Culture is mercurial, hard to pin down. Attitudes change. The accepted becomes unacceptable. The taboo becomes the norm.
If you don’t understand the cultural differences between markets or fail to respond to cultural change then culture can get between your brand and your market, so you lose touch and lack relevance.
Brands need to go with the flow. CultureBeat gives you the ability to build and nurture the connections between your brands and the ever-evolving cultural context in which they exist.
Our joined-up approach, applying cultural insight, semiotics and anthropology alongside innovative research techniques, allows brand owners to gauge and anticipate the emotional pulse of consumers. So your brands connect with the way consumers live their lives and make their choices.
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No matter how innovative or exciting your brand a poor reputation for safety, quality or reliability still means you just won’t be considered. But with so many brands now meeting consumers’ core, rational requirements, the choice between brands is most often an emotional one based on brand personality.
And there are many different types of winning personality: playful or serious; masculine or feminine; laid back or energetic. The challenge is to differentiate your brand in a way that resonates with your target segments. Only the biggest brands can occupy the centre ground.
We first test how well you compete against the best on rational system 1 measures, which we call Brand Character. Falling far short here really does reduce you to minority brand status.
We then examine how differentiated you are from your competitors on system 2 Brand Personality measures and how well you align with the personality ideal of your target market.
This innovative approach pulls apart brands that tend to travel together on conventional brand trackers and maps out the direction your brand needs to travel to widen its appeal.
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Free-form data can be a gold-mine.
Klondike is a brand new service from Simpson Carpenter that extracts the key themes and measures sentiment in any text data, whatever the source – whether in emails from customers, open-ended questions on surveys, text from product reviews or even the musings of digital influencers on Social Media.
Klondike combines cutting edge text analytics with expert consulting services to unearth valuable insights from text data. Results are provided through engaging online platforms tailored to your needs.
Klondike sifts through previously untapped sources of text data to provide the insight you need to improve your products and services, reveal new opportunities and build your brand reputation. And that’s pure gold.
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Information can be beautiful.
By using data visualisation it is possible for our clients to uncover patterns and observations that might never be apparent from looking at stats alone. Our visualisations turn data into a landscape. They become like a map: so you need never be lost. They generate insight and embed new directions.
From basic plots to creative infographics, we encourage clients to interact with data. We produce visuals which can be disseminated anywhere in client businesses, visuals which pop, which leap out and ultimately change minds.
And which you can access via device-friendly portals whether from your mobile, your tablet or your laptop. So no matter where in the world you find yourself you’re kept right up-to-date.