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DigiViduals™Research Robots conducting mass ethnography

for insight generation

London ���� Brighton ���� Rotterdam ���� Lausanne ���� Hamburg ���� New York ���� Chicago ���� Los Angeles ���� Shanghai ���� Melbourne

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Which of these faces best expresses

how you feel about this product?

To what degree did this

product make you feel

[selected emotion]?

What was it about this product that

made you feel this way?

[Use patented MindReader®

to capture reasons]

FaceTrace® measures what matters most for brands, designs, communication &

human experiences - the nature and level of their Emotional Appeal

BrainJuicer © 2006

Contempt

Surprise

Anger

Disgust

Happiness

Sadness

Fear

Neutral

Award Winner

2007

2007

A window into the world you want to understand…

DigiViduals™are robotic researchers programmed to represent a particular type of person, brand or trend, conducting automated mass web ethnography to build up a rich, detailed picture of their lives from which understanding, insights and new product ideas can be generated.

Turn on, tune it and squeeze the insights out.

How Digital Characters work

� Programmed with key words that represent their attitudes, opinions and lifestyle

� Search Twitter for matches to these key words

� Then comb the social media landscape for matching material

On Nicole’s Twitter page we find re-tweets from people who talk like Nicole; providing understanding of what moves people in their daily life

Savage Tribes Decorative

Aromatherapy Candles

Nicole

Nicole’s Lifeboard:

Nicole

Cute, domestic

Sociable, romantic

Village life

Coffee, chocolate

Delicate, colourful,

quirky, intricate

Edgy, Gothic, dark

Social conscience

Mythical, labyrinthine

adventures

Nicole’s Video:

Generating insights from the TV Digital Characters…

Digital Characters™

LifeBoard & Digital CharacterIdeas tailor-made

for the Digital Character

Reverse engineer the INSIGHT…

From DigiVidual™and the idea

Nicole – key insight

NarrativeNicole is fascinated by design, fashion and

craft objects. She’s genuine, sociable and has an infectious zest for life. She’s a magpie –

alive to the joy that little things can bring. She can often be found hanging out in the cooler

parts of town – a source of inspiration for her. She loves the buzz of the big city but revels in the intimacy that the urban village provides. She is very popular but has a close circle of

friends who admire her warmth, elegance and generosity.

NicoleFemale

Age 38

Lives London

Profession Jewellery Designer

Lives Hammersmith

Insight

“There are times in my life when I need to say sorry or cheer up a friend and or be coquettish or just plain silly. Wouldn't it be great to express my sentiments creatively in candy”.

Theme Creative Kitsch

Idea to IllustrateCuties are large, wrapped, flat, sweets [Cute dog with curly coat and a bald patch

saying "Bad hair day repair". Cute dog with eyes lowered looking sorry saying

"Sorry, I'm a bad hound :-(" Cute dog with long lashes saying "Down boy!".

Low

Resonance

“Yes, great insight, but not for me…”

“Yes… but tell me something

new”

“Does nothing for me…”

EdgeWeak

“Yes, you really understand me – almost better than I

understand myself!”

What makes a great insight?

Wow, you really understand me..,

…almost better than I understand myself

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Applications…

� Segmentation/tgt Audience Enrichment & Understanding

� Brand Persona Enrichment and Understanding

� Trend Enriching / Tracking

� Insight Generation

� Insight Tracking

� New Product Development

Mobile Music Digital Characters

Introducing our 9 Digital Characters

19 years old

Peggy

30 years old

Mark

44 years old

Richard

Ingaborg Matthias Julius

Lara Pedro Miguel

Belonging / inner child –

Little Red Riding Hood

Challenging/ Rebellion;

Mature – Rebel with a Cause

Empowerment – My Way

Status driven, outer directed;

Into appearances – Gordon Gekko

Wannabe

Sociable, confident, successful – work

hard, play soft

Style, technology facilitating quality – the Real Deal

Unassuming / thoughtful –Decent guy

Doing the right thing –Active caring

Longing –the simple

things in life matter

Case Study

DigiViduals: Oreo and Su in Malaysia

- BrainJuicer has already worked on DigiViduals with Kraft, in Europe

- For this pilot, we created 2 digividuals:

- Oreo DV – based on the brand construct

- ‘Amazing Su’; DV based on the target consumer definition

- Su brought back a great deal of information – which we constructed into a film to bring her to life:

- To see how to inspire the team to understand brand/consumer better, what can be improved etc

Current Oreo Communication in Malaysia

Amazing SU – the DV brief

� Su juggles multiple roles and cherishes active engagement with her kids.

� A pressure in her daily life is making enough time to spend quality time with her family.

� She spend her weekend in malls, shopping for groceries, going cinema with her kids

� She’s a Facebook-er, enjoys posting pics of her kids & family

� When not at work, she’s shuttling kids between school & extra classes

� Su is a non/lapsed Oreo user. Her kids consume biscuit with hot beverage (Milo), consume 5 times a week

� Su knows Oreo and is aware of the special way of eating Oreo i.e. Twist, Lick and Dunk but she has yet to be bonded with the ritual to put Oreo into her basket.

� In general, Su has no emotional connection to Oreo and TLD ritual.

Digividual Su

Provider

Art Pop

Pets

Future

Family

Fun

Family & fun

Health

Appearance

Community& tradition

• Su cares about her family and wants' to gestuff right

• Other members of her family can have a big effect on Su (and her buying habits)

Su and Oreo

Su and Oreo

•However Su is more than an extension of her family, there’s Su the individual

•Su isn’t going to purchase Oreo’s to consumer herself (she may purchase Oreo’s for her children)

Su and Oreo

- If we want Oreo, to become more than a substitutable brand that Su buys for other family members we need to bring Oreo into her world

- One way of doing that is through cooking, e.g. Oreo cheesecake recipe. Su get’s to enjoy the fun of Oreo (with her family), but is also validated as a provider for her family, whilst doing something she is good at

23London ���� Brighton ���� Rotterdam ���� Lausanne ���� Hamburg ���� New York ���� Chicago ���� Los Angeles ���� Shanghai ���� Melbourne

A Leading International Online research agency

Han Zantingh – MD Asiahan.zantingh@brainjuicer.com

+86 13818210785

Presented at the Asia-Pacific conference on

Qualitative Research in Web 2.0

22 & 23 Feb 2011, Macau SAR

For more information

Please visit: http://www.merlien.org