Jun 30, 2009 0
Mark Earls, author of Herd, talks about why copying is the important new paradigm for encouraging behavioural change.
Filmed at the BrainJuicer/HSBC London Summerfest in June 2009 (disclosure: we produced the vid).
More videos from this event here
Dec 9, 2008 0
Our article in the Dec ‘08 edition of ESOMAR’s Research World. Grab your copy here.
Brand health monitoring is an important tool, particularly during tough economic times when managing RoI becomes critical for CMOs. But what are some of the tools, and are they fit for purpose?
The Millward Brown Approach
Don’t say we didn’t try.
In the ceaseless search for simplicity, we ask Eileen Campbell, CEO of Millward Brown for a single measure to encapsulate brand health: “We aren’t really advocates of single number measures – the same way you wouldn’t monitor your personal health with a single number.” Sounds reasonable.
Instead, the philosophy behind BrandZ, their brand health tool/framework, is to measure the strength of the consumer bond, says global brand director Peter Walshe: “Consumers have relationships with brands, and the intent is to strengthen those relationships.”
Strength is derived from a couple of (exotic-sounding) metrics: ‘bonding’ and ‘voltage’.
Bonding refers to one of five levels that indicate the strength of the consumer bond. It is based on factors such as: spontaneous awareness, knowledge, relevance, performance, and perceived competitive advantage. For example, the lowest level (weakest bond) typifies a consumer who is simply familiar with a brand and nothing else. The highest level (strongest bond) reflects a consumer who regards the brand as relevant to them and way ahead of the competition.
And voltage? That, says Walshe, reflects how effectively consumers move up the bonding levels. Strong brands tend to have high conversation ratios between the levels.
Read the rest of this entry »
Nov 11, 2008 0
BrainJuicer’s Chief Juicer John Kearon is a regular on the conference circuit.
After noticing that many events tend to mainly attract agencies, he began to wonder whether there was a way to significantly increase the client quotient.
Well, a few weeks ago he ran his inaugural Oktoberfest, a one-day event in London and Amsterdam with a hand-picked line up of ‘innovators’ as speakers. Each intimate gathering attracted over 100 clients.
The events were free and in true bootstrap fashion John partnered with Unilever and Philips to host the events and provide refreshments.
John Griffiths blogged about the London event. And we were asked to film, the result being the 17m highlight clip below (from 6hrs worth of material) which we hope you enjoy.
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London:
Jun 17, 2008 0
Our Spotlight column in the Jun ‘08 edition of ESOMAR’s Research World. Grab your copy here.
Ladies and gentlemen, we are privileged to witness the start of a new movement. A movement that is revving up to do what The Cluetrain Manifesto did for marketing communications. Welcome to VRM.
Remember ‘The Cluetrain Manifesto’? It’s the book co-authored by pre-eminent marketing practitioners including Harvard University’s Doc Searls. It coined the phrase “markets are conversations”.
Well, Mr. Searls is at it again. Not satisfied with inspiring consumers to use the web to redress the balance between marketers and consumers (e.g. via blogs), he wants to move things up a gear. And blogging strategist Adriana Lukas is along for the ride.
Read the rest of this entry »
Sep 20, 2007 0
Just back from ESOMAR’s superbly organised and networking-friendly Berlin Congress and the first order of the day is to congratulate the award winners, pretty much all of whom have featured on RT.
