curiosity insightstream introduction
TRANSCRIPT
BeyondtheMachine
InsightStream’s approach to Social Media Research
221 East Fourth St. Suite 2300
www.curiosityinsightstream.com
IntroductionThere is no algorithm that can find deep human insights. It take a human to do that.
At Curiosity InsightStream we rely on machines to do what they well; finding, sorting and grouping. And we rely on humans to do what they do well; identify pattern, see themes and recognized deep human insights.
3
An Essential Truth
If consumers are always talking, shouldn’t we always be listening?
Brand Mentions
4
Conversation Discovery
The common approach to using social media is to look for brand mentions. And while that has some value its like a dog hearing her name but not understanding the real conversation.
We seek to go deeper into the life of the consumers. We seek to understand the human context, the emotions and the meaning.
Perfect for line extensions,
brand protection, monitoring digital
campaigns
Perfect for Break Thru, White Space
Ideation
Brand Mentions
Consumer Conversations
5
By focusing only on brand mentions
the vast majority of the consumer
conversation goes unheard.
Conversation Discovery
6
Verbal and Visual Ethnography
The social media conversation presentsconsumers in their life, unfiltered and often
uninfluenced.
Leading to a virtual ethnography available 7
days a week, 24 hours a day.
InsightStream’s Use
!!!!!!!!
Communication: Advertising Messaging
!!!!!!!!
Innovation: Inspiration
Ideation Need Identification
InsightStream’s approach can be usedto shape marketing communication by
creating inspirational Insight Starters to share with those creating communication.
The results of an InsightStream study can be part of understanding unmet needs, consumer desires or frustrations with
existing product solutions.
7
The InsightStream® Process
8
Category/ Brand
Category Echoes Life Echoes Insight
StartersSticky
Insights
Standard tools such as Sysomos or Netbase is used to do keyword and natural language searches. The searches include relevant brand and/or category keywords.
The machine (Sysomos) spits out directly connected to the initial search terms. This is as far as most brand reviews go. However, this is just the doorway to deeper, emotional, echoes.
1 2 3 4 5
The consultant evaluates the results of the second iteration of searches looking for rich areas of emotion, meaning, motivation and barriers.
The consultant writes a short description that puts the Themes into a Human context and brings to life the most valuable themes.
The consultant then writes a single, memorable phrase that captures the essence of the insight while keeping it in the Human Context.
9
Case Study
The Challenge
10
Hasbro was looking to expand their market. Hard to do when you already have the vast majority of your key target, young boys.
Example Posts
11
12
Example Posts
The appearance in Flickr of “bad ass” images, revealing girls ready for Nerf battle indicated an audience was open to communication or innovation of a new product for them.
Social Echo Map
Bow and
Arrow
Ready for Battle
Nerf Blaster
as Gun
IntenseTeams
Achievement
Girl Power
Guilty for Wrong
Body
“Man up”
Sporty as Fashion Confidence
Gift Requests
Bow & Arrow
Hunger Games
Desire to Play
Category Echoes
Life Echoes
13
War GamesEmpower- ment
Ubiquity Awareness
At Concerts
Popular Story
Modeling
Peeta
At Parties
At School
Friends
Nerf in Public
Nerf Blaster
as Gun
The Challenge
14
On March 23rd, 2012 The Hunger Games
Movie opened.
The review of the social conversation indicated a
connection to game play and The Hunger Games fandom.
15
Nerfin’ Girlz
Nerfin’ Girlz
Category Life Echoes
Category Echo
Insight Starter
Co-Ed Play
Nerf Blasters
Girl Power
Ready for Battle
Popular Story
Modeling
Hunger Games
Modern youth novels and the resulting in girls looking for confidence and!power. They’ve found role models and now seek to make those a part of their lives.
1 2
3 4
16
Insight Starter Nerfin’ Girlz are more than girls playing
with a toy. Nerfin’ Girlz are about power, confidence and self-sufficiency. These girls
have read or watched stories like The Hunger Games, Divergence and The Golden Compass. They’ve grown up watching their brothers and friends pattern their play after their heroes
and now its their turn. These girls are ready for life’s battles and their looking
for someone to arm them.
Nerfin’ Girlz
Insight Implicaitons
Communication: By using the language
(both literal and visual) of Hunger Games a connection
with girls could be established.
Innovation: By connecting a product (i.e.
bow and arrow) with the tone and context of Hunger Games
a market (Nerfin’ Girlz) could be grown.
Nerfin’ Girlz
17
And then…
18
In March, 2013, Hasbro launched the Nerf Rebelle line of Nerf blasters including a Hunger Games inspired bow and
arrow, called the Heartbreaker.
https://www.youtube.com/watch?v=LmB_S1F96nYView video at:
InsightStream…
19
Leverages emerging technology to gain deep, global insights?
Drives down the cost of research by approaching it in a smarter way?
Anticipates consumers behavior by offering actionable human insights.