Qualitative | september https://www.september-online.de Strategie & Forschung Wed, 30 Aug 2017 07:53:01 +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 Qualitative | september https://www.september-online.de 32 32 TV commercial – gorilla felled by a dress https://www.september-online.de/en/project/gorilla-vs-dress/ Wed, 30 Aug 2017 07:52:43 +0000 http://www.september-online.de/?post_type=project&p=4678

TV commercial – gorilla felled by a dress

Objective

to analyse the advertising effect of a TV commercial and provide recommendations for the creative process.

Why

A commercial being run by a mail-order fashion retailer had come under fire in consumer surveys for its clichéd image of women. A thorough check of the commercial was carried out using heart-facts research.

How

At the most exciting moment in the commercial, the endorser interrupts the flow and steers attention towards a single detail – the dress being advertised. Although this scene was viewed very critically in the interviews, the emotion research revealed the crucial twist here: the endorser interrupts the flow because she is setting her own priorities and thus proving to be a strong personality and attractive role model.

What

Concrete learnings for company and agency as to what makes this commercial a success from a psychological point of view and measurable benchmarks for the production for further designs.

]]> 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

]]> Depth psychology: we welcome contradictions https://www.september-online.de/en/project/depth-psychology/ Mon, 06 Mar 2017 16:13:01 +0000 http://www.september-online.de/?post_type=project&p=2914

Depth psychology: we welcome contradictions

Objective

We want to drill down to the simple truths deep within people’s psyche, as these help us to explain consumer’s outward behaviour.

Why

Our behaviour is the result of an inner dialogue between our instinctive core, ‘Me’ and our outer, socialised shell ‘I’. The two entities ‘Me’ and ‘I’ describe the two hearts beating within us, which are virtually always in conflict with one another. This is also true for our decisions as consumers, where we are always seeking balance and calm.

How

Based on the psychodynamic ‘Me & I’ conflict model, we establish a structured understanding of  people, markets and brands. Only those brands and products which can provide attractive answers to relevant conflicts can win through in the long run. 

What

Our consumer insights describe a relevant mental conflict which is crying out for treatment. We frame these in insights in the form of stories as the most natural way of understanding the world and learning new things.

  • No story without drama.
  • No drama without tension.
  • No tension without conflict.
  • No added value without conflict resolution.
]]> 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.

]]> Not everything looks good: optimal packaging design https://www.september-online.de/en/project/packaging-design/ Mon, 06 Mar 2017 16:11:50 +0000 http://www.september-online.de/?post_type=project&p=2908

Not everything looks good: optimal packaging design

Objective

to evaluate the impact of a new packaging design based on objective emotional indicators.

Why

september was tasked with testing a novel dessert cup. The client wasn’t just interested in usability but also in the influence of the pack on the emotional appeal of their long-standing traditional brand.

How

 We carried out heart.facts emotion research in four stages:
1) Measurement  with the help of a 3-D model
2) Measurement of the haptic prototypes
3) Measurement of reactions to the emotional brand profile before and after contact with the pack
4) In-depths to clarify the causality between measurements and the emotional experience (‘story’)

What

The client received insights that went far beyond the usual design and UX studies. Using objectively gauged KPIs, it was then possible to compare the new pack with other packaging in terms of usability and the brand lift achieved.

]]> Fish – the alien on our plate https://www.september-online.de/en/project/fish-the-alien-on-our-plate/ Mon, 06 Mar 2017 16:11:30 +0000 http://www.september-online.de/?post_type=project&p=2906

Fish – the alien on our plate

Objective

to come up with new stories for the positioning and product development of fish dishes.

Why

A supplier of food products wanted to gain a better understanding of how consumers approach and perceive fish as an everyday food, with a view to boosting the attractiveness of its range of deep-frozen fish.

How

In a multi-stage process, we visited the consumers at home, accompanied them as they prepared and ate fish dishes, and then conducted in-depth interviews.

What

We are a culture of meat eaters, not fish eaters. In eating meat, we incorporate into ourselves the strength of the animal, whereas our perception of fish tends to be one of slippery ‘aliens‘ that live underwater.  Our client received essential insights into how to overcome psychological barriers towards fish and render the consumption of fish more attractive via better product presentation.

]]> The power of small data https://www.september-online.de/en/project/the-power-of-small-data/ Mon, 06 Mar 2017 16:10:44 +0000 http://www.september-online.de/?post_type=project&p=2903

The power of small data

Why

The things that people say in a survey or the way they behave in a test studio often don’t equate to how they really think and behave. It takes a deeper dive into the consumer’s world to know what really makes them tick.

What

Our clients receive insights into the experiential world of their customers which in artificial interview situations would remain hidden or impossible to express verbally. Safari Workshops provide an entertaining opportunity for us to impart all relevant facets of the target groups.

How

In ethnographic interviews we accompany the test persons in ‘real life’: we visit them at home and gain first-hand experience of their household, home furnishing and home styling. Ethnographic interviews are also conducted in the workplace, at hobby locations, etc. – in fact anywhere the test persons live their lives. The focus is often on details (‘small data’) that say more about the test persons than any number of statements. During these sessions/safaris, we’re careful to select the right individuals, as there’s nothing more important for a spontaneous, authentic experience than conscientious preparation on our part.

]]> Tool: Brand TAT https://www.september-online.de/en/project/tool-brand-tat/ Mon, 06 Mar 2017 16:10:28 +0000 http://www.september-online.de/?post_type=project&p=2901

Tool: Brand TAT

Why

Customary projective brand evaluations try to project brand attributes onto people, lifeworlds, or even animals. However, if the report only offers up descriptive personality traits such as “Brand X is 30 years old, a manager, someone who enjoys holidaying on Hawaii”, then the projective technique quickly becomes reduced to a decorative but meaningless accessory. Test persons have the tendency to attribute only positive characteristics to a brand (particularly when just 10 minutes have been allocated to this part of the discussion guide).

What

The Brand TAT enables productive brand characterisations to be deployed for brand stretching, brand analyses and positioning. While a brand may be sociable, spontaneous and contemporary, this can prove very counter-productive in the context of dark chocolate, for example. A projective technique such as september’s Brand TAT always keeps the category context in mind to come up with evaluative statements rather than impressive-sounding but empty words.

How

Instead of paring down brand images to personas without a context, our Brand TAT allows us to show not only the tonality of the brand but also its psychological function within the category. Using a validated set of pictures (whose conscious and unconscious attributes are known to us), test persons assign to the brands what they consider to be matching pictures. The functional psychogram of a brand can then be unlocked from the ‘secret’ picture attributes.

]]> 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.

]]>