2. Introduction
There is no algorithm that can find deep human insights. It
take a human to do that.
At Curiosity InsightStream we rely on machines to do what
they well; finding, sorting and grouping. And we rely on
humans to do what they do well; identify pattern, see themes
and recognized deep human insights.
4. Brand Mentions
4
Conversation Discovery
The common approach to using social media is to
look for brand mentions. And while that has some
value its like a dog hearing her name but not
understanding the real conversation.
We seek to go deeper into the life of the
consumers. We seek to understand the human
context, the emotions and the meaning.
5. Perfect for
line extensions,
brand protection,
monitoring digital
campaigns
Perfect for
Break Thru,
White Space
Ideation
BrandMentions
Consumer
Conversations
5
By focusing only on brand mentions
the vast majority of the consumer
conversation goes unheard.
Conversation Discovery
6. 6
Verbal and Visual Ethnography
The social media conversation presents
consumers in their life, unfiltered and often
uninfluenced.
Leading to a virtual ethnography available 7
days a week, 24 hours a day.
8. The InsightStream®
Process
8
Category/
Brand
Category
Echoes LifeEchoes Insight
Starters
Sticky
Insights
Standard tools such as
Sysomos or Netbase is
used to do keyword and
natural language
searches. The searches
include relevant brand
and/or category
keywords.
The machine (Sysomos)
spits out directly
connected to the initial
search terms. This is as
far as most brand
reviews go. However,
this is just the doorway
to deeper, emotional,
echoes.
1 2 3 4 5
The consultant evaluates
the results of the
second iteration of
searches looking for
rich areas of emotion,
meaning, motivation and
barriers.
The consultant writes a
short description that
puts the Themes into a
Human context and
brings to life the most
valuable themes.
The consultant then
writes a single,
memorable phrase that
captures the essence of
the insight while
keeping it in the Human
Context.
12. 12
Example Posts
The appearance in Flickr of “bad ass”
images, revealing girls ready for Nerf
battle indicated an audience was open
to communication or innovation of a
new product for them.
14. The Challenge
14
On March 23rd, 2012
The Hunger Games
Movie opened.
The review of the social
conversation indicated a
connection to game play and The
Hunger Games fandom.
16. 16
InsightStarter
Nerfin’ Girlz are more than girls playing
with a toy. Nerfin’ Girlz are about power,
confidence and self-sufficiency. These girls
have read or watched stories like The Hunger
Games, Divergence and The Golden Compass.
They’ve grown up watching their brothers and
friends pattern their play after their heroes
and now its their turn. These girls are
ready for life’s battles and their looking
for someone to arm them.
Nerfin’Girlz
17. Insight Implicaitons
Communication:
By using the language
(both literal and visual) of
Hunger Games a connection
with girls could be
established.
Innovation: By
connecting a product (i.e.
bow and arrow) with the tone
and context of Hunger Games
a market (Nerfin’ Girlz)
could be grown.
Nerfin’
Girlz
17
18. And then…
18
In March, 2013, Hasbro launched the Nerf Rebelle line of
Nerf blasters including a Hunger Games inspired bow and
arrow, called the Heartbreaker.
https://www.youtube.com/watch?v=LmB_S1F96nY
View video at:
19. InsightStream…
19
Leverages emerging
technology to gain deep,
global insights?
Drives down the cost of
research by approaching
it in a smarter way?
Anticipates consumers
behavior by offering
actionable human insights.
