From ideation to visualisation Product brochure

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From ideation to
visualisation
Product brochure
innovation intelligence inspiration
How we work
SPA Future Thinking is dedicated to providing innovation, intelligence and inspiration through
research that identifies new opportunities, evaluates your markets and drives business
growth.
With combined industry experience of over 40 years and offices in the UK and Europe, SPA
Future Thinking provide genuine research expertise and understanding across a wide range
of industry sectors. Our staff have a mix of agency and client side experience, providing you
with a better understanding of your business needs; we have the confidence to deliver not
just findings but business recommendations that deliver success.
Dedicated teams across the business ensure we remain at the forefront of innovative
thinking, advanced technology and analytical expertise.
Our think tank of new ideas, approaches and products.
Methodologically there is currently an ‘explosion’ of new ideas
in the market research world and we are constantly devising
customised approaches and products. Through innovative
thinking and idea generation we deliver state of the art products.
A dedicated team specialising in collecting, integrating and
displaying data content from multiple online or offline sources.
Leading edge analytical expertise, modelling solutions and data
visualisation that delivers actionable and insightful reporting.
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Ideation
Insight
Concept
TREND SETTERS
BE-THERE™
OPPORTUNITY &
POTENTIAL
Those who actively seek
out new things to try
Capturing rich moment-oftruth experiences
Select, screen and build
on the best concept ideas
SEE-ME™
Providing a visual diary of
consumer life
REFINE & PERFECT
Develop and refine ideas
in readiness for launch
OUR THOUGHTS
Develop new ideas through
online co-creation
ECONOMAX
Sales forecasting with
integrated live data
HOW I SHOP
Understanding the path to
purchase
Innovate
Question
VOLUMAX
Volumetric sales
forecasting
Test
From ideation to visualisation
Communicate
Experience
Visualise
PLACE MAX
THEIR VOICE
THE HUB
Measuring the impact of
product placement on TV
CAMPAIGN OPTIMISER
Understand the effects
of multimedia campaigns
TV SPONSORSHIP INDEX
Optimising broadcast
sponsorship campaigns
MY-BRANDS
Track brand performance
against the best in class
SOCIAL SENSE
Social media monitoring
and measurement
ESSENTIAL EYE
Understanding your media
and technology landscape
MARKET PERFORMANCE
A real time understanding
of customer experience
LIVE VOICE
A faster, more flexible
and cost effective way to
conduct exit surveys
SHARED VOICE
Understanding and
maximising employee
potential
CANDIDATE X
Attract, engage and retain
the best talent for your
business
APPLICANT X
Engage, educate and
retain the best university
applicants
STORYTELLING
A key skill that ensures
data insights make a real
difference to our client’s
business
WEB-VISION
Online solutions to
showcase research
findings
VIDEO
Providing an opportunity to
bring research findings to
life
INFOGRAPHICS
Stimulating and engaging
visuals bringing findings to
life
Understand in-market
performance
Measure
The Hub is our social
media network, used to
generate, communicate
and share ideas across the
business and wider client
network
Understand
See
Digitally
Enabled
Trend Setters
Identifying and understanding those consumers that drive new product
launch success.
How it works: Our research has helped us to identify and understand which consumers
drive innovation success. We have created a specific segmentation to understand and
target this unique group of individuals.
By incorporating a number of key questions the Trend Setters segmentation can be
identified within any specific sector. Generally they account for around 20% of shoppers
and have four key characteristics. They actively seek out new products, are advocates,
absorb new product information and provide credibility by having bigger social networks.
Client benefit/deliverables:
• Detect new ground breaking ideas, ahead of their time
• Pull apart the concepts which have the strongest potential
• Decide on the most suitable communications strategy
• Predict sales volumes more accurately
• Understand the importance of innovation in your category
Clients include: innocent, Müller
Business verticals:
Innovate
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Digitally
Enabled
Be-There™
Our innovative mobile ethnography tool enabling us to capture rich momentof-truth experiences directly as they happen.
