Fabric

Audience Analysis and Segmentation - In Home Use Test

Journey Mapping

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.

Creative and inspiring use cases of Fabric
The following is a short list of ways in which we and/or our clients have employed the platform creatively to extract new and unusual insights.
In Home Use Test - Fabric
Get to know your core target audience, intimately, by delving into their attitudes and lifestyle, brand affinities, product use and more.
Packaging testing - Fabric
Gather visitor reactions to new - or existing - packaging. (This is particularly helpful for products where there is no sales assist on the retail floor).
In Home Use Test - Fabric
Get raw consumer feedback to product and service use in home to benchmark features and pain points and inform future product and service improvements.
Watch consumers weigh in via video at critical points on their journeys - Fabric
Have consumers show you their journey through a decision, product use, event or consumption moment.
Create highly unique audience segments - Fabric
Identify key behavioral or attitudinal differences amongst audiences to develop a segmentation strategy (or drill down on one specific segment).
Consumer Insight Videos | Marketing Research Insights
Bring inspiration to your creative brief with video-based insights to energize and focus your creative teams. Know your brand with Consumer Insight Videos
Identify core equities of current advertising - Fabric
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.
Get visceral and unvarnished reactions to messaging
Test the relevance and resonance of your company’s messaging: advertising, website, packaging and more.
Help determine how - or if - to extend an existing ad campaign - Fabric
Understand the core advertising equities, assets and characteristics of a current ad campaign in order to learn how best to evolve it.
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