Brand Noise

Invitation to Youth & Sports Study in Japan

日本におけるスポーツの意義とその未来に関するリサーチに関心をお持ちいただきありがとうございます。

Wanted: 15 sports-inspired people, ages 13-24, to photograph and interview

Where: Osaka & Tokyo

When: April 17-24, 2013

We want a glimpse into your passion for sports. Please join with a sports-minded friend. We will interview and photograph friends individually and as a pair. Each chosen participant will receive a 20,000 yen thank you. You will be photographed by a globally respected photographer.

Sports include, but are not limited to, football, baseball, basketball, track & field, yoga, running and general fitness and gym activities. We are looking for all ranges from bukatsu to casual involvement.

You must be between ages 13 to 24. If you are under 18, your parents will need to be contacted for permission. If you are interested, tell us why you should be part of this study, please email your passion for sports, 日本におけるスポーツの意義とその未来に関するリサーチに、なぜご自分が参加者として適切か聞かせてください, and a photo to recruit@scenariodna.com as soon as possible. 

We will reply with details.

Thank you!!!

ニューヨークに拠点を置く私たちシナリオDNA（scenarioDNA）は、文化的識見を提供する企業です。詳細については、www.scenariodna.comをご覧ください（英語のみ）。私たちは現在、日本における若者のスポーツの意義とその未来についてリサーチを行っております。４月１７日から２４日まで、私たちは皆さまと同じようにスポーツや関連分野の活動に携わる１３歳から２４歳までの若者たちにインタビューと写真撮影を予定しております。彼らに出会い、現在の活動について話を聞き、彼らの視点について学びたいと考えています。このリサーチは、東京に支店を持つ世界的な広告代理店とのコラボレーションのもと進めており、その目的は商業的なものではなく、純粋に学ぶことを目的としています。私たちは、東京と大阪で１５名の参加者を選び、対象となった参加者の方には２万円を支給致します。また、参加者には同様の活動に関わるお友達もご紹介頂くようお願いし、その方が私たちの審査基準を満たす場合にも２万円をお支払いします。また、対象となった参加者には写真を添えた日記の投稿など、ちょっとした宿題もお願いします。一部の参加者には、広告代理店で開催するエキサイティングなワークショップへの参加もお願いするかもしれません。１５名の参加者を決めるため、以下のアンケートにご協力お願いします。今後アンケートに関して連絡させて頂けるよう、ご自身の連絡先も必ずご記入ください。ご質問などありましたら、お気軽にお問い合わせください。私の連絡先はこちらです；
シナリオDNAリサーチディレクター（research director, scenarioDNA）　
マリー・レーナ・トゥポット（Marie Lena Tupot）
アドレス；marielena@scenariodna.com
オフィス住所； 41 East 11th Street, 11th floor, NY NY 10003,　USA

Research /Reboot 1.0

Research /Reboot

View more documents from Tim Stock.

Transformer Generation: Cultural Context Required

The Transformer Generation from scenarioDNA on Vimeo.

We're launching our position statement on the Transformer Generation. The gist is this:

 

For the kids who played with Transformers twenty-odd years ago, the story has fluidly evolved into a tale of open-source collaboration, new globalism, a currency of culture, eBay economics and mash-up. In this new narrative, the impact of technology blurs the lines from urban/suburban and east/west making cultural context more critical now than ever before. The Transformer Generation is a game changer. They won’t become us. They’ll change us.

 

Go to the site.

http://www.transformergeneration.com

 

Download the press release.

http://tinyurl.com/n3srk7

 

What GTA Can Teach Us About Connecting With Consumers

A preview of an upcoming presentation at Forward '09: Brandologie conference in Portland, Oregon on June 3rd. 

View more Microsoft Word documents from Tim Stock.