How it works: Be-There™ is our mobile qualitative approach, which allows us to get
closer to consumer behaviour. Participants download the Be-There™ app to their mobile
phone and complete a series of tasks, recording their actions, thoughts and motivations.
Multimedia content is created using video, photo, text and audio-notes all of which are
mapped by GPS to the exact location they were recorded. A purpose-built online platform
gives immediate access to content, allowing behaviour to be probed ‘live’. It also includes
sophisticated analysis tools to generate powerful insights from large volumes of data.
Client benefit/deliverables:
• Powerful standalone methodology that removes any researcher bias
• Un-intrusive approach that allows cost effective observation of behaviour
• Deliverables include an engaging multimedia visual landscape of your consumers
world
Clients include: Audi, BBC Radio 1Xtra, McDonald’s
Business verticals:
Question
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
See-Me ™
Our mobile ethnographic tool providing a visual diary of consumer life.
How it works: See-Me™ provides an uninterrupted and unedited visual narrative of consumers lives
by tracking where they go, what they do and what they are exposed to through a range of different
cameras, suitable to the task, be it micro HD video or fish-eye camera.
The camera’s unobtrusive nature allows consumers to carry on with their everyday activities without
interference and without the presence of an interviewer. A short film provides a visual landscape of
your consumers’ world where narrative is then recorded and overlaid onto a final video montage.
Client benefit/deliverables:
• Provides an uninterrupted and unedited visual narrative of consumer life
• Captures consumers’ everyday interactions on the go
• Powerful standalone methodology that removes any researcher bias
• Deliverables include an engaging multimedia visual landscape of your consumers’ world
Clients include: IPC Media, B&Q, Turner Media
Business verticals:
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Digitally
Enabled
Our Thoughts
A co-creation approach to digital design and NPD.
How it works: Our Thoughts is our online solution which has been developed to review
content including digital concepts, designs, images, audio and video through to fully
functioning websites.
Using an online research community running in parallel with your development schedule,
we are able to evaluate ideas and deliver consumer understanding using a range of
flexible tools covering both qualitative and quantitative approaches including; discussion
forums, surveys, polls, image annotation, blogs and ideation boards.
Client benefit/deliverables:
• A cost effective approach versus traditional research methods
• Immediate feedback and insight with the ability to view feedback online
• Flexible application enabling feedback and insight for all digital content
• Bespoke reporting solution tailored to client needs including multimedia content
Clients include: BBC, Deutsche Telecom, T-Mobile
Business verticals:
Question
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
How I Shop
Understanding the path to purchase for the consumer and shopper.
How it works: How I Shop is our bespoke shopper methodology providing a greater level of
understanding of the art of selling across the purchase journey and not just at the point of purchase.
How I Shop uses a quantified longitudinal ethnographic study to gain a deep understanding of the
mind-set and influencing factors behind specific shopper needs including, how the groups shop and
the purchase decisions they make.
After an initial online quantitative evaluation a bespoke shopper community is created. Specific tasks
are set and members are invited to take part in task activities via a mobile app. Through on-going
dialogues with the client further tasks are set to ensure all objectives are met.
Client benefit/deliverables:
• A unique way to truly understand and identify the key paths to purchase
• High levels of interest and engagement through the online community format
• Flexibility of approach by enabling tasks to evolve and develop over time
• Bespoke reporting solution tailored to client needs including a multimedia visual landscape of the
path to purchase
Clients include: GSK
Business verticals:
Retail &
Shopper
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Digitally
Enabled
Opportunity & Potential
Screen, select and build on the best concept ideas to progress to
development.
How it works: This enables you to screen and select those concept ideas with the greatest
Opportunity & Potential to progress to the next stage of development; from products and
packaging formats to price, promotions and service offerings.
