scenarioDNA
the consumer insights think tank

BEYOND DEMOGRAPHICS...
We need to shift our perspective to
research models that radiate out
rather than radiate in.
The key is a more finely tuned
data strategy and leveraging
social context.
IMAGE: Flickr masback
THE CONSUMER INSIGHTS THINK TANK

WHERE WE COME IN...
We
understand
culture. the critical ingredient for
building social brands.
THE CONSUMER INSIGHTS THINK TANK

HOW WE DO THAT
…a hybrid approach uncovers the nuances of the market
RESEARCH
TRENDS
Trends shape consumer
language and behavior -
2. Custom research methods help us keep up with
consumers and make the picture more vivid.
understanding their role is
critical.
1.
3. PLANNING
Insights leverage the elusive nature of
the evolving marketplace.
THE CONSUMER INSIGHTS THINK TANK

REBOOTING THE PROCESS
1 2 3
INPUT MODALITY ANALYSIS
who we engage how we engage what we get
recruitment context integration
segmentation involvement insights
incentives discourse evolution
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OUR SERVICE MAP
who we engage how we engage
strategy & planning custom research publishing
ADVISORY SERVICES
DIGITAL CAMPAIGN PLATFORM
robust data source and platform BRAND GUIDES
CULTURE BASED
SEGMENTATION MOBILE SURVEYS
insights in context
VIDEO DOCUMENTARIES
bringing the consumer to life
strategy & planning custom research brand guides
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STRATEGY + PLANNING STRATEGY + PLANNING
TM
brand/culture context mapping
cultural context mapping
…building personas and mapping white space
Culture-based segmentation
driven by consumer tribes to
help visualize connections
and opportunities.
Archetypes
From archetypes to
meta-personas to brand
specific personas.
Meta-
Personas
Brand
Personas
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global digital campaign platform
keys to integrated research and insights
DATA + SOCIAL
ROBUST & ELASTIC
FLEXIBLE & IN CONTEXT
Recruitment and deployment
of research in the context of
an enterprise social network.
PLUS...
MOBILE SURVEYS
insights in context
THE CONSUMER INSIGHTS THINK TANK

global digital campaign platform
our partners
DATA + SOCIAL
ROBUST & ELASTIC
FLEXIBLE & IN CONTEXT
• 3 billion consumers recognized daily • Neighborhood America provides the
• 10 billion data records updated monthly industry's first fully independent data
• 500 million individual demographic warehousing and reporting infrastructure,
records globally allowing us to listen to customers in ways
once unimaginable.
• The Software & Information Industry Association
(SIIA) selected Neighborhood America for the
second consecutive year as CODIE winner for
"Best Social Networking Solution."
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CUSTOM RESEARCH
global digital campaign platform
how it works
3
ANALYSIS
1
REFINE & CULTIVATE COMMUNITY
2
INPUT EXPAND TO LARGER SAMPLES
MODALITY
DATA FILTER/MAP/PATTERN SOCIAL
PLATFORM
10 BILLION DATA RECORDS
HIGHLY DETAILED DATA SETS
MESSAGE BOARDS
PICTURE + VIDEO BOARDS
RATING BOARDS
LEARNING SPACES
BRANDED COMMUNITIES
FAN COMMUNITIES
VIRTUAL WORLDS
ALTERNATE REALITY GAMING
USER GENERATED CONTENT
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CUSTOM RESEARCH
global mobile survey platform
…interacting with consumers in context
Recruitment and
deployment of consumer
polls via mobile media.
Leverages natural
mobile behavior.
Bluetooth recruiting
TM
Push-2-Poll
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CUSTOM RESEARCH
TM
global consumer documentaries
…bringing the consumer to life
Documentary style interviews
about the people that will drive
opportunities for brands.
A global network
embedded and fluent in
the local market.
Physical behavior and
contextual nuances.
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PUBLISHING
TM
brand planning guides
A large-format book that pulls
from primary research, as well
as from scenarioDNA’s ongoing
studies.
The atlas incorporates all aspects of
our research methodologies to
function as a tangible cross-
discipline presentation piece to all
departments managing a brand.
THE CONSUMER INSIGHTS THINK TANK

Marie Lena Tupot
Partner
marielena@scenariodna.com
(917) 364-9742