ari popper: me to-we-research
DESCRIPTION
Ari Popper, President of Brainjuicer US, talks about how to move from research to we-search.TRANSCRIPT
Month Yr
1
How to do
‘We’search…?
Apr 8, 2023Month Yr
2
A New Way of Looking…
Apr 8, 2023Month Yr
3
Unreliable witnesses…
Apr 8, 2023Month Yr
4
Social animals…
Apr 8, 2023Month Yr
5
Social Animals…
‘Oh, the gift that God would give us, to see ourselves as others see us’.
Robert Burns
Apr 8, 2023Month Yr
6
Co-creation
Net- Nography
Mass Ethnography
Mass Prediction
We Research
Apr 8, 2023Month Yr
7
Mass Prediction
We Research
Apr 8, 2023Month Yr
8
X 596Polls
(1988 - 2000) ¾
IEM - the original Predictive Market
Award Winner
2005
2007
Apr 8, 2023Month Yr
9
Probably Buy Shares In... Probably Sell Shares In...
One To Double Shares In... One To Sell All Shares In...
Net Preference% %
‘Imagine you owned shares in all these ideas...’
Provides Normable Benchmark
Apr 8, 2023Month Yr
10
1.Proven accuracy 2.Greater discrimination3.Can spot breakthrough ideas
279 Head-2-Head experiments across 15 Categories
Predictive Markets Conclusions
Award Winner
2007
2007
Apr 8, 2023Month Yr
11
Same Winners as Monadic Testing
Monadic Ideas x No. of Green Light ConceptsSnacks 15 5 out of 5Cleaners 10 5 out of 5Air Care 5 2 out of 2Drinks 8 1.5 out of 2Waters 11 1 out of 2
x48 9.1 out of 10 SequentialTelecoms 42 8 out of 12Chilled Food 11 3 out of 3Cleaners 29 6.5 out of 9Gum 7 4 out of 4Lighting 20 9 out of 10Air Care 28 5 out of 7
x137 8.1 out of 10
Apr 8, 2023Month Yr
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Impressive Record of Predicting In-Market Reality
New Concepts
Monadic Test
Predictive Market
Share Results
A 59 83 12.2%
B 54 63 7.9%
C 42 51 3.4%
D 42 46 4.5%
E 47 32 1.1%
Correlation 0.87 0.94
Apr 8, 2023Month Yr
13
Greater discrimination vs. monadic tests
Please select which one of these ideas you would immediately sell / double your shares in
Total Sample: 500
-9 -7 -10-3
-14
-26-30
31
19 17
7 713
6
22
127
4-24
-13
-7
-35
-25
-15
-5
5
15
25
35
Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6 Concept 7
% o
f res
pond
ents
0
10
20
30
40
50
60
70
80
90
100
Sequ
entia
l Mon
adic
% D
ef/P
rob
Net PreferenceMost Successful - would double sharesLeast Successful - would sell shares
Flat line monadic scores
Wheat from chaff PM scores
Apr 8, 2023Month Yr
14
Spot Potentially Breakthrough Ideas
-2 -2-4 -3
-5-8
-4 -5 -4 -4 -3 -3
-9-11 -10 -11 -13
1916
129
69
5 5 4 3 2 13 2 1 1 2
-25
-20
-15
-10
-5
0
5
10
15
20
25
I AmLegend
NationalTreasure
The GoldenCompass
CharlieWilson's
War
P.S. I LoveYou
Alvin andthe
Chipmunks
Sw eeneyTodd
ThePerfectHoliday
The BucketList
The WaterHorse
The GreatDebaters
Atonement Aliens Vs.Predator
The KiteRunner
YouthWithoutYouth
JUNO Walk Hard
% o
f res
pond
ents
Most Successful - would double shares
Least Successful - would sell shares
Net Preference
.87 Correlation with Opening Week box Office
Apr 8, 2023Month Yr
15
Mass Ethnography
Mass Prediction
We Research
Apr 8, 2023Month Yr
16
Apr 8, 2023Month Yr
18
Mens’ Health Multivitamin Mass Ethnography Study
‘Carlos’
Lay Ethnographer
Apr 8, 2023Month Yr
19
Net- Nography
Mass Ethnography
Mass Prediction
We Research
Apr 8, 2023Month Yr
20
Medical virus spread
Mind virus spread
overlap
Swine Flu - Medical Virus vs. Mind Virus
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 112 3 4 5 6 7 8 9 1012April
1May
April 22: April Mexican Health
Ministry nationwide alert
▼
April 28:WHO raise pandemic
threat level
▼
1Day
23456789101112131415161718192021222324252627282930
Apr 8, 2023Month Yr
21
Consequences of a Mind Virus
Apr 8, 2023Month Yr
22
Introducing DigiViduals
Apr 8, 2023Month Yr
23
Please meet Nicole
Nicole is our own creation – a DigiVidual™.
Although she looks and feels real, we have created her. Nicole is alive on the web.
She tweets and looks for people on Twitter whose tweets match her key words and emotions. If she finds a tweet that matches her profile; she picks it up and re-tweets it on Twitter as her own.So she picks up what real consumers feel and write about in their personal life.
Get short, timely messages from Nicole
Nicole
Apr 8, 2023Month Yr
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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
Apr 8, 2023Month Yr
25
Nicole’s Lifeboard:
Nicole
Cute, domestic
Sociable, romantic
Village life
Coffee, chocolate
Delicate, colourful, quirky, intricate
Edgy, Gothic, dark
Social conscience
Mythical, labyrinthine adventures
Apr 8, 2023Month Yr
26
NicoleNarrative
Nicole 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 38Lives LondonProfession Jewellery DesignerLives 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
Apr 8, 2023Month Yr
27
Nicole
Apr 8, 2023Month Yr
28
Bring Segmentation Study To Life…
Apr 8, 2023Month Yr
29
Co-creation
Net- Nography
Mass Ethnography
Mass Prediction
We Research
Apr 8, 2023Month Yr
30
Goldcorp Red Lake Mine…
Apr 8, 2023Month Yr
31
Do you know this man?
Apr 8, 2023Month Yr
32
What can you outsource via a ‘American Idol model’ …
1. Source talent from the crowd
2. Screen for potential
3. Own the output
Apr 8, 2023Month Yr
33
The Netflix Prize
Apr 8, 2023Month Yr
34
Apr 8, 2023Month Yr
35
Stop the kids lying through their teeth!
Apr 8, 2023Month Yr
36
A New Way of Looking…