Your new concept ideas can be evaluated quickly and cost-efficiently online, either at
general population level or among a more focused target group. As well as key measures
such as relevance, uniqueness and purchase intent, we can provide detailed diagnostic
information to help optimise your new product ideas and the way they are expressed,
to ensure they have the greatest possible appeal. They can be benchmarked against
our extensive database of norms, specific to the relevant product category. We can also
provide you with early indication of sales potential, and source of volume.
Client benefit/deliverables:
• Clarity on whether a concept has the potential to succeed in market
• Detail on how the concept can be improved and who the target audience should be
• Recommended price and predicted volume and value changes
• Details how the concept will cannibalise existing sales
• Understand what variants should be developed for the range and how it should be
positioned
Clients include: innocent, Premier Foods, Yell/Hibu
Business verticals:
Test
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
Refine & Perfect
Develop and refine ideas in readiness for launch.
How it works: Refine & Perfect takes the best concepts in product, packaging, price / promotion and
service, and develops them to their full potential ready for launch.
Our approach is tailored to business needs. For packaging we increasingly adopt sophisticated on-line
research techniques to effectively measure the impact of packaging, including simulated and interactive
shelf environments, 3D simulations and the ability to incorporate new functionality into pack designs.
Depending on the exact business objectives, we can test in home, online or in central locations, to
measure performance on key attributes, provide detailed optimum guidance, check performance of new
packaging, both on-shelf and in-hand, guide optimum price positioning, shape the range of attributes
to give it the broadest possible, appeal, and test different promotional strategies to measure which
would be the most effective. This can be done among current brand buyers to check for alienation, and
among current non-users to bring incremental growth.
Client benefit/deliverables:
• Understand if this offer is ready to launch
• Understand whether this new packaging/product will generate more sales than the current design
• Measure whether the new pack/product will create better standout in a competitive fixture and
communicate the new brand positioning
• Understand if the product will bring in new consumers without alienating our current consumers
• Evaluate potential improvements to service delivery
• Review sales potential using VoluMax and EconoMax our bespoke volumetric methodologies
• Understand market share movements versus the competition
Clients include: Magners, Mars, Reckitt Benckiser
Business verticals:
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Digitally
Enabled
EconoMax
Understanding the impact of marketing variables on sales.
How it works: EconoMax helps clients to increase sales and maximise profit by reviewing
the marketing mix.
We use advanced statistical modelling to understand the relationship between sales and
key factors which directly or indirectly influence business performance. Factors include
marketing/media spend and pricing through to those factors outside your control including
the economic climate, seasonality and competition.
Through analysis and modelling EconoMax will measure the impact of each variable and
enable you to adjust spend by allocating and reallocating resources as required. It will
also provide an understanding of overall business performance as well as forecasting
future performance through regular reporting and analysis.
Client benefit/deliverables:
• Bespoke reporting portal enables data to be managed and models updated over time
• Ability to model different scenarios as required
• Provide forecasting, tracking and diagnostics on all data to provide a complete
understanding of your business model
Clients include: innocent, UKTV
Business verticals:
Test
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
VoluMax
The most versatile sales prediction model for the most realistic forecasts in your
market.
How it works: VoluMax is the result of 30 years refinement and validation. It can create an accurate
sales forecast for the full range of potential launches, from refined versions of existing offerings to
brand new category creating products.
By combining research data, marketing inputs and category data, VoluMax forecasts the sales value
and volume for the first two years in-market of new products pre-launch.
Client benefit/deliverables:
• Flexible, intelligent, validated forecasting
• Rich diagnostic outputs and scenario modelling for sales optimisation
• Complete optimisation by changing media spend allocation, distribution, price, timings, ranging
Clients include: Müller, Premier Foods, innocent
Business verticals:
Auto
FMCG
Media
& Tech
Services
Public
Sector
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Digitally
Enabled
Place Max
Accurately measure the impact of product placement on TV.
How it works: Place Max is used by broadcasters and media agencies to maintain
an understanding of the effect of product placement on your brand and provides clear
guidance for future placement strategies.
