Fabric

Audience Analysis and Segmentation

4 ways mindswarms works with traditional qualitative research

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.

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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