DigiViduals™         Research Robots conducting mass ethnography                    for insight generation                ...
FaceTrace® measures what matters most for brands, designs, communication &human experiences - the nature and level of thei...
A window into the world you want to understand…  DigiViduals™   are robotic researchers programmed   to represent a partic...
How Digital Characters work  Programmed with key words that represent their  attitudes, opinions and lifestyle  Search Twi...
On Nicole’s Twitter page we find re-tweets from people who talk likeNicole; providing understanding of what moves people i...
Nicole’s Lifeboard:      Cute, domestic                                                   Coffee, chocolate               ...
Nicole’s Video:
Generating insights from the TV Digital Characters…    Digital Characters™                                                ...
Nicole – key insight                                                                        Narrative                    N...
What makes a great insight?                    Wow, you really understand me..,                                   Resonanc...
Applications…  Segmentation/tgt Audience Enrichment & Understanding  Brand Persona Enrichment and Understanding  Trend Enr...
Mobile Music Digital Characters
Introducing our 9 Digital Characters        19 years old          30 years old                44 years old           Peggy...
Case Study
DigiViduals: Oreo and Su in Malaysia - BrainJuicer has already worked on DigiViduals with Kraft, in Europe - For this pilo...
Current Oreo Communication in Malaysia
Amazing SU – the DV brief  Su juggles multiple roles and cherishes active engagement with her kids.  A pressure in her dai...
Digividual Su
Pets               Family & fun      Fun                                      Provider               FamilyArt     Pop    ...
Su and Oreo    • Su cares about her family and wants to ge      stuff right    • Other members of her family can have a   ...
Su and Oreo   •However Su is more than   an extension of her   family, there’s Su the   individual   •Su isn’t going to   ...
Su and Oreo       - If we want Oreo, to become         more than a substitutable         brand that Su buys for other     ...
Han Zantingh – MD Asia               han.zantingh@brainjuicer.com                     +86 13818210785                     ...
Presented at the Asia-Pacific conference on     Qualitative Research in Web 2.0      22 & 23 Feb 2011, Macau SAR          ...
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Research robots conducting mass ethnography for insight generation

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Research robots conducting mass ethnography for insight generation

presented at QRWEBA2011 conference organised by Merlien Institute

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Research robots conducting mass ethnography for insight generation

