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