So, congrats to…
We shot a bit of video while there and will endeavour to get it up over the next few weeks. It includes conversations with some of the keynotes
Jul 19, 2007 0
ESOMAR CONGRESS ‘07 In the first of three preCasts ahead of this year’s Congress event in Berlin, contrarian Mark Earls, a speaker at the event, hosts a roundtable to talk about recent innovation breakthroughs. Joining Mark are four other speakers including David Penn who’s a fan of neuroscience, Unilever’s Jaroslav Cir who’s into ethnography and semiotics, and Phillip De Wulf and Emmanuel Verhagen who believe that mobiles and the mobile internet have the power to completely change the way brands think about research. Powerful stuff
Listen to other podcasts in this series
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This is an ESOMAR sponsored podcast and is published according to our yumminess policy
Listen to the podcast here
Jun 25, 2007 0
Sponsored by 
Sir James Dyson is one of John Kearon’s heroes. Both are entrepreneurs. And both believe passionately in the power of supreme engineering innovation to deliver progress. So when the opportunity came up to have a chat with Iain Carruthers, brand consultant and now second time author, this time of an authorised biography of Sir James, we jumped at the chance to get the two Dyson aficionados in conversation. Iain’s managed to pull together a fascinating series of insights that should appeal to entrepreneurs and brand marketers alike. Once you’ve heard this, dive into the book: Great Brand Stories: Dyson
Listen to other podcasts featuring John
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Feb 13, 2007 0
The assumption is that by-and-large, individuals make decisions on their own. My Herd point-of-view is that people influence each other, often without realising it
Mark Earls’ latest contribution to life, the universe and everything is gaining traction. His new book rethinks how people make decisions and discovers as a result that much of current research practice is fundamentally flawed in its assumptions and interpretation of consumer behaviour. Quite fitting for this self-styled ‘Contrarian’. The book provides psychology underpinning for many recent phenomena such as social networking, engagement, conversations, ethnography, blogging and predictive markets by showing how we act as groups and not individually. Part of our monthly column for ESOMAR’s Research World magazine
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May 28, 2006 0
About ResearchTalk
Our formula is refreshingly simple.
We bring together thought-leaders to discuss an area in which they have passion and authority.
We then release this as a free podcast after ensuring that the content is relevant, engaging and within our target of 20-30mins.
ResearchTalk is designed to be as inclusive and diverse as possible. We do this by removing barriers…
About Podcasts
Podcasts are audio or video files that can be easily played on computers or mp3 players such as Apple’s iPod (the most popular portable player in the world and widely used by commuters and travellers to listen to podcasts). Refer to Wikipedia for more about podcasts and podcasting.
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Adding to iTunes
The term ‘podcast’ refers to the useful ability of software such as Apple’s free iTunes software to automatically download and play podcasts, thereby removing the hassle of you continually visiting websites to get new content: once subscribed, new shows download automatically.
So if you don’t use iTunes or other software to listen to podcasts then you’re missing a trick. It’s easy, here’s how to get started:
Listening via the Website Player
The player on this website uses Flash and so will not function at all/correctly if you don’t have that software on your PC or if your (corporate) firewall prohibits access to it. If you cannot install or adequately negotiate the firewall, then use the download link provided to download and listen via your PC’s own player.
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Enquiries/Sponsorship Opportunities
ResearchTalk provides an ideal platform to get your targeted messages across to an engaged audience at very reasonable cost.
Email/call us (see below) with full details of your requirements and ballpark budget and we’ll get back to you as soon as possible for a chat.
Please note that we don’t work with or through PR agencies. Any enquiries from PR agencies will thus be ignored.
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Contact us/Feedback/Suggestions
We love feedback and you can contact us in one of two ways:
Transparency & Posting Policy
We will always be completely transparent about sponsorship or commissioned work. So if anyone pays us, you’ll see the podcast clearly labeled as such (e.g. ‘brought to you by’, ’sponsored by’, ‘commissioned by’ etc.).
Moreover, you can be completely confident that nothing on this network will ever been put there for reasons other than merit. In fact we make clear to those who commission/sponsor us that there’s never any guarantee that produced work will feature on the network. That’s always been our policy and it does from time-to-time lose us work.
So, why the strict policy? Because we value integrity and reputation, and pay-for-placement is the surest way to destroy this. And on a practical level the audience soon sees through self-serving stuff and justifiably loses interest. This may seem an obvious position to hold but you’d be very surprised at the calibre of organisations that have approached us for paid placement without even a hint of embarrassment or irony, very worrying!
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