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

THE BEHAVIORAL ECONOMICS GUIDE 2014 – A FREE BEHAVIOR CHANGE RESOURCE

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.

tymom

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.

schneider

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

7-1: Eight Behaviour Change Points From THAT World Cup Semi-Final

Have you been enjoying the World Cup? We have. And last night’s remarkable Brazil v Germany semi-final got us thinking. What do psychology and behavioural science tell us about the result, the pundits, the fans and the players after a shock event like that? So here are seven behavioural points about the Germany-Brazil game… and one “consolation goal” as a bonus! Continue reading

Land Of The Giants

Are World Cup ads just getting too long?

It’s the biggest TV event in the world. So it was always going to attract the biggest ads. The beginning of June saw a flurry of World Cup commercials, but two of the biggest launches online were from Beats By Dre and Nike. What they have in common – the event aside – is length. Both of these commercials clock in at more than five minutes.

wayne

No surprise Wayne looks exhausted.

Which raises a few questions. At a time when so much focus is on shorter ads – 30 second executions, 15 second YouTube prerolls, and even 6-second Vine trailers – what do brands gain by going long? How do you keep a five-minute ad exciting and emotional? And are these commercials any good? Continue reading