobile Video Surveys Reframe Global Qual - Fabric
Rob Klingensmith, Chief Strategic Officer of Marcel Worldwide, worked with mindswarms to collect consumer insights in 5 different countries for Luxottica, makers of the world’s iconic Ray-Ban...
How mobile has redefined the consumer decision journey - Fabric
The consumer journey, from I-need-some-ideas through I-want-to-buy-it, is increasingly guided by the smartphone.This means retailers need to show up in a useful way online in order to...
Dr. Lautman - Professor at Wharton’s MBA program - on Mobile Video Surveys - Fabric
Wharton MBA adjunct professor Dr. Martin Lautman appreciates the benefits of big data. But when it comes to diving deeper in order to understand consumer emotion and...

case-studies-shopper-purchase

Mobile’s Role in a Shopper’s Purchase

Online interactions are playing an increasing role in influencing a shopper’s ultimate purchase decision. But how much so? New data from Luth Research opt-in panel and mindswarms mobile video surveys show just what this means. Hint: You need to be fast, and relevant. Find out more in this Think with Google study here.

How Mobile Video Surveys Helped DINE Launch a New Product - Fabric
When food innovation company DINE needed to make a snap decision about whether to introduce a new product to consumers, they turned to mindswarms. The feedback they...
Millennials & Home Cleaning - Fabric
In a recent study, mindswarms set out to understand unique generational considerations in how Millennial women relate to home cleaning, home cleaning brands, and home cleaning product...
Amplify Your Pitch with Mobile Video Surveys - Fabric
4 days away from a major pitch, BBDO knew that having authentic & timely consumer video insights would amplify their pitch. The result: they won.
How to Seal the Deal with Mobile Video Surveys - Fabric
What happens when you need consumer insights within a matter of days? Check out how Fabric helped a leading agency craft video surveys to win new business.
mindswarms Partners with Carnegie Mellon HCI Masters Class - Fabric
In a pilot study at Carnegie Mellon University, students enrolled in Human Computing Interaction Masters program used mindswarms video mobile surveys to get feedback on their idea...
Mobile Video Ethnography Dives Into the Teenage Mind - Fabric
What shapes the identities of teens today? California ad agency BSSP wanted to reach beyond data-driven assumptions to find out, going deep into the minds of Generation...
How micro moments are reshaping the travel customer journey - Fabric
There’s a lot of planning that goes into traveling. And people increasingly turn to devices for help. Here, Think with Google (powered by mindswarms) reveals the consumer...
Mobile Video Surveys Reframe Global Qual - Fabric
Rob Klingensmith, Chief Strategic Officer of Marcel Worldwide, worked with mindswarms to collect consumer insights in 5 different countries for Luxottica, makers of the world’s iconic Ray-Ban...
How mobile has redefined the consumer decision journey - Fabric
The consumer journey, from I-need-some-ideas through I-want-to-buy-it, is increasingly guided by the smartphone.This means retailers need to show up in a useful way online in order to...
Dr. Lautman - Professor at Wharton’s MBA program - on Mobile Video Surveys - Fabric
Wharton MBA adjunct professor Dr. Martin Lautman appreciates the benefits of big data. But when it comes to diving deeper in order to understand consumer emotion and...