Communication research | september https://www.september-online.de Strategie & Forschung Tue, 29 Aug 2017 15:43:35 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.5 https://www.september-online.de/wp-content/uploads/2016/09/cropped-ICON-1-32x32.png Communication research | september https://www.september-online.de 32 32 Implicit Quick Dive® http://september-online.de/en/implicit-quick-dive Fri, 18 Aug 2017 08:59:22 +0000 http://www.september-online.de/?post_type=project&p=3872

Ziel: die unsichtbaren emotionalen Reaktionen auf Marken und Werbemittel präzise messen; Unternehmen und Agenturen praktisch verwertbare Resultate liefern.

Why: Alle unsere Entscheidungen werden durch schnelle, unbewusste Emotionen beeinflusst und vorbereitet. Marken, Werbemittel und Verpackungen sind also nur dann erfolgreich, wenn sie beim Konsumenten positive emotionale Wirkung erzielen. Mit der heart.facts Emotionsforschung ist es möglich, diese Effekte objektiv und detailliert zu messen.

How: Die neue heart.facts Methode schlägt eine Brücke zwischen apparativen und explorativen Ansätzen. Dabei messen wir parallel bis zu 20 verschiedene psychophysiologische Reaktionen, die wir anhand von sieben trennscharfen emotionalen KPI detailliert nachweisen: Vertrauen, Sympathie, Attraktion, Nähe, Relevanz, Skepsis und Stress.

What: Unsere Kunden erhalten verlässliche Kennzahlen, die das emotionale Profil ihrer Marke und die emotionale Performance ihrer Werbemittel nachweisen. Die Methode ist für alle Kanäle geeignet und erlaubt es, die emotionale Leistung von z.B. Anzeigen, Plakaten, TV-Spots und Bannern zu vergleichen. Auch Konzepte, Texte, Mockups, Storyboards und Animatics können getestet werden.

psyphysdatenstoeme

Therapist smiling at her patient

]]> heart.facts emotion research – closer to the unconscious than any other method https://www.september-online.de/en/heart-facts-en/ Mon, 06 Mar 2017 17:02:38 +0000 http://www.september-online.de/?post_type=project&p=2928

Ziel: die unsichtbaren emotionalen Reaktionen auf Marken und Werbemittel präzise messen; Unternehmen und Agenturen praktisch verwertbare Resultate liefern.

Why: Alle unsere Entscheidungen werden durch schnelle, unbewusste Emotionen beeinflusst und vorbereitet. Marken, Werbemittel und Verpackungen sind also nur dann erfolgreich, wenn sie beim Konsumenten positive emotionale Wirkung erzielen. Mit der heart.facts Emotionsforschung ist es möglich, diese Effekte objektiv und detailliert zu messen.

How: Die neue heart.facts Methode schlägt eine Brücke zwischen apparativen und explorativen Ansätzen. Dabei messen wir parallel bis zu 20 verschiedene psychophysiologische Reaktionen, die wir anhand von sieben trennscharfen emotionalen KPI detailliert nachweisen: Vertrauen, Sympathie, Attraktion, Nähe, Relevanz, Skepsis und Stress.

What: Unsere Kunden erhalten verlässliche Kennzahlen, die das emotionale Profil ihrer Marke und die emotionale Performance ihrer Werbemittel nachweisen. Die Methode ist für alle Kanäle geeignet und erlaubt es, die emotionale Leistung von z.B. Anzeigen, Plakaten, TV-Spots und Bannern zu vergleichen. Auch Konzepte, Texte, Mockups, Storyboards und Animatics können getestet werden.

psyphysdatenstoeme

Therapist smiling at her patient

]]> Design Thinking: Never fall in love with your first idea https://www.september-online.de/en/project/design-thinking-never-fall-in-love-with-your-first-idea/ Mon, 06 Mar 2017 16:12:34 +0000 http://www.september-online.de/?post_type=project&p=2912

Design Thinking: Never fall in love with your first idea

Objective

to develop and market a new foodstuff using the Design Thinking method

Why

Our client was planning the immediate launch of a protein drink for women, for which all parameters were open. september was given the task of identifying relevant target group needs and barriers: promptly, thoroughly and in close collaboration with the end-customer and client.

How

A multi-stage  Design Thinking process with in-depth interviews for the qualitative registration of target group needs. Taking the outcome as a basis, Institute/Client workshops were held to establish a concrete development platform; this was followed by qualitative testing of potential proposals and agreement on the recipe. The design and positioning concepts arising from this were again tested and finalised during in group discussions.

What

A validated check list with recommendations for design, communication and recipe, along with strong client identification with the results.

]]> It’s a kids‘ world https://www.september-online.de/en/project/its-a-kids-world-en/ Mon, 06 Mar 2017 16:10:09 +0000 http://www.september-online.de/?post_type=project&p=2899

It’s a kids‘ world

Objective

to generate insights into the best way for children’s and family brands to address their target group on TV.

How

We use a variety of methods to identify the daily conflicts lurking behind the façades of a supposedly intact family world. The ‘FBI’ method involves parallel interviewing of mother and child – this way we obtain two authentic angles on the same family and their conflicts. We get the test persons to depict the make-up of the family with the help of Schleich® animals; we can tell a lot about family relations and the test person’s role in the family from their choice of animals and the way the mums and kids assemble them in a family group.

