Posts tagged Brandtrust
The State of Marketing Research Innovation

What You Missed at IIEX 2018 – 3 Takeaways Walking the floor at the Insights Innovation Exchange (IIEX) for a day and a half with our new CEO, Andy Greenawalt, we spoke to several friends, client and supplier side partners, and ducked into quite a few exciting startup sessions.

Three things struck me this year:

-Insights Technology is Finally Getting More Innovative. By that I mean there are no longer just the slight immaterial modifications to existing ways of doing things, but actual innovation that has disruptive implications (passive monitoring, blockchain, image recognition, more intelligent automation…).

As expected most of this innovation is coming from startups, many of which, while they have interesting ideas, have little to no experience in marketing research - and have yet to prove their use cases.

-A Few Marketing Research Suppliers are picking up their consulting game. Surprisingly perhaps, in this area it seems that change is coming from the Qualitative side. For a while qualitative looked like a race to the bottom in terms of price, even more so than what was happening in Quantitative Research. But there are now a handful of Image/Brand/Ideation ‘Agencies’ whose primary methodologies are qualitative who are leading the way to a higher value proposition. There are a couple, but I will mention two I’ve been most impressed with specifically, Brandtrust and Shapiro+Raj, Bravo!

-The Opportunity. I think the larger opportunity if there is one, lies in the ability of the traditional players to partner with and help prove the use cases of some of these newer startup technologies. Incorporating them into consulting processes with higher end value propositions, similar to what the qualitative agencies I noted above have done.

This seems to be both an opportunity and a real challenge. Can Old help New, and New help Old? It may be more likely that the end clients, especially those that are more open to DIY processes will be the ones that select and prove the use cases of these new technologies offered by the next generation of startups, and therefore benefit the most.

While this too is good, I fear that by leaving some of the traditional companies behind we will lose some institutional thinking and sound methodology along the way.

Either way, I’m more optimistic on new Marketing Research Tech than I’ve ever been.

Keep in mind though, Innovation in Marketing Research should be about more than just speed and lower cost (automation). It should be even more about doing things better, giving the companies and clients we work for an information advantage!

@TomHCAnderson

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

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.