Insights

Brand Dig: The Brands that are Celebrating Diversity by Unifying through Love

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In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, marketer Kyle looks at how brands are supporting a different kind of love – the love of difference. With the recent protests, scandals, right wing politics, racial tensions, war… what the world needs now more than ever is to stand united. That’s easier said than done, considering that in a modern-day era, we have so many philosophies that often divide society in half (cough Brexit, cough Trump). It’s a gamble for a brand to pick a side that not only stays true to their values but doesn’t alienate opposing beliefs. Maybe that is the...

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Agency Aces: Creative that Embraces the Awkward

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Digging into the world of advertising, Kyle looks at what insights, creatives are using to birth original concepts that build affinity between brands and people. What a colossal nightmare some brands have had since our last Agency Aces a fortnight ago. Pepsi made protests look like some empowered hipster street protest, whilst at the same time, United Airlines were embroiled in a public… wait, United Airlines are still involved in a PR storm (the only difference is that the storm recently just caught fire). And yet, after these turbulent two weeks, United Airlines still have no sight of clear, blue skies ahead. I simply cannot exclude air travel as the topic for this week’s Agency Aces (well that’s what my...

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Brand Dig: when Pepsi, Barbie and Uspaah used stereotypes in ads – with varying success

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In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, researcher Harry looks at how brands are using stereotypes to make or break their campaigns. There are a number of reasons why people might use stereotypes. One of the main reasons, though, is surely a lack of understanding of the group being described. But while you might call out a mate if they make sweeping generalisations about other people, brands don’t get off so lightly. When marketers don’t fully understand their audience, they often end up relying on stereotypes. At best these stereotypes are ineffective and ignored. At worst they’re offensive to...

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Webinar: Towards an hypothesis-driven insights approach to social media analysis

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You won’t get good answers unless you’re asking good questions! For some reason in social media research this simple fact has been overlooked for a long time, often leading to noisy datasets, time consuming analysis and ultimately weaker insights. And the introduction of privacy-first data sources like Facebook and LinkedIn which offer unprecedented access to data that’s aggregated and anonymised, has made the need for better questions more pressing then ever. In response to this shift a new research approach is emerging. Join us for an inspirational webinar hosted by our VP, Francesco D’Orazio, as he talks us through how to use social data to validate specific research hypothesis. Francesco D’Orazio (@abc3d) This webinar will cover the steps to implement a...

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Agencies Aces: Creative that uses Experience to Attract Travellers

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Digging into the world of advertising, Kyle looks at what insights creatives are using to birth original concepts that build affinity between brands and people. It’s that time again for us here in London: when the grey fades away and suddenly we’re hit with a strange beam of light, indicating sunny season is around the corner. That means one thing: sun-cream. But it also means that it’s time to start looking at holiday locations. The thing behind our wanderlust, or the reason we bother leaving our comfy nests is a hunger for experiences. The people, the sites, the tastes, the sounds: this is what traveling is all about. So using the notion of experience, what kind of fresh insights have creatives been using to...

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Brand Dig: Brands that influence our behaviour, but can they change it?

A manta ray and green sea turtle feed amongst the rubbish after strong winds blew garbage into the mouth of Hanauma Bay, Oahu. Here you can see plastic bags, milk jugs, string, and assorted plastic floating offshore at one of Oahu’s highest-rated beaches.  John Johnson john@onebreathphoto.com

Humans are definitely creatures of habit. Most of us have a daily routine that we rarely deviate from. It includes little things like catching the same train every morning or eating the same type of food – and it’s very hard to break these habits even if there’s a perfectly logical reason to. So when we’re told to act more sustainably by eating less meat, recycling more rubbish, and taking fewer car journeys, it’s perhaps not surprising that only a few of us actually change our behaviour. It’s not just because we’re set in our ways. Some people also think it won’t make a difference. But it can and it does. That’s the thinking behind World Wildlife Foundation’s Earth Hour....

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Agency Aces: Using Insights to Build Great Creative for Commemorative Days

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Digging into the world of advertising, Kyle looks at what insights creatives are using to birth original concepts that build affinity between brands and people. Happy St. Patrick’s Day, the only day of the year where not only is it acceptable to be tipsy before 7pm, it’s encouraged. Now that we’ve addressed the alcoholic elephant in the room, we can shift our attention towards the insights behind commemorative days like St. Paddy’s. The type of insights that provide creative work with not only a great starting point, but a clear direction to follow. The same insights that create that shimmering lure, as brands connect ideas with various audiences.   St. Patrick’s Day: Guinness Insight – Finding time for a casual drink...

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Brand Dig: Connecting brands with the protesting trend

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In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, researcher Harry looks at how brands are jumping on the protest band wagon.   When an estimated 4.2 million people take part in a Women’s March in the US alone, it’s safe to say that the status quo is over. Fuelled by a media landscape that’s brimming with both anxiety and passion around equality, immigration and the environment, people are protesting for the first time in their lives. So when writing your thoughts on a sign and marching in the streets with other likeminded people is the new normal – what is...

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Pulsar helps Pharma join the Online Conversation about P.A.D.

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Pulsar works with many pharma companies, including AbbVie, AstraZeneca, GSK, and Ogilvy Healthworld, to name but a few. In this blog post, we wanted to give you an example of what kind of insights we can dig out from data for the pharma industry, using an example from one of the many researches we’ve set up around therapeutic areas: Peripheral Arterial Disease (P.A.D.), a disease that restricts blood supply to leg muscles. Here’s what we found.   Peripheral Arterial discussion is currently largely dominated by professional health publications and medical research centres. Patients are not hugely involved in the online discussion, and there is little awareness of P.A.D. beyond the medical sphere, due to it being in a relatively early stage of research and...

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Brand Dig: #NoFilter, The Brands Allowing Alternative Viewpoints On Social Media

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In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, researcher Penelope looks at brands that are taking a step to battle fake news and allow users to read between the lines. News: positive, negative, true, fake, relevant or irrelevant… our sources of information recently have been more newsworthy than the news itself. Opinions run rampant, but what seems to be forgotten by many is that opinion is not fact. With tempers flaring left and right, and actions following those opinions all seeming very possible in the current polarized political climate, how can you make sure you get the bigger picture – not...

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