Place Max uses an online test and control methodology to sample demographically
matched samples of viewers and non-viewers of a programme. It understands the fit/
congruity of product and show, evaluates the creative format/execution and assesses the
impact on the brand.
It also includes an implicit response test which shows the strength of intuitive associations
with a brand by measuring speed of response to key brand metrics and thus the full
impact of product placement on brand affinity and other key measures.
Client benefit/deliverables:
• Ability to identify the impact of product placement on key brand metrics - awareness,
image, purchase intent
• Understand the perceived fit and appropriateness of the creative format
• Identify the impact on brand, including awareness, affinity and loyalty
• Understand the impact of product placement on regular viewers of the programme
Clients include: TRESemmé & Britain’s Next Top Model, PG Tips & Deal or No Deal,
findmypast.com & Find my past
Business verticals:
Measure
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
Campaign
Optimiser
Understand the relative effects of different platforms on awareness and efficacy of
multimedia campaigns.
How it works: Multimedia plays an increasingly important role in forming and evolving brand opinion
and its identity. Campaign Optimiser enables you to fully understand the relationship between the
different elements of a multiplatform campaign on your brand.
Campaign Optimiser will measure all key platforms and their relative impact including, broadcast, radio,
out-of-home, print, mobile and online.
Using regression analysis and Shapley values it shows the contribution each platform makes to overall
campaign awareness, as well as the impact each platform has on key metrics such as brand awareness,
warmth and purchase intent.
Client benefit/deliverables:
• Ability to quantify the effect of each element of the campaign
• Measure which elements of the campaign mix are over or under-indexing comparative to spend per
platform
Clients include: B&Q, Blackberry, Harveys
Business verticals:
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Digitally
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TV Sponsorship Index
A commercially focused approach to broadcast sponsorship optimisation.
How it works: TV Sponsorship Index is a broadcast sponsorship optimisation solution
which capitalises on our expertise in researching both tactical and strategic campaigns.
Our approach is tailored to reflect specific campaign objectives, but to also include the
diagnostic measures we know are important to sponsorship cut-through and efficacy. Our
norms database includes over 600 case studies and can be cut by sponsor or programme
category as well as length of deal, ensuring we can compare a campaign to the most
relevant benchmarks.
Client benefit/deliverables:
• Clarity on where sponsorship is performing well or badly
• Which key brand measures the campaign is driving
• Whether the category and channel allow the brand to perform to maximum effect
• Detailed information on the key themes relevant to each specific campaign
Clients include: Aviva & ITV1 Drama, Spontex & Trollied, Toyota Aygo & T4
Business verticals:
Measure
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
My-Brands
Track your brand’s performance against the best in class.
How it works: Brand is not what companies produce but what consumers buy. It is more than a
product. It‘s the sum of our feelings, memories, associations and interactions to them.
Measuring emotional engagement and response to brand communications and advertising is vital.
Numerous research has demonstrated that emotions are very powerful influencers of brand choice and
desire, and that emotional ads are more memorable and persuasive.
My-Brands is a tracking solution aimed at enabling you to take smart decisions to grow your brand.
Brand and communications tracking is a journey in your brand’s success story and My-Brands provides
an innovative, collaborative and actionable tracking solution.
It involves a combination of online and mobile data collection methods, providing you with a real-time
response to your campaign or product launch.
Client benefit/deliverables:
• Evaluation of communications performance to establish how your brand is performing
• Real-time launch monitoring for campaigns or products
• Monitoring a 360 degree campaign launch via a week long journey with brands using an online app
• Interactive questioning including gamification and implicit response testing to engage respondents
Clients include: Betfair, Invesco, Nickelodeon
Business verticals:
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Digitally
Enabled
Social Sense
Allowing you to understand your customers’ social media conversations.
How it works: Social Sense helps you understand customer behaviour and changing
attitudes to remain engaged and connected with them.
Our bespoke monitoring portal will specifically help you to link your social media, customer
satisfaction and business metrics in one system. It also tracks commentary over time,
identifying leading indicators of brand sentiment.
