This model discovers needs and motivations that give rise to the existence of the sector in question and has potential to shape it. It also investigates when and from which channels the consumers are more inclined to perceive the messages. The research is like a reference book that any company should revisit with regular intervals. It offers a clear snapshot of the position of your brand in the sector by revealing what the unattended areas are and how correctly the brands in the marketplace could target those needs and motivations.
Every single element of a brand used in communication has the potential to carry the brand to different points in the mind of the consumer. This is why what the brand stands next to matters. AdBright™ reveals the way the communication is analyzed in the consumer's mind, the impact that each communication element has on brand perception, and the level of attention it evokes on the part of viewer. As a result the ad is optimized in a way to manage perceptions and attention correctly. As your ongoing communication is tested, the cumulative data collected over time becomes powerful enough to shape your overall communication strategy.
New age research model developed by FutureBright and Cogitem combining brain profiler module & real behavior data.
Is the only non-declarative research model that analyses consumer attitudes and actual behavior with a holistic approach.
First attitudinal triggers are determined and brain auto pilot de-coded.
In the next stage the footprints left by the same target profile at different channels are analyzed in order to determine the actual behavior.
The model helps you understands the marketing activities and touchpoints which are creating the highest return on your marketing investments (ROMI), and helps you steer your marketing investments towards the activities and touchpoints which create the highest ROMI and optimize the effect.
CrashBright™ operates with a dual function. On one hand, it unleashes the most attractive aspects of your product and your communication messages and on the other hand, it pinpoints the risky elements that could lead to loss of your existing customers.
CrashBright is a "creative cross-debate"model and the technique is based on the two groups debating under the leadership of 2 moderators.
Teams are placed in different rooms to develop a thesis under the leadership of their own moderator.
Teams are given 30 minutes to prepare.
During the time the participants are motivated by their moderator. The arguments of both side are presented at the end of the time, and the ideas discussed.
Therefore, it sheds light on your strategies to win over potential customers and retain existing ones.
It's a combination of insight group discussions, idea development and concept generation workshops. It aims to instantly introduce brand new ideas to your brand by bringing research, brand and advertising teams together on a synergistic and creative platform. The process starts with focus groups geared for gaining insight following mutual exchange of information.
The process continues with special games and techniques used by brand and advertising teams aiming to generate ideas. The ideas in the pool are tested and selected in focus group discussions and the most favorable ones are fine-tuned becoming the winning concepts. CreativeBright™ cuts down the process of new product and new concept development into 3 days when otherwise it may last for months.
Theconsumer's own statement is the most important one of data gathering methodologies in research. However, evaluating people's mental and emotional states based on statement only does not bear accuracy due to four reasons:
DeCodeBright is a model developed in cooperation with Synergon. It is implemented via online neuroscience modules. It is a program which analyzes the brain mechanisms that trigger the purchasing behavior of consumers.
DeCodeBright primarily analyzes the functioning of brain mechanisms in order to facilitate the interaction with the customer.
It does not only analyze the reactions of the participant to visual stimuli, but italso looks into number of trials, reaction times, and number of errors. Themodules are "non-declarative". While identifying the profile, it does not ask the consumer "Who are you?". It creates a "brain map" based on psychographic analyses and determines the profile.
After the profiles are identified, questions regarding behavior are asked as questions on WHO and ATTITUDE are not required any more in a quantitative or qualitativestudy.
In the qualitative phase, this is supported with a group in group logic. The mystery researcher planted among the participants implements a hypothesis test knowing the real profiles of the consumers in advance.
In quantitative research, however, other than gathering primary data, the traces left by the consumer during the behavior phase are also analyzed and the results are supported with actual behavior modeling.
InFashionBright™ is a new pre-test model we have developed for multi-faceted collection testing before a newly designed collection hits the stores.
Our research model evaluates the collection in terms of general acclaim, trendiness, differentiation, effect on the brand equity, competitiveness, perceived target audience, price-quality balance and the display of the same in the shops.
InFashionBright™ uses unique creative techniques during the exposure such as personification and exaggerated dramatization. These techniques are completely custom-designed by by FutureBright creative researchers.
InFashionBright™ is not static. Haute couture constantly evolves. The definition of trendiness changes constantly as well. With this changes going around, our model also develops, evolves.
Our model will give you a deeper understanding of the key changes in today's fashion world, what the consumer expects, how the consumer reacts to emerging trend. The insights will help your brand continuously update strategy in order to maintain a competitive edge.
With the introduction of our model, we have been commissioned huge research projects by Turkey's giant fashion brands and retailers.
By unfocusing groups, we do not mean free flow focus groups.
What we mean is unfocusing from "what they have already decided for" & Focusing on "how people make decisions".
Why do we believe in "how" before "what"?
There is no absolute measure of worth for the human brain.
The human brain thinks in benchmarks. Thus when the research defines the benchmarks / the set of brands, it defines the borders of thinking.
For example, participants will assess a brand of chocolate only by comparing it with another chocolate. A research program, which makes the consumer think only in a limited reference framework (chocolate with chocolates), cannot generate "out of the box" insight.
We unfocus when we remove the present focal reference points and make them think in a wider reference space.
Today, the main challenge of technological solutions and designs is the usability standards they offer for the customer.
The consumer who wants to use digital designs with minimum effort and maximum joy, never gives a chance to designs that are not user friendly.
However, designers look at the big picture when creating a digital solution such as web design/micro site/application /mobile phone interface and even remote control and ignore the little details that could ease or complicate the pathway of the consumer in the tested platform.
The consumer does not give a chance to designs that can't be intuitively comprehended and have a long learning curve.
The name of a tab, the location of a simple button, a little detail in design of an interaction or even the text font can affect the success of the digital solution.
The focus of our model is not on reducing the number of clicks but rather on increasing the ease of utility. It helps construct a user interface that is easy and pleasurable to use.
The moment we have launched the model, it became a big hit in the Turkish market. We have been continuously commissioned usability projects ever since. In addition we hold an agreement for testing the digital solutions of a Telecom giant in Turkey.