Return to questions

What offer resonates?

How we can help

  • We bridge the gap between an existing segmentation and the product, marketing and communications team. Our in-depth needs analysis identifies the rich, textural insights which can inspire new innovation and campaign opportunities.
  • We help drive a differentiated and relevant proposition by understanding the emotional and functional space the brand occupies.
  • If you are looking to develop new products, we work to capture the nuanced details of consumers’ emotional wants and frustrations to identify areas for innovation.
  • Our approach to build creative communication strategy taps into the audience’s needs in the context of culture and drives impact.

Tools

Culture Mapping

Corona and new culturally relevant spaces

Corona’s challenge was to define a bigger, more culturally relevant definition of its brand territory ‘outside’. Our study identified new culturally relevant spaces by combining academic thinking on biological evolution with the popular, emerging narrative on social media. We used ethnography and photojournalism to explore these spaces.

We identify cultural narratives, contexts, and white spaces to map and unlock the cultural territories relevant to the category and brand. The client identifies a cultural space they’re looking to explore (e.g. ‘modernity’, ‘beauty’, ‘premium’) and we apply social listening, content analysis, semiotics, ethnography, and expert interviews to explore the space.

Needs Identification

Understanding consumers’ needs for Unilever

Unilever’s goal was to ensure an exhaustive and high number of insight-rich need territories to develop a pipeline of new bath and body products. We gathered open-ended survey data from a large representative sample of users to identify over 40 new spaces.

We use consumers’ needs to identify innovation territories for early-stage and late-stage product development, brand development and brand positioning. We quantitatively map category need spaces using an industry-leading, innovative NLP and machine learning approach. By using survey-based open ended questions and large samples to stretch and size consumers’ need opportunities, we generate rich human insights around each territory.

Case study: Coca-Cola

More questions we answer

Who provides growth?
Making things happen means understanding people deeply

  • We build human-led segmentations using qualitative and quantitative work with rich insights into motivations, emotions, behaviors, and culture.
  • With our award-winning design and photojournalism team, we deliver actionable insights into your segments with impactful presentations, films, maps and websites.
  • We help grow audiences and their business.
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What offer resonates?
Making things happen means identifying emerging needs

  • We unlock consumers’ underlying needs and desires within their cultural context. We put human emotion and motivation at the heart of our methodology by utilizing a multi-layered ethnographic and data approach. We have mapped the 300+ human emotions against category behavior.
  • We help brands dig deeper into their segmentation, develop a differentiated and relevant proposition, and accelerate new product innovation.
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When to influence?
Making things happen means understanding influence

  • We work to understand the influences, needs, and behaviors of consumers in order to improve experience and customer loyalty through observation, not interrogation.
  • BAMM delivers touchpoint and customer experience maps with implications for investment and communications.
  • We help brands optimize the customer experience, and improve conversion by uncovering the micro-needs and barriers that stand in the way.
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What are contextual drivers?
Making things happen means interrogating context

  • We use cultural insight to find what is hiding in plain sight: the cultural meaning and narratives that are subconsciously absorbed.
  • We unlock ownable cultural spaces for brands through cultural analysis, ethnography, social data and academic thinking.
  • We help brands create content that speaks to the cultural narrative in ways that drive relevance, inspiring creative teams with cultural territories and communication opportunities.
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How to optimize?
Making things happen means transforming ideas into brilliant products, campaigns and services

  • We build compelling brand propositions, product concepts, and creative campaigns through our rigorous co-creation and testing approach.
  • We use the latest behavioral science to simulate the way people interact with ideas in the real world.
  • We observe the emerging behaviors and conversations, separating people’s System 1 and System 2 responses, and using these as a basis for co-creation.
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