Re-uniting The Kingdom: What’s The Story For Theresa May’s Britain?

This is a post outlining the results of our latest BrainJuicer Politics study into where Britain is headed, post-Brexit. Dig into the detail in the full post – but here’s our executive summary.

  • If the Referendum was to be held again, Leave would still win.
  • The country is emotionally divided – Remain voters are distraught about the decision, Leave voters delighted and very positive about the future.
  • Looking at the narratives people fit the UK into, the country’s Current Story is still Comedy – things will be fine in the end.
  • But Britain’s Optimal Story – the one which would make people happiest if it came true – has changed. It’s now Rags To Riches – drawing strength from Britain’s experience of tough times to inspire future prosperity.
  • Theresa May is seen as the politician most likely to help this happen, well ahead of any rivals.

Continue reading

Most Innovative Agency 2016

We are proud and delighted to be named Most Innovative Agency again in the GRIT Report  2016 (Check out the results teaser over at Greenbook). This is the fifth consecutive time we’ve won it, but it never stops being an honour to be recognised for innovation, both by our clients and agency peers. Over the years we’ve been pleased to see other agencies do well too – this year, it’s great to see InSites, an agency whose innovations in online communities we have massive respect for, break the Top 3. It’s a time of huge change for market research – look at our partners ZappiStore, jumping up the rankings from 25th in 2015 to 11th in 2015. They’re helping the whole industry get leaner and faster, and that is definitely where some of the future lies.

john-kearon-brainjuicer

Coming first in this survey doesn’t make us complacent – quite the reverse. We feel the pressure to keep on trying out new approaches and ideas. Last year, for instance, was all about applying behavioural science to branding. We launched our Fame, Feeling and Fluency model of brand growth which lies at the heart of our tracking and audit products, and was nominated for an MRS Innovation Award. We also unveiled the unique brand strategy product Storyteller, and were delighted when a paper combining the 3Fs and Storyteller won the prestigious Ulrike Schöneberg Award at Germany’s major research conference. This year, we’re focusing on  digital– moving a DIY version of our Ad Testing tool to ZappiStore, and working on new digital testing tools you’ll be hearing about very soon. Continue reading

Explaining The Rise Of Donald Trump

Orlando Wood reviews the results of our latest self-funded project – predicting the US election results and understanding the deeper dynamics at play.

Psychology tells us that humans are fast and frugal in our decision-making, that we ‘think much less than we think we think’. Instead, we are guided by impressions, associations, past experience, stories and feelings. We use mental shortcuts or rules of thumb to help us decide between options, products, brands – and indeed politicians. This is what psychologists refer to as ‘fast’ or ‘System 1’ thinking.

Back in late January, before the very first Caucus or Primary vote was cast – when the prediction markets and polls were in a state of flux (and indeed you might say they still are!) – we conducted research in the US to understand how well the US candidates had established the important mental shortcuts of Fame, Feeling and Fluency. Continue reading

Storyteller: What’s The Story For Tesco?

This Wednesday we ran a webinar on our fresh-out-of-the-Lab brand strategy tool, Storyteller. Here’s one of the self-funded case studies we talked about in it. To see the full Webinar, go here.

Tesco is still the UK’s Number One retailer. But it’s no secret that it’s lost some of its shine in recent years. Its first ever profit warning, high-profile store closures and sales declines, and bad publicity like the “horsemeat scandal” give the impression of a brand in trouble. At the same time, bargain supermarkets like Aldi and Lidl have taken the “pile it high – sell it cheap” mantle that Tesco built its success around.

Is Tesco a brand in terminal decline, or has it started to turn things around? Is its mission to save families money still credible, or can it draw inspiration from other supermarkets? What, in short, is Tesco’s story?

tesco trolleys

We used Storyteller to find out.

The purpose of Storyteller is to capture and measure the stories around a brand. Not just the ones it wants to tell, but the ones people might fit it into. Think of it as a weather report for brands. Just as you want to check if it’s going to rain before you set out on a long walk, before you start telling a story, you need to have some idea how credible it is. If Tesco want to present their brand as on a mission to help customers, it has to know how many people are ready to believe that. Continue reading