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Get visceral and authentic reactions to new ad concepts

CONCEPT TESTING

Get visceral and authentic reactions to new ad concepts

Evaluate resonance, relevance and overall impressions of new concepts, platforms, messages, headlines, and taglines.

How the process works

    • Identify concepts, segments and prepare testing materials (e.g. existing campaign, platform, characters, music etc) for participant feedback
    • Work with our Research Managers to design concept testing protocol per segment
    • Use mindswarms remote video capture to gather participant reactions to concept desirability and willingness to pay across segments
    • Use additional inquiry methods to delve deeper into relevant unmet needs surrounding concepts
    • Invite participant to brainstorm ideas (explain or sketch) new or improved concepts

Methods used

    • Concept review and desirability feedback
    • Concept sorting from most to least desired
    • Feature set and content category sorting and prioritization
    • Willingness to pay inquiry to identify perceived concept value
    • Participatory brainstorming to surface concept improvements and new concepts

Timing and cost

    • Concept Testing studies can take from 1 to 5 days or more to complete, depending on study complexity
    • Typical projects involve 15+participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

Examples

A leading telco launched a new campaign platform, and was curious to understand (a) how the campaign resonated in the real world and (b) what could be done to it to extend its shelf life in the most meaningful ways to consumers. 30 consumers from across the country completed studies that linked them to the campaigns so they could provide their personal and genuine reactions to the platform, the individual ads, as well as the advertising elements (music, tone, characters and more).

The net result was that the client learned the platform was indeed resonant, but there were disconnects when the platform connected to generic product offerings they could obtain from competitors

By Tom Bassett
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Gather insightful research videos, fast, to win new business

THE PITCH

Gather insightful research videos, fast, to win new business

Rapidly gather compelling customer research videos for new business pitches that demonstrate insight and empathy for a client’s market, brand or product.

How the process works

    • Identify areas of inquiry for rapid exploration with our Project Management and Research teams
    • Work with our Research Managers to develop a fast turnaround study to surface relevant consumer values, perceptions, and behaviors
    • Use mindswarms remote video capture to gather perceptions to areas of inquiry
    • Capture emotions and reactions to new and/or existing consumer-facing materials
    • Conduct a broad inquiry to demonstrate the similarities and differences across markets
    • Collaborate with our analysts and video editors to bring insights to life

Timing and cost

    • Insights for new business pitches take from 1 to 5 days (or more) to complete, depending on study complexity
    • Typical projects involve 10+ participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

Deliverable Example: 10 participants each answer 10 questions using the video on their smartphone or laptop. That produces 100 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human pass to capture important emotional, attitudinal or cultural nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

Examples

Mindswarms has helped global agency networks to independent creative boutiques successfully pitch major national and global brands, as well as smaller, niche products. mindswarms has been used to get the conversations started in early chemistry-check meetings, inform and inspire creative briefings, develop and test creative and strategy materials, and help lead audience segmentation strategies

By Tom Bassett
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Uncover core brand perceptions

BRAND PERCEPTIONS

Uncover core brand perceptions

Gain insight into consumer brand perceptions to inform brand (re)positioning and increase brand valuation efforts.

How the process works

    • Identify market segments and relevant brand values to involve in the study
    • Work with our Research Managers to develop a research protocol to explore brand perceptions and relevant values across segments
    • Recruit participant segments (e.g. Loyalists, Occasionals, Lapsed)
    • Use mindswarms remote video capture to engage participants with brand visuals and concrete branded interactions that inspire in-depth and thoughtful responses
    • Optional: Synthesize findings into Brand Perceptions report
    • Optional: Edit a 90-120 second highlight reel of relevant clips

Methods used

    • Brand perceptions and values mapping by segment
    • Diary studies to capture participant encounters with brands and relevant values Value card sorting
    • Gather reflections and perception of the brand through asynchronous interviews
    • Brand gap mapping to perception and values map

Timing and cost

    • Brand Perceptions studies can take from 3-5 days or more to complete, depending on study complexity
    • Typical projects involve 20-30 participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

Deliverable Example: 25 participants each answer 10 questions using the video on their smartphone or laptop. That produces 250 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human pass to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences. Accompanying report starting at $15,000

Examples

A leading home furnishings brand was looking to understand perceptions of its core brand values. One of the primary exercises we had Loyalists do was to write a love letter to the brand, and read it on camera. By having consumers write down their thoughts and read them, their deep-seated perceptions of the brand surfaced clearly, ultimately leading to an updated positioning strategy and ad campaign that helped them drive record sales and brand awareness

By Tom Bassett
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Help determine how – or if – to extend an existing ad campaign

CAMPAIGN EXTENSION

Help determine how - or if - to extend an existing ad campaign

Understand the core advertising equities, assets and characteristics of a current ad campaign in order to learn how best to evolve it.

How the process works

    • Identify concepts, segments and prepare testing materials (e.g. existing campaign, platform, characters, music etc) for participant feedback
    • Work with our Research Managers to design concept testing protocol per segment
    • Use mindswarms remote video capture to gather participant reactions to concept desirability and willingness to pay across segments

Methods used

    • Campaign messaging clarity and resonance check
    • Campaign element evaluation
    • Character likeability and relevance assessment
    • Spot by spot breakdown of elements: personality, tone, music, tempo
    • Future campaign ideation

Timing and cost

    • Campaign Extension studies can take from 3 to 5 days or more to complete depending on study complexity
    • Typical projects last 3 days and involves 15+participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

By Tom Bassett
Posted on

Get visceral and unvarnished reactions to messaging

MESSAGE TESTING

Get visceral and unvarnished reactions to messaging

Test the relevance and resonance of your company’s messaging: advertising, website, packaging and more.

