PULSAR AUDIENCE INSIGHTS WORKSHOP
Every day, throughout boardrooms of all companies, a number of people argue about the customer needs and wishes. It is an opinion against opinion.
Not a single good idea was created without an argument about it. The important part of the process is, how do you proceed next?
One of our rules in the Kontra brand studio is “I think” is not an argument. Every time when we are working on a new strategy, we are underlaying our opinions with proves and verifying our hypothesis. For such verification is Pulsar Audience Insights the best possible tool. We are offering you this exclusive aid, as we are the only ones having access to Pulsar in Eastern Europe.
So, what kind of information can you actually acquire using Pulsar? Let's imagine this situation. You are trying to figure out your social media content strategy. Your advertising agency says your target group loves kittens. You think that your target group loves puppies. Who is right? We can measure that using Pulsar.
We offer a one-day workshop in which we will guide you through the whole new level of information of which you could have only dreamed of before.
Connecting Analytics and Artificial Intelligence
But now seriously - how does Pulsar work? Pulsar collects data analytics from your social media and publicly available conversations and content from users on Facebook, Instagram, Pinterest, Twitter, Youtube, and Whatsapp. It also adds data from your site's analytics, collects all of your keyword or brand references across all of your Internet news, blogs, and discussion forums. It even monitors reviews, for example TripAdvisor.
Such a complete analyst will not offer you any other tool. On top of it, we have access to one of the best artificial intelligence in the world - IBM Watson. It can transcend content and conversation to recognize emotions, tone and can map the distribution of content among influents. IBM Watson can even recognize what is in the pictures and the content context to determine the situation in which the content arises-for example, whether the person is on the street, at the bar, or at home in front of the television.
So how can you use Pulsar?
1) Brand monitoring and positioning completely in the digital environment. The key role of the brand is to differentiate, so we can compare what words are most often used by competitors, what pictures, formats, colours, and what are the target group's reactions to specific kinds of content. All this can be compared with your own channels. This will help you create a competitive content strategy.
2) Prospecting themes - on a specific target group, we can examine trends in specific keywords, how they develop, how do people feel about them, and what are, for example, related images or emoticons. We can see how much they interact with specific media outputs and whether they have a positive or negative reaction. This will help you update your campaign topic, for example.
3) Product development - in a particular target group or region, we are able to monitor how the frequency of topics in a particular product segment evolves, what people are talking about and with what emotions. Together with this, we are able to analyze reviews on different portals. The result might be required inside for the creation of a new product or product line or flavor.
The Pulsar Audience Insights Workshop is designed for brand managers of large brands who want to verify the correctness of the strategy or the hypothesis of consumer behaviour and opinions with quarterly regularity or ad hoc. It is also suitable for the separation of market research and product development.
Worldwide brands already using Pulsar Audience Insights:
What is going to happen during the workshop?
Kickoff meeting - together we will find out what questions you are facing and what analytical method we are able to answer with Pulsar. Together, we create specific hypotheses.
Prospecting - we need to estimate how much data we need for the survey. Based on the prospecting you will get a specific Cost Estimate for the workshop. For 150,000 mentions or keywords, its price is set at about 150,000 CZK.
Research - before the workshop itself, we will spend several days preparing data for so-called clusters. So at the workshop, you're coming to pre-prepared and cleaned data that's easier to work with.
Workshop - an intensive one-day workshop, during which we will at first introduce data clusters that lead to the first conclusion. Together we dive into the data and examine insights and concrete strategies.
Follow-up - a complete summary of all insights as well as backgrounds in the form of statistical summaries and arguments.
Check-up - for the next 3 months, you have the option of having a consultation with us and we can inspect Pulsar together, so you could come up with additional questions.
Are you interested in a workshop? Get in touch!
What have we found out using Pulsar?
Have a look at some of our case studies:
Do you want to get your strategy to the next level?
The Kontra brand studio helps larger and smaller brands and institutions become unforgettable. Perhaps this fate awaits you. Get in touch!