Brandtrust Uses OdinText to Quantify Qual at Scale and Unearth Dormant Brand Equities

Tom H. C. Anderson
October 31st, 2017

Editor’s note: Today’s post was contributed by Brandtrust, an OdinText client, as part of a new ongoing series from our users. We felt Brandtrust was an outstanding candidate for a use case because they already have a set of sophisticated, proprietary methodologies, which were made even more valuable by easily incorporating the OdinText platform.

Case Study: Realizing the Untapped Potential of Stories

A long-time client asked us to help determine the equity of an overlooked legacy sub-brand, as they were interested in how that sub-brand relates to the parent brand, both from the perspective of legacy sub-brand consumers and younger prospective consumers. They wondered if there was untapped potential in this neglected property.

Utilizing our Narrative Inquiry approach — text analytics with a unique take on unearthing human truth — Brandtrust asked legacy and prospective consumers to share their memories and experiences with the sub-brand and parent brand via an open-ended survey tool. We exposed prospective customers, who by definition lack experience with the sub-brand, to representative sub-brand stimulus, and then had them reflect on their exposure experience.

By tapping into stories around actual experiences, our team was able to elicit language around the relationships consumers had or have with the brand and sub-brand. Utilizing OdinText to analyze the unstructured data (a.k.a. stories) we received, we looked for narrative and emotional patterns across and between the legacy and prospective consumers.

Dormant Brand Equities at the Intersection

Our client’s operating hypothesis was that the perceptions and emotions of the two targets would vary dramatically.  As it turned out, legacy consumers did express more nostalgia with the sub-brand and recalled their past experiences with it fondly, associating the sub-brand with family connection and memorable special events. Prospective consumers, not surprisingly, expressed a greater sense of trepidation related to the unfamiliar-but-established sub-brand.

Interestingly, and most useful to our client, however, there were important areas of intersection between the two consumer groups, both in perception and experience of the sub-brand and the parent brand.

The sub-brand and parent brand elicited joyful emotions and communicated the concept of care, a key tenant of the parent brand. Additionally, the sub-brand reflections of both consumer groups contained elements of enjoyable education (think “learning is fun!”) and heartwarming interactions — equities that were well aligned with recent parent brand initiatives.

All in all, the client was pleased with the outcome and benefited greatly from the knowledge obtained: their quest to determine next steps in this endeavor were finally realized.

Methodological Review

The development and execution of this branch of methods at Brandtrust could have been daunting, but with OdinText at our fingertips, it was far less manual and labor-intensive than it would have been in the days of building code frames, buckets, and nets.  And yet, there is still a great deal of merit in the means by which text analysis was initially derived.

At this point in technological advancement machines cannot, and likely never fully will, replace humans; which is why Brandtrust employs a distinctive approach called Lateral Pattern Analysis — with parallel machine and human analysis, and a combined synthesis between the two, to determine the final outcome of our Narrative Inquiry studies.

Narrative Inquiry questionnaires are built on Brandtrust’s key research pillars, including grounded theory, phased dialogue, behavioral framing, narrative pattern identification, and priming reduction. Reliance on these key elements ensures that our Narrative Inquiry respondents — through a process of recall and reflection — can share with us the rational and emotional makeup of their perceptions and behaviors.

OdinText’s built-in emotional framework assists our team with the “machine” side of processing a vital but squishy element of human understanding through story: Emotion. Brandtrust draws from years of experience in processing story and emotion qualitatively, and OdinText’s features have helped us extend the reach and statistical certainty of that expertise.

 

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