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How to optimize?

How we can help

  • We test concepts and language to develop a more consumer-centric brand proposition.
  • We help build products or services by developing and co-creating from initial concepts all the way through to near-final prototypes.
  • We use the latest thinking in behavioral science to identify and map the energy in creative campaigns to optimize cut-through and increase the likelihood to buy.
  • At the heart of our approach is a proprietary consumer approach that elicits emotional responses to stimulus in natural and engaging ways.

Tools

Test&Go

Creating cut-through for News Corporation 

News Corporation needed advertising that has high cut-through, and made a clear case that quality, deeply reported, original journalism is worth paying for. We provided clear and structured feedback and gave the News Corporation creative team time to make minor adjustments to the concepts before roll-out.

This tool enables agile / real-time testing of late-stage creative concepts with quick result turnaround thus increasing market predictability of communication campaigns. We use a qual / quant approach. We use our open-ended survey based on 7 key metrics for communication effectiveness, to capture responses to concepts and creative assets. We are able to analyze the data to identify how the campaign is meeting objectives and development opportunities.

PopShop

Testing concepts for Coca-Cola

Coca-Cola faces an ongoing challenge of how to fine-tune product concepts at launch-phase, in a quick and cost effective way. Using PopShop over a year, as an always-on resource, we are able to brief, test and report back both qualitative and quantitative results to a range of key organoleptics and brand concept metrics, quickly. 

BAMM’s proprietary pop-up research concept, located in the consumer’s world. PopShop is a multi-use venue for idea generation and concept screening with a human-first approach to increase market predictability of innovation product testing. We test reactions to new products and concepts in situ – capturing both qualitative and quantitative responses to stimulus and organoleptics. PopShop delivers grounded insights on consumption occasions and motivations driving beverage consumption. 

Gallery Groups

Product Innovation

Absolut was entering the competitive and growing spirit and mixer Ready-to-Drink (RTD) category in the USA. We created a clear strategic framework using consumer input for the packaging to ensure it’s built on premium and innovation cues. Absolut successfully launched the product in the USA and leveraged the category opportunity for a premium alternative to Flavored Alcoholic Beverages.

Creative Development

Aptamil was looking to develop a campaign platform that would help it to stand out from the crowd. Using the input from gallery groups and focus groups, the work was a huge success and allowed Aptamil to identify the strongest positioning and the most effective creative direction for the brand.

Local Market Execution

LinkedIn needed a value proposition which is globally relevant and built on tailored emotional and functional benefits for users. We defined and helped roll out the new value proposition with key stakeholders across the globe. We united the organization behind a single user offer which acted as a catalyst for communications and product development.

Across product innovation, creative development, and local market execution, we use proprietary approaches to generate new ideas and develop concepts to inform brand, strategy and creative decisions. Based around a collaborative workshop setting, we work intensely with consumers to identify breakthrough ideas. Our standard approach uses a workshop format and includes recording System 1 and System 2 responses separately, followed by a co-creation session. We make ideas more successful by developing and co-creating them with consumers.

Digital Galleries

Refreshing Sauve’s communications and positioning

Suave was looking to develop new communications for a refreshed value positioning around “no bullshit beauty”. Our agile, visual process provided a fast read on people’s initial reactions to the work, and surfaced an essential truth: the enemy of beauty products is unrealistic advertising not over-promise. Our insights teased out the winning campaign which became one of their most successful marketing campaigns to date.

Digital Galleries is used to test a wide range of creative concepts (including video, print, audio, digital) from seed ideas to full concepts. We use research to select and optimize a number of communications ideas / concepts based on specified criteria. Our approach uses a qualitative and quantitative online approach to communications and content testing, separating System 1 and System 2 responses to provide a more nuanced understanding of how communications are received individually and within a social context.

Case study: McDonalds

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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