In this paper, we will seek to outline:- The specific problem facing us in Japan;- Why it was important to adopt a new method to derive answers;- The results of our research and what new insights we garnered;- How we went about maximizing the impact of our insights;- The bottom-line impact to Japanese business.
How to build age-less marketing campaigns that are relevant to the consumers? Revealing the impact of 'motivations' on sales in the brand echoverse using linguistic inquiry and machine learning.
Brand purpose marketing seems to be the Marmite of ad land in 2019. Regardless of whether you love it or hate it, we've uncovered 10 learnings on Brand Purpose based in research.
This work outlines how Macmillan and Listen & Learn Research used social data to learn how to help people who have just been told they have cancer. Working with Listen & Learn, Macmillan used a social insights approach to finding, appreciating and understanding what it is like to receive a diagnosis. They explored what happens, how people feel, where they go for help, what they needed and ultimately, how Macmillan could help. In this paper, we will discuss how, together, we made this work. From getting a new method approved post-GDPR and gaining internal support, to how this approach to social data was able to unlock previously hidden aspects of life with cancer. Then the results: how Macmillan was able to make changes to service design, communications, and resourcing while feeding into their longer-term strategy.
Course5's approach proposes to complement traditional ad-testing and provide insights support to the brand marketer through a simple online tool which uses AI to mine past data and pre-evaluate new creatives. The paper talks about how we can use AI to help address these business questions. It specifically demonstrates the use case of optimizing a creative by providing inputs to help improve its chances of success. This is done with insights related to branding, using Intel's 'past research data' and computer vision/audition algorithms and machine learning technologies in the Course5 Research Suite.
When can a brand benefit from laughter and is it possible to research a joke? Through a combination of consumer investigation and semiotic decoding, we were able to arrive at a framework that we believe will help brands navigate this complex space. While humor is very culture and space-specific, we believe this approach will help researchers and brand custodians know when to use it, as well as other emotional devices for their brand's storytelling.
How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse reports in Brazil.
How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse reports in Brazil.
How do you face product and marketing challenges as a team? How can you be relevant to UX designers and a social media team using the same research methodology? Instead of fighting for territory, both teams decided to work together, and that changed a lot.
This research seeks to create and validate a new approach for brands to develop a fusion based approach aiming at more meaningful and differentiated digital communication strategies. This methodology focuses on enabling marketers to contextualize the online data and derive digital campaigns for brands that have consumers at their heart.