Category Archives: MavenMagnet

Ethnographic Insights from OTT Viewership: A MavenMagnet Case Study

The surge in OTT platforms has witnessed a shift towards individual viewing of content that caters to personal choices. Analysis of target segment’s viewership preferences can yield valuable insights for brand’s content strategy. With the intent to understand the drivers of enduring customer loyalty among millennials, we analyzed the two most-rewatched television series of recent times – F.R.I.E.N.D.S. and Schitt’s Creek.

Here are some key insights:

[Relationships] What is the millennial fairy tale?                                             

Consumers are no longer looking for utopian versions of love, friendship or family values. Mature and realistic relationships among self-aware characters who were willing to accept each other’s flaws resonated with over 60% of the fans. Non-toxic, balanced and often imperfect relationship is what they crave for!

[Value Drivers] What kind of brands are they likely to stick with in the long run?

Optimism has been the cornerstone of repeat viewership. Over one-third of the fans acknowledged that the positive vibe of the shows offered a refreshing escape from the negativity in the world around them, and offered hope after a hard day at work, or in times of grief, depression or heartbreak.

[Opinion & Beliefs] What do they feel strongly about?

Diversity Normalization is the new definition of activism. This is evident from the appreciation of not just “acceptance”, but “normalized portrayal” of LGBTQ relationship and singlehood. The young consumer of today is not scared of making unconventional choices that prioritize individuality and personal growth over social norms.

At MavenMagnet, we analyze consumer conversations in the form of videos, images, text and audio across the globe in every language and dialect. We use a combination of AI and human intervention to extract data-driven insights while adhering to the most stringent industry and government privacy standards.

Targeted Listening for Actionable Insights

Brands seek insights from their consumers. While digital conversations form a great repository of insightful data, a key challenge is to extract the conversations among specific, and sometimes hard to reach, consumer segments to provide actionable insights. Our broad coverage of mainstream as well as industry-specific interactive platforms enables us to mine sizable sample of niche segments as well.

Over the years, we have been helping our clients extract and implement actionable insights while focusing on their target groups. We have done studies focused on segments such as surgeons and physicians including endocrinologist, oncologist and cardiologist, empty nesters, soccer moms, affluent consumers, caretakers of terminally ill patients, architects and small business owners.

For a glucose meter manufacturer, a research among endocrinologists revealed that competitor’s messaging around alternate site testing (forearm instead of finger) and small blood sample requirement was driving a misconception of superiority over client’s brand on two of the most critical drivers of choice. Modification in the communication strategy leveled the playing field for our client, and helped control the market share loss.

In another case, we worked with a personal computers manufacturer to optimize its pricing strategy for high-end PCs with Small and Mid-Size Enterprises as their target customers. We discovered that SME’s strongly preferred the warranty extension over rebate. Interestingly, the actual cost to the manufacturer for the rebate was 60% higher than the actual cost of the extended warranty. Our client switched their promotion strategy to offer an enhanced warranty and dropped the rebate offer and witnessed a significant spike in the bottom line.

At MavenMagnet, we have developed a platform to analyze data in the form of text, images, audio and videos in any language. Our ability to decipher noise and listen to your consumer base, while adhering to stringent data policies and privacy standards, will enable you to conduct customized analysis and get actionable insights to meet your business objectives.

MavenMagnet: Integrating Internal Data Sources for Rich Insight

Data overload is one of the key concerns faced by most businesses today. Business managers witness an explosion of data from a spectrum of sources ranging from customer support touchpoints such as calls, chats, emails etc., point of sale data, consumer connects (interviews / feedback forms), paid media data to sales data. This often ricks companies in becoming data rich, but insight poor. Our ability to integrate and analyze multiple datasets in our platform enables brands to get a 360 degree picture with actionable insights in a single consolidated study report.
For an electronic gadget client, we integrated digital conversation and e-commerce reviews with their paid campaign and point of sales data to help them with early ROI indicators to optimize their launch strategy. The brand was able to do near real-time launch optimization using actionable insights from the consolidated study.

For another client in the auto sector, we integrated digital conversations with audio conversations from their call centers for their on-going brand tracking. While brand’s global legacy of reliable engineering was the primary stickiness driver, the uninspiring experience at specific dealerships during test drives and servicing was the key reason for dropout. The client was able to leverage the stickiness drivers in their communication strategy, and address the need-gaps through systematic intervention at dealerships and service centers.  

At MavenMagnet, we have developed a platform to seamlessly integrate multiple datasets in the form of text, images, audio and videos in any language/dialect. Our ability to integrate data from multiple datasets seamlessly, while adhering to stringent data policies and privacy standards, will enable you get actionable insights to meet your business objectives.

