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Understand customer experiences through the eyes of the consumer

Understand customer experiences through the eyes of the consumer

Gather visitor reactions to new stores, restaurants, drive- thrus and more. Observe the visitor experience and capture opinions, pain points and areas of delight to refine the overall experience.

How the process works

    • Work with our Research Managers to design testing protocol for customer experiences
    • Use mindswarms remote video capture to gather participant responses to their experiences
    • Conduct inquiries to fully understand user expectations and the cognitive models they associate to the product or environment experience
    • Capture the product/environments context and the artifacts and elements influencing the user experience

Methods used

    • User narrated walkthroughs of physical product usage and environment visits
    • Ergonomic audits of product and environment features
    • Contextual tours of related elements influencing the experience
    • Comparison of the ideal experience to the actual one

Timing and cost

    • Customer Experience Projects can take from 7-14 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 (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)
    • Additional incentives may be required if lengthy trips to retail are required.

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
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See visceral and emotional reactions first-hand as customers unbox product

OUT OF BOX EXPERIENCE

See visceral and emotional reactions first-hand as customers unbox product

If you’re unsure what the out of box experience is like for consumers, watch and learn as they open product packaging and provide unvarnished reactions to the process.

How the process works

    • Identify product(s) to investigate in the study
    • Work with our Research Managers to develop a research protocol to explore how to best capture out of box consumer reactions
    • Recruit key audience segments (e.g. Loyalists, Casuals, Lapsed)
    • Use mindswarms remote video capture to have participants provide insight on the unboxing experience, including perceptions of messaging, packaging materials, first sight of the product, and product use

Methods used

    • Brand blind: in some cases, new product concepts are shipped without any branding to gauge reactions absent of any brand influence
    • Pre wave: in some cases, we recommend a pre wave of perception gathering prior to having product shipped to customers’ homes
    • Product use and preparation: we have shipped food products and had consumers prepare and eat product on video. We have shipped make-up to women, and had them apply it and take it off, while recording their reactions
    • Packaging parallels: we have had consumers show examples of other packaging they either like or dislike to learn from other types of packaging consumers relate to

Timing and cost

    • Out-of-box experience projects can take from one to four 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 (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
    • 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

Find unmet needs along the customer journey

UNMET NEEDS

Find unmet needs along the customer journey

Identify, understand and catalog the unmet needs of your current customers along their customer journey to inform existing product and service improvements.

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

How the process works

    • 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
    • Identify pain points and frustrations (ideally with a Show + Tell type demonstration)

Timing and cost

    • Unmet need finding can take from 2 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
    • 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
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Early stage prototype analysis

PRODUCT CONCEPT TEST

Early stage prototype analysis

Develop products with the right features. Test early stage prototypes and successive iterations to identify the features that will ensure market success.

How the process works

    • Identify prototypes and prepare physical prototype for participant delivery or digital prototypes for upload for participant feedback
    • Work with our Research Managers design the testing protocol and possibly assemble a participant panel to test multiple prototype iterations over time
    • Use mindswarms remote video capture to gather reactions reactions to prototypes
    • Use inquiry methods to delve deeper into user expectations, needs and desires.
    • Capture the product’s intended context of use, environments and artifacts that influence user experience

Methods used

    • Prototype testing kits and instructions
    • Cognitive usage walkthrough with physical and digital prototypes
    • Ergonomic and cognitive analysis of features
    • Context of use tours
    • Asynchronous remote interviews to gain a deeper understanding of product expectations, desired and unnecessary features

Timing and cost

    • Product Concept Test can take from 7-14 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 (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

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

Physical environment and product user testing

PHYSICAL ENVIRONMENT AND PRODUCT USER TESTING

Physical environment and product user testing

Gather visitor reactions to new displays and environments. Observe the visitor experience and capture opinions, pain points and areas of delight to refine retail environments, displays and services.

How the process works

    • Work with our Research Managers to design testing protocol for physical products or environments
    • Deliver physical products kits or instruct participants to visit the location of the environment to be tested
    • Use mindswarms remote video capture to gather participant responses to their experience using products or visiting environments
    • Conduct inquiries to fully understand user expectations and the cognitive models they associate to the product and environment experience
    • Capture the product/environments context and the artifacts and elements influencing the user experience

Methods used

    • Product and environment experience trial kits and instructions
    • User narrated walkthroughs of physical product usage and environment visits
    • Ergonomic audits of product and environment features
    • Contextual tours of related elements influencing the experience

Timing and cost

    • Product Concept Test can take from 7-14 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 (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

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
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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
Posted on

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
Posted on

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
Posted on

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