DigiFaces
Using blogging to generate real consumer insights
Our proprietary multimedia blogging site reveals genuine consumer insights for brand-owners.
The challenge
Create consumer insight tool using new media
Our clients want to know what motivates the purchasing decisions of their target audiences. To help them achieve these insights, we try to find better ways of revealing the complex factors that drive consumer choice.
Our goal is to bridge the gap between statistics and human interaction so we can truly understand people's lives. New media buzzwords like blogging and text messaging are on the lips and screens of clients and consumers. Yet qualitative research has remained largely the same since the 1960s without adapting to this new technology.
We challenged ourselves to create a new qualitative consumer insight tool that uses new media to delve deeper into consumer behavior and deliver actionable insights for brands.
Our insight
Blogging delivers relevant insights within an instant community
We wanted to create a new form of research that mimics the way people use media today. Our first project - Digital Moms - involved inviting mothers to use blogging to record how they engage with technology. It created an instant community of mothers who chatted as if they were lifelong friends. Like a conventional focus group, it enabled us to eavesdrop on consumers, but with the added advantage that relative anonymity made it easier for the participants to show their real feelings.
The success of this project proved the power of blogging as a research methodology - it reveals highly personal insights through the communal empathy of a social network.
Our solution
Build secure social networking site for consumers to discuss brands
We built our own secure blog site that, by actively engaging consumers, enabled us and our clients to gather real consumer insights.
DigiFaces uses sophisticated technology to create a simple and user-friendly interface. We can stimulate discussion on any brand, category or product while enabling participants to express their opinions freely. It delivers the right functionality for each user group. For consumers, it operates as a social networking site. Clients can view consumer input discreetly. And our teams use it to create insightful communications planning.
It's not just words. We can upload video and stills for participants to review and provide feedback. We often ask our participants to make videos about their everyday lives (relevant to the research), which we edit into mini-documentaries to help keep the research 'alive'.
DigiFaces has rapidly become an effective multimedia blogging tool that engages consumers and delivers fascinating insights into how they think, feel and act.
The results
Delivers powerful consumer insights in any market
- Key business tool and revenue generator
- Local versions rolled out in China, Germany, Spain and the UK
- Popular with consumers and clients