MavenMagnet: Actionable Insights to Optimize Communication Strategy

Brands seek to be relevant to their consumers. Customized communication strategy that addresses consumer concerns while staying true to your brand’s strengths can make all the difference.

We have been helping our clients with their marketing communication strategies by discovering emerging trends in the category. The unique advantage of going back in time and establishing time stamps, combined with our ability to conduct in-depth analysis of purchase drivers, enable us to provide leading indicators of consumer preferences. Over the years, brands have implemented actionable insights to get tangible results.

We helped an auto manufacturer develop communication strategy for launch of their line-up of electric vehicles. Tracking consumer conversations around electric vehicles revealed that the total carbon footprint of the vehicle and inadequate recharging infrastructure were consistent detractors for the category. Communication around longer range per recharging, nationwide recharging stations network, and plans to power these stations using renewable energy sources were some of the action items that were derived from the research that helped in improving brand consideration.

In another case, a trend scoping research for a baby food company revealed that misconception of higher sugar level vs. competition and absence of ARA/DHA were growing in importance quarter-over-quarter. The client promoted the low sugar content percentage and the presence of ARA/DHA through packaging changes and advertising across platforms. This led to a significant improvement in the consideration scores for the brand.

At MavenMagnet, we analyze consumer conversations in the form of text, images, audio and videos across global digital platforms in every language. We provide holistic understanding of the brand and its consumers while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Actionable Insights for Market Positioning

In today’s world where multiple options are available in pretty much every category, brands need to stay relevant and differentiated to drive brand choice for consumers. A unique and targeted market positioning strategy, addressing gap areas while staying true to your brand’s strength can make all the difference.

We have been helping our clients with their market positioning strategies by uncovering the top consideration factors in the category and discovering the whitespaces to address consumer needs. Our ability to conduct an in-depth analysis of consumers’ value drivers and their linkages with the purchase drivers has helped marketers in improving relevance and preference for their brand. Over the years, brands have implemented actionable insights to get tangible results.

We helped a banking firm position itself as the payment platform of choice for mid-size enterprises. Analyzing the conversations among financial decision markers in these companies revealed that customer service, primarily driven by after sales service, was their biggest pain point and a gap area not addressed optimally by any firm in the market. Further deep dive analysis uncovered that lack of responsiveness and personalized attention to customer’s needs led to the dissatisfaction with after sales service. Our client used these insights to take corrective action with their call center support and launched an on-site support program, resulting into highest CSAT scores in the industry within a span of three quarters.

In another case, we worked with an electronic products company targeted towards 18-34 year old consumers to develop distinct market positioning. Our study revealed that “expertise” is a key driver and an area where the brand was stronger than its competitors. Expertise also had a strong alignment with the company’s image of developing products for professionals. Leveraging the study insights, the company positioned the brand on expertise that enabled them to successfully own a relevant insight space in the category.

At MavenMagnet, we have developed capabilities to conduct market research in every country across the globe in any language. We use innovative analytical techniques to extract data-driven insights while adhering to the most stringent industry and government privacy standards.

Category Campaign Audit with MavenMagnet

As marketers gear up to develop their annual marketing calendars, a slew of data is gathered to understand what would resonate with their target consumers. In order to cover all bases, it is important to look back on what has and hasn’t worked not just for you, but also for your competitors.

Over the years, we have been conducting annual campaign audits to help brands with their communication strategy. Our KPIs measure campaign effectiveness in a manner that has a direct impact on driving consideration and purchase. Exhaustive indicators such as engagement, sentiments, paid, earned and organic reach, brand association, and media coverage measure effectiveness of every campaign element not just with consumers who are actively engaging with the brand, but also among consumers who are coming in contact with the brand messaging in a passive manner, in-turn measuring the campaign’s impact on the market performance of the brands.

Our experience in doing campaign audits spans across categories. By discovering and analyzing the top campaign triggers in each category, we helped brands with actionable recommendations around the consumer moments, impactful campaign types and engagement destinations that can be leveraged to build deeper engagement with their target consumers.

At MavenMagnet, we have developed capabilities to conduct market research in every country across the globe in any language while adhering to the most stringent industry and government privacy standards. We analyze conversations in the form of text, images as well as videos to provide complete coverage of a brand’s campaigns.

Define and Measure your Brand Purpose with MavenMagnet

The global pandemic has made brand purpose more important now than ever. Socially conscious consumers expect brands to rise up and be more responsible. They trust brands that deliver not just on their products, but also on community issues. This makes it as important for brands to measure and benchmark their performance on brand purpose, as they do on other product category attributes.