Understanding Gen Y Narrative: The Transformer Generation

View SlideShare presentation or Upload your own. (tags: culture marketing)

Trend Report: Green, Co-mingling Perspectives

Trend Report: Green, Co-mingling Perspectives

View SlideShare presentation or Upload your own. (tags: economy recession)

scenarioDNA grows context planning with mDive suite of research tools

I wanted to share our announcement about our upgraded suite of mDive mobile research tools.  We are very excited about the ways we are integrating these into our planning work.  Drop us a line if you have any questions.  You can learn more about the tools on our site at http://www.scenariodna.com.

New York, NY (July 7, 2008). No time like now has demonstrated a need for change in the research tools that we rely upon. Successful brands thrive on the nuances leveraged by pockets of influence, rather than the momentum formerly only gained by mass market appeal. Instead, today’s newly influential groups of consumers follow their passions in unique ways rather than what’s expected of them.

To understand them means to find the drivers that underlay their passions, and to be wherever they are. “To that end, when we looked for a technology partner it was critical to find one that was ready to ebb and flow with consumers as readily as we were,” says Tim Stock, managing director, scenarioDNA. “We found that expertise and flexibility in Neighborhood America.”

To define the ideal consumer narrative and see where a brand can authentically cast itself (or not) requires new immersive research techniques that underscore consumer mobility. The fact is, the mobile phone has become the most immediate and personal way to connect with consumers, no matter where they roam. Mobile communication, used alone or in conjunction with an online social network, can stimulate a deep connection to a consumer’s world.

The mDive suite of tools conceived by scenarioDNA and powered by Neighborhood America allows for that immersion, helping clients zero in on social networking and communication issues. “Without question looking at behavioral patterns now establishes a strategic foundation for the future,” adds Stock. The mDive suite of services includes:

1. mDive™ Mobile Panel -   custom panels engaged weekly or semi-weekly via mobile surveying
2. mDive™ Bluetooth  -  invites panel participation via strategic Bluetooth locations
3. mDive Trends™ -  custom or omnibus panels covering Green, Luxury and Entertainment
4. mDive Generations™  -  custom or omnibus panels covering Boomers, Gen X and Gen Y
5. mDive PushToPoll™  - an add-on cellphone widget for panel members of ongoing studies

Redefining Luxury: From Excess to Stealth

| View | Upload your own

scenarioDNA building enterprise intelliVillages

Just wanted to share some of the stuff we’re doing on the scenarioDNA side of thing:

We’ve been talking with Neighborhood America for years about its enterprise social network solutions. And at our clients’ urging, we’ve finally decided to jump in and do something with them. In this case, we’re exploring networked consumer panels, and we’re calling the collective intelliVillage™.

The key to a dynamic intelliVillage™ is to populate it with consumers who are already engaging in behavior that is in step with the brand in question--looking beyond demographics and beginning at a point of passion. And that’s where we get our kicks—looking for the most engaged. People already engaged in brand-related activity can evolve into excellent brand facilitators, even if they’ve never met the brand before.

The coolest part is that now we will be able to homerun all data—from mobile polls to online surveys to ethnography--into one easily accessible bucket where it can be compared and contrasted giving all info equal weight.

Read the release. (Image: Model Village by BaseGreen.)

Because the age of the early adopter has begun to shift behind us, it’s critical to evolve the way we look at consumers.

Kiwee Reaches One Million Members

Just wanted to share something that we were part of:

In just six months, social expression site Kiwee has reached one million members; delivering 500 million IM graphics downloads.

The content is all free and includes postCards, graphics, emoticons, winks, display pictures, widgets and backgrounds for all major online communications platforms including Facebook, MySpace, Piczo, Multiply, Windows Live Messenger, Yahoo! Messenger, and AOL Instant Messenger.

"The teen and twenty-something demographic communicates with friends and family immediately on whatever platform reaches them fastest, and we provide expressive content that isn't available anywhere else on the Internet today," said Rajiv Jain, SVP and General Manager, Kiwee. "We know how people connect with one another based on our 101-year American Greetings heritage and our deep psychographic knowledge of this market, and these exciting growth numbers illustrate how our content resonates with young people all over the world."

Congrats!

Read the release.