  1. 1. DigiViduals™ Research Robots conducting mass ethnography for insight generation 1London Brighton Rotterdam Lausanne Hamburg New York Chicago Los Angeles Shanghai Melbourne
  2. 2. FaceTrace® measures what matters most for brands, designs, communication &human experiences - the nature and level of their Emotional Appeal Which of these faces best expresses how you feel about this product? Contempt To what degree did this Sadness Surprise product make you feel [selected emotion]? Neutral What was it about this product that Happiness Anger made you feel this way? [Use patented MindReader® to capture reasons] Fear Disgust 2007 BrainJuicer © 2006 2007 Award 2 Winner
  3. 3. A window into the world you want to understand… DigiViduals™ are robotic researchers programmed to represent a particular type of person, brand or trend, conducting automated mass web ethnography to build up a rich, detailed picture of their lives from which understanding, insights and new product ideas can be generated. Turn on, tune it and squeeze the insights out.
  4. 4. How Digital Characters work Programmed with key words that represent their attitudes, opinions and lifestyle Search Twitter for matches to these key words Then comb the social media landscape for matching material
  5. 5. On Nicole’s Twitter page we find re-tweets from people who talk likeNicole; providing understanding of what moves people in their daily life Savage Tribes Decorative Aromatherapy Candles Nicole
  6. 6. Nicole’s Lifeboard: Cute, domestic Coffee, chocolate Village life Sociable, romanticMythical, labyrinthineadventures Social conscience Delicate, colourful, quirky, intricate Nicole Edgy, Gothic, dark
  7. 7. Nicole’s Video:
  8. 8. Generating insights from the TV Digital Characters… Digital Characters™ Ideas tailor-made LifeBoard & Digital Character for the Digital Character Reverse engineer the INSIGHT… From DigiVidual™ and the idea
  9. 9. Nicole – key insight Narrative Nicole Nicole is fascinated by design, fashion and Female craft objects. She’s genuine, sociable and has an infectious zest for life. She’s a magpie – alive to the joy that little things can bring. She Age 38 can often be found hanging out in the cooler Lives London parts of town – a source of inspiration for her. Profession Jewellery Designer She loves the buzz of the big city but revels in Lives Hammersmith the intimacy that the urban village provides. She is very popular but has a close circle of friends who admire her warmth, elegance andInsight generosity.“There are times in my life when I need to say sorry or cheer up afriend and or be coquettish or just plain silly. Wouldnt it be great toexpress my sentiments creatively in candy”.Theme Creative KitschIdea to IllustrateCuties are large, wrapped, flat, sweets [Cute dog with curly coat and a bald patchsaying "Bad hair day repair". Cute dog with eyes lowered looking sorry saying"Sorry, Im a bad hound :-(" Cute dog with long lashes saying "Down boy!".
  10. 10. What makes a great insight? Wow, you really understand me.., Resonance “Yes… but “Yes, you really understand tell me something me – almost better than I new” understand myself!” Weak Edge …almost better than I understand myself “Does nothing “Yes, great insight, for me…” but not for me…” Low
  11. 11. Applications… Segmentation/tgt Audience Enrichment & Understanding Brand Persona Enrichment and Understanding Trend Enriching / Tracking Insight Generation Insight Tracking New Product Development 11
  12. 12. Mobile Music Digital Characters
  13. 13. Introducing our 9 Digital Characters 19 years old 30 years old 44 years old Peggy Mark Richard Belonging / Status driven, Unassuming inner child – outer directed; / thoughtful – Little Red Into appearances Decent guy Riding Hood – Gordon Gekko Wannabe Ingaborg Matthias Julius Challenging/ Rebellion; Sociable, confident, Doing the Mature – Rebel successful – work right thing – with a Cause hard, play soft Active caring Lara Pedro Miguel Longing – Style, technology the simple Empowerment – My Way facilitating quality things in life – the Real Deal matter
  14. 14. Case Study
  15. 15. DigiViduals: Oreo and Su in Malaysia - BrainJuicer has already worked on DigiViduals with Kraft, in Europe - For this pilot, we created 2 digividuals: - Oreo DV – based on the brand construct - ‘Amazing Su’; DV based on the target consumer definition - Su brought back a great deal of information – which we constructed into a film to bring her to life: - To see how to inspire the team to understand brand/consumer better, what can be improved etc
  16. 16. Current Oreo Communication in Malaysia
  17. 17. Amazing SU – the DV brief Su juggles multiple roles and cherishes active engagement with her kids. A pressure in her daily life is making enough time to spend quality time with her family. She spend her weekend in malls, shopping for groceries, going cinema with her kids She’s a Facebook-er, enjoys posting pics of her kids & family When not at work, she’s shuttling kids between school & extra classes Su is a non/lapsed Oreo user. Her kids consume biscuit with hot beverage (Milo), consume 5 times a week Su knows Oreo and is aware of the special way of eating Oreo i.e. Twist, Lick and Dunk but she has yet to be bonded with the ritual to put Oreo into her basket. In general, Su has no emotional connection to Oreo and TLD ritual.
  18. 18. Digividual Su
  19. 19. Pets Family & fun Fun Provider FamilyArt Pop Community & tradition Future Health Appearance
  20. 20. Su and Oreo • Su cares about her family and wants to ge stuff right • Other members of her family can have a big effect on Su (and her buying habits)
  21. 21. Su and Oreo •However Su is more than an extension of her family, there’s Su the individual •Su isn’t going to purchase Oreo’s to consumer herself (she may purchase Oreo’s for her children)
  22. 22. Su and Oreo - If we want Oreo, to become more than a substitutable brand that Su buys for other family members we need to bring Oreo into her world - One way of doing that is through cooking, e.g. Oreo cheesecake recipe. Su get’s to enjoy the fun of Oreo (with her family), but is also validated as a provider for her family, whilst doing something she is good at
  23. 23. Han Zantingh – MD Asia han.zantingh@brainjuicer.com +86 13818210785 23London Brighton Rotterdam Lausanne Hamburg New York Chicago Los Angeles Shanghai Melbourne A Leading International Online research agency
  24. 24. Presented at the Asia-Pacific conference on Qualitative Research in Web 2.0 22 & 23 Feb 2011, Macau SAR For more information Please visit: http://www.merlien.org
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