How the process works

    • Identify messaging concepts and prepare testing materials for participant feedback
    • Work with our Research Managers to design concept testing protocol per segment
    • Use mindswarms remote video capture to gather participant reactions to messaging relevance and resonance

Methods used

    • Messaging review and desirability feedback
    • Messaging sorting from most to least desired
    • Key takeaways
    • Audience similarities and differences by segment

Timing and cost

    • Messaging Testing can take from 1 to 5 days or more to complete depending on study complexity
    • Typical projects last 3 days and involve 15+participants\
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

By Tom Bassett
Posted on

Identify core equities of current advertising

ADVERTISING EQUITY

Identify core equities of current advertising

Understand consumer perceptions of the core advertising equities of your brand: platform, key messages, relevance/differentiation, and characteristics including music, visuals, featured characters, tone/personality and more.

How the process works

    • Identify key campaign assets to involve in the study
    • Work with our Research Managers to develop a research protocol to explore advertising equities and relevant campaign elements to test
    • Recruit key segments (usually excluding brand rejectors)
    • Use mindswarms remote video capture to link participants to campaign elements including the platform, headlines, tag line, priority messages as well as individual elements (e.g. music, characters, tone/personality)
    • Synthesize findings into an Ad Equities report

Methods used

    • Unaided reactions to campaign platform
    • Messaging hierarchy understanding
    • Key messaging take-away
    • Emotional associations and reactions
    • Brand impact assessment

Timing and cost

    • Advertising Equity projects can take from one to two weeks or more to complete, depending on study complexity
    • Typical projects involve 20-30 participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

25 participants each answer 10 questions using the video on their smartphone or laptop. That produces 250 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human pass to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

By Tom Bassett
Posted on

Supercharge your creative brief with consumer insight

CREATIVE BRIEF

Supercharge your creative brief with consumer insight

Bring inspiration to your creative brief with video-based insights to energize and focus your creative teams.

How the process works

    • Identify key topics to investigate in the study
    • Work with our Research Managers to develop a research protocol to explore consumers’ points of view on key topics
    • Recruit audience segments (e.g. Loyalists, Casuals, Lapsed)
    • Use mindswarms remote video capture to have participants provide insight on their perceptions of brands, their views on culture, their reactions to existing comms assets and more

Methods used

Exploration of consumer perceptions of:

    • The cultural landscape
    • The category the brand/product operates in
    • Product landscape (positioning, features, uniqueness)
    • Advertising landscape (likes/dislikes, emotion, USP) • Your brand (awareness, associations, preference, purchase)

Timing and cost

    • Creative Brief projects can take from one to two weeks or more to complete, depending on study complexity
    • Typical projects involve 15-30 participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

Example: 20 participants each answer 10 questions using the video on their smartphone or laptop. That produces 200 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences.

By Tom Bassett
Posted on

Create highly unique audience segments

AUDIENCE SEGMENTATION/DEEP DIVE

Create highly unique audience segments

Identify key behavioral or attitudinal differences amongst audiences to develop a segmentation strategy (or drill down on one specific segment).

How the process works

    • Identify the target audience to research
    • Work with our Research Managers to develop a research protocol that fleshes out how to bracket potential differences amongst segments
    • Use mindswarms remote video capture to have participants provide insight on their perceptions, attitudes, behaviors, brand relationships, product use and even media habits to help highlight how they are different from other segments

Methods used

    • Polarizing questions to encourage respondents to exaggerate differences
    • Self-identify by different attributes
    • Prompt them with links to statements (sometimes identified through quant research) that they can agree or disagree with
    • Self-reported consumption and possible validation by showing products or brands

Timing and cost

    • Audience Segmentation projects can take from one to two weeks or more to complete, depending on study complexity
    • Typical projects involve 15-30 participants.
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

Example: 20 participants each answer 10 questions using the video on their smartphone or laptop. That produces 200 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences.

By Tom Bassett
Posted on

Watch consumers weigh in via video at critical points on their journeys

Journey Mapping

Watch consumers weigh in via video at critical points on their journeys

Have consumers show you their journey through a decision, product use or consumption journey.

How the process works

    • Identify the journey to investigate in the study
    • Work with our Research Managers to develop a research protocol to explore different points along the journey continuum
    • Recruit key audience segments (e.g. Loyalists, Casuals, Lapsed)
    • Use mindswarms remote video capture to have participants provide insight on their journey, touching on rational or emotional touchpoints

Methods used

    • Before, During and After check-ins
    • Physical environmental reporting (e.g. drive thru menu ordering experience, in store signage perceptions)
    • Diaries (e.g. report on the changing relationship with music having a smart speaker in the home)
    • Micro moments (e.g. have consumers report when a key event occurs, like in our work with Think with Google)
    • Compare the ideal journey to the actual

Timing and cost

    • Customer Journey need finding can take from 1 to 3 weeks or more to complete depending on study complexity.
    • Typical projects last 2-3 weeks and involve 20 or more participants.
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets (additional incentives may be required if travel or retail visits are required)
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

Example: 20 participants each answer 10 questions using the video on their smartphone or laptop. That produces 200 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences.

By Ray Mina
By Tom Bassett