Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colors are well known from posters, brasserie carafes, and wall murals in French towns. But the brand itself had become quite dated. We applied semiotics to understand the DNA of the brand and its cultural connotations, resonance. This allowed us to be free from any influence of (current) consumer perceptions. This x-ray of the brand's DNA revealed strands of potential future positioning stories - from a natural ingredient story right through to gender-fluidity: astonishing for a brand that is over 100 years old.
Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares the key takeaways.
Automation makes it easy to ask more from our respondents without fully considering the impact on engagement. While video and voice techniques offer hope to increase insight, do these just make it more difficult to engage respondents? We examined the value exchange between respondent and researcher as mobile research pushes the boundaries of privacy. What must we give our respondents in order for them to give to us? We will learn the best way to incentivise respondents to stay engaged with a week-long diary, submit photos and answer our questions using video and voice-to-text. Can we engage our respondents with items outside the research process that might induce greater stickiness with the given task?
This presentation aims to share with the research community the way we are working in City. We believe our work liberates creative energy for different marketing purposes. Our methods are based on the principles of the very first Brazilian modern art movement (Semana de 22). We call our methodology "Mixologia Cultural" (Cultural Mixology). All of our projects result from a combination of knowledge found in different cultural fields. We would like to share it in CROSS DISCIPLINES EXTRAVAGANZA. We use "Mixologia Cultural" in qualitative projects, in order to separate the superficial deductions, to leave them aside, and to go deeper into what we call the "underground analysis", in order to reach central Insight truths. The methodology has taught us how to isolate fundamental aspects of the behaviour.
Positive affect has been shown to increase creativity and problem-solving (Isen et al, 1987) and interventions developed from positive psychology, the scientific study of well-being, have been shown to increase engagement, verbal fluidity and creativity in clinical and nonclinical populations (Frederickson, 2004, 2008). In this new study, the author demonstrates how using positive interventions at the beginning, during and at the end of focus groups and individual depth interviews increases engagement and creativity for research respondents, netting deeper and richer insights for innovation and foundational research. Additionally, this approach drives engagement and enjoyment of the research process for both respondents and backroom observers and creates high-caliber experiences for all.
Collaborating with external experts, particularly designers, in order to attract and develop new skills, opportunities and solutions for delivering insight in more visual and more creative ways is advocated in this presentation. Our industry is changing rapidly and with economic pressures, the growth of digital media and an information explosion, clients are demanding that we deliver more, deliver better and deliver quicker. The presentation demonstrates how developing new relationships, identifying existing talents and nurturing new ones, has helped to deliver more creative and more visual approaches to reporting and make sure that what we deliver to our clients is impactful, meaningful and compelling.