Brands have a plethora of choices when it comes to picking CSR initiatives ranging from social issues such as embracing diversity, education efforts, and fighting poverty to environmental initiatives such as carbon footprint and climate change. The challenge is to identify the purpose that resonates with its consumers. At MavenMagnet, we have the ability to develop psychographic profile of consumers following their digital footprint across platforms. This helps us understand their values and opinions, and identify the causes and social issues that matter to them. Quantified measurement of voice of consumers also lets us track the level of association and trust consumers develop towards a brand over time based on its brand purpose initiatives.

By mapping the value drivers of the core target segment, we have helped an auto manufacturer pick CSR initiatives focused on veterans support. Subsequently, we also measured the impact of various initiatives such as hiring veterans, special discounts to military families, and vocational training drives to understand their impact on building brand trust, and helped optimize messaging around their programs.

We worked with a technology brand to validate LGBTQ support as a relevant cause and helped develop and track their CSR program around it by identifying specific initiatives such as Pride Month participation and LGBTQ workplace inclusion initiatives that demonstrated high emotional association with the consumers.

At MavenMagnet, we analyze consumer conversations in the form of text, images as well as videos across global digital platforms in every language. This provides us holistic understanding of the brand and its consumers while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Research without Transitory Bias

When you want to understand the consumer trends for making long-term decisions such as product lineup or positioning strategies, the importance of eliminating biases stemming from transient issues cannot be discounted. If the present-day consumer viewpoint is severely altered due to macro-economic issues such as the pandemic, how can marketers get unbiased answers to critical research questions?

Using our innovative technology for conversation research, we can go back in time and restrict the sampling to specific start and end dates. This helps us remove transitory biases and enable clients make sustainable and future-proof decisions. More recently, using insights from the pre-COVID period, we conducted a whitespace mapping exercise for a leading home improvement brand that fed into their new product innovation strategy, worked with a food & beverages giant to understand the in-home category usage behavior for their communication planning, and conducted an ethnography research to discover and define distinct consumer segments for a consumer packaged goods company.

We analyze all forms of consumer data including text, videos, and images to provide data-driven quantified insights from the period under the lens. At MavenMagnet, we have developed capabilities to conduct market research in every country across the globe in any language. We use innovative analytical techniques to extract data-driven insights while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Actionable Insights for Product Innovation

In today’s world where consumers have multiple options in pretty much every category, innovation is the key to stay relevant and differentiated.

We have been helping our clients with their new product launch strategies by providing insights in areas ranging from new product development to launch communication strategy. Our discovery-based approach gives us an edge in the domain of whitespace mapping and ethnographies. Over the years, we have helped a bank design and launch a credit card targeted towards travel enthusiasts, worked with an auto manufacturer to provide granular attribute-level category insights to prioritize and highlight features in the next version of their flagship vehicle, and helped an established personal care company uncover insights and cultural nuances to launch their product in a new international territory, to name a few.

Our ability to segment consumers by their behavioral or psychographic profile enables us to identify the target segments, define their personas, and understand their attitude and behavior towards a specific category. A deep-dive analysis of consumers’ value drivers and linkages with their purchase decision-making process uncovers insights that can be leveraged by marketers to improve relevance and preference for their brand.

At MavenMagnet, we have developed capabilities to conduct market research in every country across the globe in any language. We use innovative analytical techniques to extract data-driven insights while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Optimize Brand Association in Campaigns

In today’s cluttered advertising world, it is more challenging than ever for brands to establish a relevant differentiation in the minds of consumers. While functional, sensory, and emotional attributes continue to drive brand relevance, our research across categories over the years have demonstrated a significant increase in the importance that consumers place on how brand’s social values align with their own.

To account for this emerging trend, many brands have started including CSR-led campaigns (around topics such as community welfare, eco-consciousness, and gender equality) as an important component of their mainstream advertising and communication strategy. In times like today, when the media is flooded with CSR campaigns around one single topic, how can a brand succeed in leaving a lasting impression on consumers?

Very often we have seen consumers register a campaign, the featured celebrity, the characters, and the theme, but do not associate it with the brand. In order to help marketers optimize their campaigns, MavenMagnet campaign evaluation metrics accounts for brand association of the campaign as an important element along with others factors such as reach, engagement, and sentiments. Our conversation research technique analyzes consumer conversations around a brand and its integrated campaign. We quantify the impact of each campaign initiative on the brand’s imagery to extract its association with the brand. Our data-driven metrics provides actionable recommendations to help brands enhance impact of their campaign and achieve maximum return on investment.

At MavenMagnet, we have developed KPIs with exhaustive industry benchmarks to measure campaign effectiveness in a manner that has a direct impact on driving consideration and purchase. Our quick turnaround time can help you optimize your existing campaigns in real-time.