DigiViduals are robotic avatars programmed to represent types of people on social media. Through mass web ethnography, they build rich profiles of individuals to generate insights. The document introduces Nicole, a 38-year-old jewelry designer from London, whose profile reveals interests in design, crafts, and urban life. Insights from Nicole led to an idea for creative apology or greeting candy. DigiViduals provide both qualitative understanding and quantitative social media usage data to inform new product ideas.

1. DigiViduals™ - Robot Avatars
The ASC 30th September 2010
Will Goodhand
Juicy Evangelist, BrainJuicer
1
Month Yr

2. Unreliable witnesses…
2
October 10Month Yr

3. Just ask the pollsters…..
X 596
Polls
¾
(1988 - 2000)
3
October 10Month Yr

4. Social animals…
4
October 10Month Yr

5. 5
October 10Month Yr

6. A New Way of Looking…
6
October 10Month Yr

7. We Research
7
October 10Month Yr

8. We Research
8
October 10Month Yr

9. Definition of a great insight… 2 sides of the same ‘coin’
If your insight has …it will have a significant
Resonance and Edge… impact on the business.
9

10. The oldest wisdom….
10
October 10Month Yr

11. …in the newest of forms
11
October 10Month Yr

12. Much more than tweets the eye….
12
October 10Month Yr

13. introducing DigiViduals™…
In very basic terms DigiViduals™ are robotic researchers programmed
to represent a particular type of person
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.
DigiViduals™ are designed as a person on Twitter:
– Scan for tweets that match their key words, characteristics and emotions
– Collect the relevant tweets, blogs, images, video from those people
– Build a rich and insightful picture of character’s life
– From which we can generate understanding, insights & new product
ideas
13
October 10Month Yr

14. Like casting a movie…
14
October 10Month Yr

15. Meet Nicole
Nicole
n
15
(*) In addition to Nicole we have created 9 other characters, Nicole is an example
October 10Month Yr

16. The most human ‘dashboard’ you’ll ever see…
Nicole
Savage Tribes
Decorative
Aromatherapy
Candles
n
16
October 10Month Yr

17. ….and Nicole’s Lifeboard…
Cute, domestic Coffee, chocolate
Village life
Sociable, romantic
Mythical, labyrinthine
adventures
Social conscience
Delicate, colourful,
quirky, intricate
Nicole
Edgy, Gothic, dark
17
October 10Month Yr

18. 18
October 10Month Yr

19. Implications…
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 and
Insight generosity.
“There are times in my life when I need to say sorry or cheer up a
friend and or be coquettish or just plain silly. Wouldn't it be great to
express my sentiments creatively in candy”.
Theme Creative Kitsch
Idea to Illustrate
Cuties are large, wrapped, flat, sweets [Cute dog with curly coat and a bald patch
saying "Bad hair day repair". Cute dog with eyes lowered looking sorry saying "Sorry,
I'm a bad hound :-(" Cute dog with long lashes saying "Down boy!".
19
October 10Month Yr

20. Quant to back the Qual….
20
October 10Month Yr

21. …current usage
21
October 10Month Yr

22. And finally….
22
Month Yr

23. Choose your twit....er
23
October 10Month Yr

24. Romanced Diva
Wants to be liked
Fun / energy
Conceptual
thinker
Dreams of
Overcome difference
/ hardwork
24
October 10Month Yr

25. Angelic Cloggs
Optimistic
Sense of
urgency / time
has come
Defiant
Questioning
Keen to learn of authority
25
October 10Month Yr

26. Grr. No. Now. Bod
Vulnerability
Steely Exterior / Sadness
Frustration
Scared of Need to
death please
26
October 10Month Yr

27. More info? info@brainjuicer.com
Will Goodhand
Juicy Evangelist
will.goodhand@brainjuicer.com
+44 7980 673 186
www.brainjuicer.com
27
March 2010
October 10