Whether used as a standalone social media tracker or as an accompaniment to primary
research Social Sense helps you get closer to understanding your customers’ behaviour.
Client benefit/deliverables:
• Understanding early impressions of your ad campaigns
• Measurement of how opinion changes over time or in response to key events
• Understanding where your customers go online, and how you can influence their
opinions
• Links to your customer satisfaction measurement
Clients include: Transport for London
Business verticals:
Measure
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
Essential Eye
Understanding your media and technology landscape.
How it works: The Essential Eye is unique. It’s a robust, continuous study of UK adults focusing on
media, communications and technology. It provides a comprehensive single source of insight into the
way your target audience engages with and communicates through new media and technology.
It can be hard to know what your target audience is really doing with digital media; to separate fact
from fiction. While other studies measure time spent in channels and (some) devices, there’s a distinct
absence of how’s and why’s which the Essential Eye provides through an intelligent U&A survey.
The Eye identifies how and why your target audience use new media technology and how they consume
content across devices and across all key platforms.
Client benefit/deliverables:
• A single source of insight into the media communications and technology landscape
• Understanding of customers and prospects by identifying how they engage with media and
technology
• Clarity on your digital strategy by enabling you to understand and engage with your audiences
• From easy to read dashboards and slide decks, to customised data sets you have all the information
you need about your audiences at a click of a button
Clients include: Ofcom
Business verticals:
Media
& Tech
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Market Performance
Providing a deeper knowledge of your product or service through
understanding its performance in the market place.
How it works: Market Performance provides a commercial understanding of your offer
in the market place and delivers recommendations to help maximise in-market success
and service delivery.
Using a range of methodologies our consultative approach incorporates competitor
benchmarking and market understanding combined with traditional, behavioural and
advanced analytical methodologies to deliver the insight required to maximise in-market
potential.
Client benefit/deliverables:
• Identify key improvements for maximising the potential of your product, packaging
formats, price points /promotional offers as well as services
• Understand consumer appeal and how well your product or service is performing
against the competition
• Evaluate likes/dislikes including purchase intent/behaviour and service satisfaction
• Review sales potential using VoluMax and EconoMax our bespoke volumetric
methodologies
Clients include: Britvic, Premier Foods, Müller
Business verticals:
Measure
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Their Voice
A real time understanding of customer experience to drive engagement.
How it works: Their Voice enables clients to deliver a greater customer experience, to
maximise customer loyalty and improve business performance.
We have incorporated all key metrics across the Voice of the Customer touch points.
Our five stage programme focuses on data capture, data processing, data reporting,
escalation, insight and action.
Findings are delivered via a bespoke online reportal with set client agreed KPI’s. Our
analytics team provides statistical analysis, forecasting/extrapolation, predictive modelling
and optimisation to ensure that we help you understand the role and importance of each
customer contact-point in driving customer retention and satisfaction.
Client benefit/deliverables:
• Customer feedback utilising a range of sources and interpretation techniques to
understand key drivers of satisfaction
• A real-time understanding of customer perspectives at each stage of their experience
• Trackable metrics across touch points, flagging issues within a set time frame
• A framework for dissemination of results, allowing you to identify and resolve issues
• A programmes based on statistical models that drive profit growth
Clients include: Dixons Retail, Mercedes-Benz, Sky
Business verticals:
Understand
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
Live Voice
A faster, more flexible and cost effective way to conduct face to face surveys.
How it works: Live Voice is our technology driven solution for conducting face to face surveys. It uses
web enabled Android Smartphones or tablets to conduct exit interviews for real time survey results.
A respondent is taken through an electronic survey by one of our interviewers using a touchscreen
Smartphone. We use O2 and EE, the strongest 3G networks, to maximise the coverage available
in stores. Where a 3G connection cannot be found (<5%) data is collected by a bespoke app and
automatically transferred as soon as the handset receives network coverage.