Why

TV advertising for children’s and family products is faced with the challenge of appealing emotionally to both kids and the gatekeepers (mums and dads).

What

Parents find themselves caught in the 'Bermuda triangle of child-raising' consisting of control (fear of loss), ambition (highest quality expectations), and parental ego (time to oneself). Parents make demands on their children requiring more than they're prepared to invest in bringing up their offspring. The conflicts arising from this 'convenient parenting' provide the basis for successfully addressing both parents and children. This starting point makes it possible to position brands as conflict resolvers, and to select appropriate benefits and RTBs to design advertising media that get consumers on board by appealing to their psychological needs.

]]> Old wine in new people https://www.september-online.de/en/project/old-wine-in-new-people/ Mon, 06 Mar 2017 16:08:15 +0000 http://www.september-online.de/?post_type=project&p=2889

Old wine in new people

Objective

to find insights into how to whet the appetite of younger consumers for wine.

How

In a multi-stage process comprised of focus groups, accompanied shopping trips, and tests of visuals and packaging, we analysed how the target group perceives the world of wine, and identified existing obstacles as well as levers with which to introduce younger consumers to this world.

Why

Young target groups are particularly cautious in their approach to wine drinking; it takes personal development to become a wine drinker. An international drinks manufacturer tasked september with researching insights into the branding of ‘young’ wine brands.

What

Stories and visual codes that tell a credible story are particularly vital for young consumers when it comes to wine. It’s a myth that young target groups are automatically drawn to a young product presentation – the important thing is that it doesn’t seem fusty. The study provided the customer with concrete recommendations for the brand story, packaging and design.

]]> The story told by posters https://www.september-online.de/en/project/the-story-told-by-posters/ Mon, 06 Mar 2017 16:07:56 +0000 http://www.september-online.de/?post_type=project&p=2887

The story told by posters

Objective

to find objective evidence of the advertising impact of a poster and evaluate design variants.

How

heart.facts emotion measurement was used to gauge the unconscious emotional reactions of respondents in three phases of perception: spontaneous/short/long. In the course of subsequent in-depth interviews we then went on to examine the intrinsic dramaturgy of the advertising effect.

Why

A typical case: the agency drafts three versions of a poster – but which one works best? A major coffee producer asked us to compare the emotional impact of the different designs and offer a psychological explanation.

What

People think in stories – and it's no different when they look at an advertising poster where they look for a story or create one of their own to explain what they see.  The poster test showed many of the design elements to be ambiguous and likely to spark false expectations in the product. With the results from heart.facts emotion measurement, the client was equipped with very specific pointers on how to optimise the poster design.

]]> Caught up in cable clutter https://www.september-online.de/en/project/caught-up-in-cable-clutter/ Mon, 06 Mar 2017 16:07:12 +0000 http://www.september-online.de/?post_type=project&p=2883

Caught up in cable clutter

Objective

to develop a simple and intuitive set of instructions for installing a router

Why

People find instruction manuals disconcerting. The directions lead them into a world of complexity, which is the last place they want to be. The customer focus is on using a product, not on how to set it up. september was approached by a telecommunications provider to provide insights and layout recommendations to help develop an intuitive set of instructions for installing a router.

How

We installed a living room wall in our studio, complete with the usual tangle of cables and wires. Using participatory observation followed by in-depth interviews, september identified the typical problems linked to installation, and how best to resolve them.

What

Based on the analyses from september, our client was able to develop realistic visualisations along with motivating signals and codes to reduce the complexity, facilitate understanding and make the customer feel supported in the event of problems.

]]> Kids just wanna have fun https://www.september-online.de/en/project/kids-just-wanna-have-fun-en/ Mon, 06 Mar 2017 16:06:50 +0000 http://www.september-online.de/?post_type=project&p=2880

Kids just wanna have fun

Objective

to understand the children's worlds of today for the launch of a new hot chocolate drink

Why

A renowned soft drinks manufacturer commissioned september with research into the expectations that parents and children place in typical kids' products. These insights were to ensure a packaging design capable of attracting maximum attention.

How

In-home interviews in which children's rooms were viewed, followed by product tasting with mothers and children aged 6 to 10 years.

What

Specific definition of an attractive children's world within the context of packaging and product architecture, which gets both mothers and kids on board and can assert itself at the POS.

]]> On an equal footing with demigods https://www.september-online.de/en/project/on-an-equal-footing-with-demigods/ Mon, 06 Mar 2017 16:06:31 +0000 http://www.september-online.de/?post_type=project&p=2878

On an equal footing with demigods

Objective

to identify market openings for a new surgical product for doctors.

Why

A medical hardware supplier commissioned september to survey doctors with the aim of identifying any drivers and barriers within the target group prior to launching the product.

How

september carried out separate focus groups with patients and doctors. The research with the doctors called for particularly rigorous technical preparation on the part of the moderators, ranging from introductory workshops to sitting in on surgical procedures.

What

september recommended that the product be launched. The research findings helped our client develop a discussion guide and compile information to support the doctors when consulting discerning patients.

]]>