Why Not Use Research To Offer Your Customers LESS?

image1 - fashionToday’s blog post is by Micha Dudley, a Senior Research Associate in our Behaviour Change Unit. Thanks Micha!

Most clients use market research to find areas they can provide more value to their customers. But in some cases, it can be more beneficial to take a look at the areas businesses could stand to reduce some value.

For instance, this week an article was posted in The Wall which shares the excitement we all have about the potential of wearable tech and gives loads of interesting possibilities for wearable tech firms. Can tech companies work with jewellery companies? Can they bring out beautiful smart bracelets? Can they make wearable tech cool by offering more?


Chan Kim and Renée Mauborgne would have them offer less instead.

One of the insights from their international bestseller Blue Ocean Strategy is that focussing your value on few attributes at the expense of others, can lead to success. Continue reading

Research Steps Out Of The Playground

If you become a parent, a fair bit of your time is spent boggling at the things that your kids get to enjoy that you didn’t. Take playgrounds, for instance. When I was little, playgrounds involved skinned knees, peeling paint on wood, and skeleton frames of rusted metal we were sent off to climb like chimney sweeps.

1970s playground

These days, everything is bright and gorgeous and my kids get to go in a “Soft Play Area”. This is a paradise: torrents of foam balls, carefully netted walkways, all sorts of squidgy towers to climb and explore. The only bad part is that at some point you grow up and leave the awesome soft play area behind.

But on the other hand that isn’t so bad – there’s more fun to be had in the real world, even if it’s not all quite so simple and colourful. Continue reading

Going with the Gut

Guest post by Ellen Kolsto, VP, Juice Generation, who is responsible for the US and LatAm. For more about qualitative research, feel free to contact Ellen at ellen.kolsto@brainjuicer.com.

The words “Qualitative” and “Analysis” often live in a rather unpeaceful truce when applied to understanding consumers’ relationships with brands. As researchers and marketers, we often want the projectable analytical insights we get from quant research, but we know we don’t want to miss the richness we are accustomed to with traditional qualitative approaches to exploring consumers’ lives. This becomes especially true with “online” qualitative research techniques, which include MROCs, mobile ethnography, and social media research.

blog post pic These new methodologies tend to generate a lot more material (often without asking a consumer a single direct question), evolving from a discussion that can blossom over weeks rather than the few hours allotted to the typical focus group. With so much more rich consumer generated content to review and synthesize in our to tell the consumer story, how do we practically go about analyzing online qualitative results? Continue reading

From Big to Friendly Data

Guest Post by Richard Shaw, VP JuiceGen Labs

There’s a slightly dorky game show inspired digital assistant that lives on my PlayStation called Max. This Siri-like character guides you through choosing what to watch next on Netflix and comes with his very own game where you rate movies and TV shows on a five-star scale. Netflix

I would be willing to hazard a guess that the algorithms powering Max’s content suggestions are the same ones Netflix uses for its regular content recommendations, it’s just that Max’s suggestions feel so precise.

Last weekend I was in the house on my own, eating beige-coloured food and looking for something dramatic. Max offered up Zodiac, a Jake Gyllenhaal movie I had previously overlooked, but it was so right for a quiet Sunday night. This feeling of precision seems to come from two places.

Continue reading


In the Northern Hemisphere at least, the Summer holidays are upon us. So for a lot of us it’s time to pack our bags and get somewhere we can relax, put our feet up, and catch up on some reading.

Ordinarily we’d do a post listing the best psychology and behavioural science books to have come out in 2014, but this year we’ve got something a bit more exciting to talk about. Our academic advisor Alain Samson, a psychologist and consultant who works with the LSE, has put together The Behavioral Economics Guide 2014. It’s a free up-to-date introduction to behavioural economics, with contributions from a bunch of companies who are putting the science to use for commercial impact.

OK, we admit it. It’s not really beach reading. More like a gentle workout for the mind once you get back from that well-deserved holiday and need some inspiration and ideas. The short book is in four parts. Continue reading

Will You Still Love Me Tomorrow?

Emotional ads – we love ‘em. The ponies, the babies, the wheelchair basketballers, the epic soundtracks and hilarious gags. If you’ve read anything by BrainJuicer, you’re probably aware that we are proud believers in ads that make you feel something.


Thank You, Mom (P&G): An emotional ad. A great campaign.

But there’s a problem. A single 5-Star famous ad can change a company’s fortunes. But a single ad rarely performs to its potential with no help. As channels of communication proliferate, and our understanding of how people use them grows, focus is shifting from ads to campaigns: just this month, WARC launched its WARC 100 list to celebrate effective campaigns across every channel.

Emotion still works. But making emotion last over the length of a campaign is a different job from making an emotional ad. Give a good ad the right back-up – continued broadcast, online seeding, multi-channel execution, interactive and in-store executions, packaging tie-ins and other approaches – and it can end up making more money than a great ad which never got the sustained support it deserved.

(That’s one reason we shout so much about 5-Star ads – anyone can find average ads that you can spend into being quite good. We’re all about trying to find the ideas that really demand that investment – the ones that make you famous.)

Next Tuesday, Gabriel Aleixo from our Sao Paolo office will be presenting a webinar on how BrainJuicer approaches campaign tracking, drawing on some successful work in Brazil over the last few years.

As you’d expect, emotion is at the heart. How brands make you feel over the course of a campaign is central to our approach – and we use a range of measures to get at that. But because this is a campaign, we have to be able to measure it at every touchpoint – and that’s where mobile devices come in, particularly the mobile ethnography expertise we’ve developed in our Juice Generation qualitative team.

If you want to know more about BrainJuicer’s methods and results, do please sign up for the Webinar on System 1 Brand Tracking. We’d love to have you listening in.

6 Fascinating Ideas From The Connected World Conference

Last Friday the MRS held its first Connected World conference – a social media research event with a difference. Though the attendees were social media researchers and clients, the speakers were almost entirely drawn from outside the research business. In fact, BrainJuicer were one of only two research agencies represented – the other were social specialists FACE – on a panel about how to “cut through the noise” in social media research.


But for the most part, research took a welcome back seat, quit its yapping about disruption and transformation, and listened for once. Marketers, psychologists, fandom experts, designers and comedians took the stage for a conference centering on inspiration and shared knowledge, not just trotting out the latest case study.

With that in mind, here’s my pick for the six most interesting things I learned at Connected World. Continue reading