Client benefit/deliverables:
• Immediacy of data through real-time delivery
• Air of modernity and flexibility it delivers the client
• Can increase customer perceptions of staff by up to 10%
• Provides the potential to significantly improve customer satisfaction
• Has the ability to drive sales by up to 20%
• All the while ensuring sales, margins and operating profits are maintained
Clients include: Dixons Retail
Business verticals:
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Digitally
Enabled
Shared Voice
Ensuring you have engaged employees and loyal customers.
How it works: Shared Voice is our bespoke employee satisfaction programme aimed at
understanding employee engagement to drive business results.
Our engagement surveys collect data in online, CATI or postal questionnaire formats.
Data is then uploaded to auto generate online reports. Notifications are then sent to key
stakeholders informing them when reports are available and users can access data.
Teams then have instant access to data which is generated against set KPI’s. With results
split out by location or department, performance can be measured and analysis can
identify areas for improvement based on benchmarking and loyalty.
Client benefit/deliverables:
• Bespoke real-time web reporting solution created by our Research Technologies team
• In-depth insight provided to drive business results
• Hierarchical access for security and ease of data sharing
• Ability to view dynamically generated data quickly and easily
• Ability to cut and analyse data as you need it
Clients include: G4S, Yell
Business verticals:
Understand
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
Candidate X
Helping you secure top talent by evaluating the candidate experience throughout your
recruitment process.
How it works: Attracting and retaining the right calibre of staff is the goal of any forward thinking
business, but to do this requires an understanding of how such candidates view your organisation, and
what attracts them to you and your brand.
Candidate X is our online research tool that evaluates the candidate experience at specified touch
points throughout your recruitment process; providing you with an understanding of the insight into
your organisation and brand that your recruitment process gives potential candidates.
Client benefit/deliverables:
• Detailed understanding of how the candidate found out about the opportunity
• What they thought of the application process
• How the assessment centre rated
• Perceptions of the interview process
• Pre-arrival information and communication
• Analysis of overall induction process
Clients include: RBS, Shell
Business verticals:
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Applicant X
Helping you optimise your university application process to secure the best
talent.
How it works: Applicant X helps you to optimise your application process and offer by
enabling you to understand the university applicant journey at key touch points.
It is aimed at attracting and retaining the right calibre of students by understanding how
applicants view your institution, and what attracts them to you.
Applicant X is our online research tool that evaluates the applicant experience at specified
touch points throughout the application process; providing you with an understanding of
how potential students view your institution and how it compares with key competitors.
Client benefit/deliverables:
• Understanding of prospective students and their initial decision making process
• Exploring which universities candidates applied to and why
• Examines reasons for final selection
• Highlights usage and attitudes towards pre-arrival information
• Identifies satisfaction among current students with induction and beyond
Clients include: Anglia Ruskin University, University of Hertfordshire, University of
Sheffield
Business verticals:
Understand
Services
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The Hub
Our social media network, used to generate, communicate and share ideas
across the business and wider client network.
How it works: The Hub is designed to get all the teams across the business working
together for mutual benefit. It’s about collaborating knowledge. The Hub is state of the art
and unique to SPA Future Thinking within the research industry.
We created The Hub environment to build wisdom and insight from data, whether this is a
latest case study, white paper or simply an article found on the internet. It provides us with
the ability to take unstructured and unconnected data and give it value through structure.
It’s a fantastically ‘now’ way for us to work with our clients; sharing best practise, creds,
research insights, and to gain instant feedback and commentary from all parties; tweaking
surveys, updating presentations and keeping up-to-date with how the research is used
across the business.
Client benefit/deliverables:
• Create and join groups, follow user and group feeds
• Share data files and documents, images and videos
• Ask questions to the community
• Share links to external news and content
• Use tagging to easily sort and group content
Clients include: A new Quantum Lab product
Business verticals:
See
Auto
The Hub
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
Storytelling
A key skill that ensures data insights make a real difference to our client’s business.
