06 will-goodhand-brain juicer-digividuals
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DigiViduals™ - Robot Avatars
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DigiViduals™ - Robot Avatars
The ASC 30th September 2010
Will Goodhand
Juicy Evangelist, BrainJuicer
Unreliable witnesses…
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X 596Polls
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Just ask the pollsters…..
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Polls
(1988 - 2000)
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Social animals…
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A New Way of Looking…
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We Research
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We Research
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Definition of a great insight… 2 sides of the same ‘coin’
If your insight has
Resonance and Edge……it will have a significant
impact on the business.
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The oldest wisdom….
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…in the newest of forms
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Much more than tweets the eye….
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introducing DigiViduals™…
In very basic terms DigiViduals™ are robotic researchers programmed
to represent a particular type of person
conducting automated mass web ethnography
to build up a rich, detailed picture of their lives
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from which understanding, insights and new product ideas can be generated.
DigiViduals™ are designed as a person on Twitter:
– Scan for tweets that match their key words, characteristics and emotions
– Collect the relevant tweets, blogs, images, video from those people
– Build a rich and insightful picture of character’s life
– From which we can generate understanding, insights & new product ideas
Like casting a movie…
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Meet Nicole
n
Nicole
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The most human ‘dashboard’ you’ll ever see…
Savage Tribes
Decorative
Aromatherapy
Candles
Nicole
n
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Cute, domestic
Mythical, labyrinthine
adventures
Social conscience
….and Nicole’s Lifeboard…
Sociable, romantic
Village life
Coffee, chocolate
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Nicole
Edgy, Gothic, dark
Social conscience
Delicate, colourful,
quirky, intricate
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NarrativeNicole is fascinated by design, fashion and
craft objects. She’s genuine, sociable and has an infectious zest for life. She’s a magpie –
alive to the joy that little things can bring. She can often be found hanging out in the cooler parts of town – a source of inspiration for her. She loves the buzz of the big city but revels in the intimacy that the urban village provides. She is very popular but has a close circle of friends who admire her warmth, elegance and
generosity.
NicoleFemale
Age 38
Lives London
Profession Jewellery Designer
Lives Hammersmith
Insight
Implications…
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“There are times in my life when I need to say sorry or cheer up a friend and or be coquettish or just plain silly. Wouldn't it be great to express my sentiments creatively in candy”.
Theme Creative Kitsch
Idea to Illustrate
Cuties are large, wrapped, flat, sweets [Cute dog with curly coat and a bald patch
saying "Bad hair day repair". Cute dog with eyes lowered looking sorry saying "Sorry,
I'm a bad hound :-(" Cute dog with long lashes saying "Down boy!".
Quant to back the Qual….
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…current usage
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And finally….
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And finally….
Choose your twit....er
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Romanced Diva
Fun / energy
Wants to be liked
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Conceptual
thinkerDreams of
differenceOvercome
/ hardwork
Angelic Cloggs
Optimistic
Sense of
urgency / time
has come
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Defiant
Questioning
of authorityKeen to learn
Grr. No. Now. Bod
Steely ExteriorVulnerability
/ Sadness
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Need to
please
Scared of
death
Frustration
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More info? [email protected]
Will Goodhand
Juicy Evangelist
+44 7980 673 186
www.brainjuicer.com