in context observation
Through ethnographic research we were able to identify the moment that truly mattered in sports betting for kwiff.
This enabled us to compete against the category on a quarter of the spend.
The ethnographic observations have led to a reduction in cost per acquisitions of 70%, and achieve a CPA 20% below the industry average.
free won’t rather than free will
Free won’t: we give in to the visceral impulses that drive us or choose to apply the brakes of rational restraint.
Douglas van Praet coined the phrase building on evolutionary psychology.
By applying a sequence of rational messaging to their packaging, Rustlers have been able to increase their impulse purchase frequency, helping to maintain their position as UK’s No. 1 micro-snacking brand.
Layering insights and exploring data at scale
For Legion we identified four research approaches to gain a better understanding of the gaming community.
We analysed 64,452 search queries, we crawled thousands of opinions and topics on social media, we carried out discourse analysis on the conversations identifying the personality profiles of gamers and ranked the emotional intensity of these against Robert Plutchik’s eight primary emotions.
The insights resulted in a radical shift in our thinking, changing the direction of the targeting and the creative direction.
Our insights and new focus resulted in a revenue ROI of 48:1 and led to a boost in social reactions which reached 57% above target.
Personalities of people not business classification
Slack users can’t be defined by company size, industry classification or job title.
By using discourse analysis working with IBM Watson, we redefine the Slack users based on their actual personality traits: Openness, Adventurousness and Collaboration.
The targeting of Personalities helped increase brand awareness by 9%.
Book ending the creative process
To support Lebara in the development of a new creative look and feel, we worked closely with the creative agency Unlimited to understand audience personalities and their emotional connections.
These behavioural insights inspired a radical shift in the creative direction.
We then used Implicit Association Testing across various ethnic groups to test consumers' associations with the new creative concepts against the previous. This enabled us to explore the unconscious influences that often underpin our motivations to engage with something.
The new concepts had a 100% positive preference, 90% of those were strong preferences.
The mechanics of memory
In order to get people to remember the 105 Power Cut emergency number, we used Behavioural Science to understand how people memorise things.
This placed both the Semantic memory (a structured record of facts) and Episodic memory (our memory of experiences) at the heart of our media approach.
The first test surpassed expectations and increased number recall by 15 percentage points. The strategy has been running for three years now, and remains a very effective way to migrate short term memories to long term recollections.
if any of these problems or challenges sound familiar, or if you just would like to know more about how our understanding could help you then please do get in touch.