How it works: Telling great stories is an art form, and introducing a little structure to standard
presentations and debriefs makes a huge difference to how a client receives, translates and uses the
information for the benefit of their business.
Too many debriefs lack a clear purpose or structure, and all too often, people go away without a clear
sense of what to do. Thinking about the story of our research helps to resolve this. Instead of presenting
rafts of data, we use storytelling as a great way of communicating the value of research in a way that
really engages audiences and drives actions.
We are social beings, and as such, we are hot wired to remember stories and anecdotes, not data and
figures. An anecdote is remembered because it has all the elements of a good story: it’s told in a logical
sequence; it has an unexpected element of surprise; and it has a memorable ending.
Client benefit/deliverables:
• Stories help us, and our audiences make sense of information
• They help us to engage, inspire, persuade and to fix the ideas
• The classic 3 Act story optimises the value of our research and so we get asked back!
Clients include: BBC, ITV, Yahoo!
Business verticals:
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Web-Vision
A bespoke web reporting solution for all your research and communications
data.
How it works: Web-Vision has been developed to showcase research findings, analytical
expertise and visual data interpretation to its best ability.
The reportals we develop are bespoke in design with fully customisable features.
Data is collected internally or received from third parties, coding is then applied to raw
data and weights applied. Once data is uploaded online reports are automatically updated.
Notifications can be sent to key stakeholders informing them when reports are available
and users can access data to run their own analysis. Account management teams then
have instant access to data to explore areas of movement. Data modelling can also be
built in to the portal as required.
Client benefit/deliverables:
• Real-time online reporting
• Bespoke design to enable branding to seamlessly integrate with your corporate
website
• Hierarchical access for security and ease of data sharing
• Ability to view dynamically generated data quickly and easily
• Ability to cut and analyse data as you need it
Clients include: Mercedes-Benz, RBS, Shell
Business verticals:
See
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
Digitally
Enabled
Video
High definition video outputs really bring your research to life.
How it works: The use of video provides an opportunity to bring research findings to life and drive
stakeholder engagement.
Video can be used in discussion groups, depth interviews, in-store (macro and micro space analysis),
workshops, in-home and numerous other locations.
Our mobile ethnographic products Be-There™ and See-Me™ are great examples of how video footage
can be used to inspire and motivate, enabling you to capture rich moment of truth experiences as they
happen and get closer to consumer behaviour and understanding.
Client benefit/deliverables:
• Engaging multimedia visual landscape of your consumers world
• Capturing respondent thoughts in the moment
Clients include: Audi, IPC Media, Transport for London
Business verticals:
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
33
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Digitally
Enabled
Infographics
Bring statistics to life through visually stimulating imagery
How it works: Research findings don’t have to be dull. The more visually stimulating and
engaging they are the less likely they are to bore the marketing department to death.
High quality visuals and graphics combined with the forgotten art of storytelling make our
debriefs memorable and business orientated. The use of advanced technology from HD
flash reporting to real-time online reportals makes our deliverables come to life in a userfriendly and creative way.
Client benefit/deliverables:
• Engaging visuals to stimulate the audience and drive stakeholder engagement
• Memorable and effective story telling through the art of infographics
Clients include: Disney, eBay, Mercedes-Benz
Business verticals:
See
Auto
FMCG
Media
& Tech
Services
Retail &
Shopper
Public
Sector
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Ideation
Insight
Automotive
FMCG
Media, Marcomms
& Technology
Services
Retail & Shopper
Public Sector
Innovate
Question
From ideation to visualisation
Concept
Communicate
Experience
Test
Measure
Understand
Visualise
See
Technologies & Techniques
Ethnography
Be-There™ is our mobile qualitative approach which allows us to get
closer to consumer behaviours than ever before. This innovative mobile
ethnography tool enables us to capture rich moment-of-truth experiences
directly as they happen and provides engaging audio-visual outputs to
drive stakeholder engagement.
See-Me™ provides an uninterrupted and unedited visual narrative of
consumer life. Tracking where they go, what they do and what they are
exposed to through a range of different cameras, suitable to the task, be
it micro HD video or fish-eye camera.
Eye Tracking
The eye of the consumer holds a wealth of valuable information, and yet sometimes it
doesn’t tell the whole story. Eye tracking is a technique allowing testers to determine eye
movement and eye-fixation patterns of a person.
In the simplest terms, eye tracking is the measurement of eye activity. Where do we look?
What do we ignore? When do we blink? How does the pupil react to different stimuli?
The concept is basic, but the process, interpretation and findings can be quite complex
and ultimately eye opening.
Providing innovative and effective insight into the lives of consumers.
Digital methods are now used as standard as a way of providing enhanced and more efficient
research solutions, which offer cost savings as well as greater flexibility.
Whilst communities can be used for short-term ad-hoc studies (20-30 respondents over
one to four weeks) we also adopt them for longitudinal studies with hundreds of participants
contributing on an on-going basis.
In either format they can be used as a standalone study or ideally to supplement quantitative
projects. There are numerous applications for online communities and we design and manage
projects on leading platform providers, where we can develop projects to include bulletin
boards, chat-rooms, blogs and video life journals; providing ideal ways to capture moment of
truth experiences with powerful multimedia outputs through engaged participants.
Implicit Response Testing
Implicit response testing has been developed with the knowledge that often decisions are
made based on what people feel rather than what they consciously reason.
It measures speed of agreement with brand metrics meaning we can measure the effect of a
placement on implicit reactions; the faster the agreement the more ingrained the feeling.
Technologies & Techniques
Online Communities
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Technologies & Techniques
Ethnomethodology
We continually look at how we can apply sociological approaches to our research
methodologies. Ethnomethodology is about understanding the social reality of everyday
life. The aim is to identify and record the means with which we make sense of the world
we live in; it’s about bringing order to social settings and the environment that you find
yourself.
Two approaches to ethnomethodology include “breaching” which was initiated by Harold
Garfinkel, and Conversation Analysis pioneered by Harvey Sacks which focuses on verbal
interaction and how this is impacted on by the use of recordings.
Sentiment
Sentiment analysis and text analytics are proving increasingly important in providing
understanding to data captured through areas including social media posting and open
ended survey responses.
By automating the analysis of this feedback we are able to manage large volumes of
data and provide a quick and efficient understanding of people’s emotions, feelings and
opinions; whether these are attributed directly to companies, their products, services or
staff.
The understanding provided through this analysis can then provide clients with a greater
understanding of consumer behaviour.
Gamification focuses on incorporating the principles of a game into online surveys to improve
and enhance the user experience.
The role of imagery, creative questioning techniques to re-frame questions, the introduction of
fun or game related techniques can all play a key role in improving respondents to complete
tasks by thinking and acting differently. Importantly this has the effect of unlocking fresh insight.
The importance and potential of gamification is still being realised but its potential to engage
and revitalise online surveys particularly for younger audiences is key.
Emotion
The power of emotion derives from an increasing focus aimed at getting closer to understanding
real behaviour and the truth. Human behaviour naturally responds and acts on how we feel as
much as on the facts in front of us at any time.
We have a range of techniques and technologies in place to help understand emotions and
their feelings from neuroscience to facial analysis. All of these are aimed at more than simply
the cognitive drivers of consumers; it is more about understanding the emotional actions of
human behaviour.
Passive Research - online
Passive methods are a key growth area within the research industry and include methods
such as ethnography, mobile research and neuroscience.
Our approaches are increasingly focussing on the role technology can play in understanding
consumers and includes two recent mobile ethnographic products Be-There™ and See-Me™
Technologies & Techniques
Gaming
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www.spafuturethinking.com
innovation
intelligence
inspiration
Laystall House
8 Rosebery Avenue
London, EC1R 4TD
T +44 (0) 20 7843 9777
E info@spafuturethinking.com
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