17 20 Dave McCaughan - Insight Innovationinsightinnovation.org/iiex-presentations/NA18/Dave.pdf ·...
Transcript of 17 20 Dave McCaughan - Insight Innovationinsightinnovation.org/iiex-presentations/NA18/Dave.pdf ·...
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SignificanceSystems
Knitting narratives
SignificanceSystems
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SignificanceSystems
G’DAY
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SignificanceSystems
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SignificanceSystems
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SignificanceSystems
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SignificanceSystems
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SignificanceSystems
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SignificanceSystems
How do we find out what really matters and what are our opportunities ?
By breaking the bubble we live in
Using an AI platform to understand the world of wool
SignificanceSystems
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SignificanceSystems
Narrative ExpertiseWe match the machine driven data insights derived by the
SignificanceSystems platform with human interpretation for action driven by Ai.agency experts
Significance Systems
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SignificanceSystems
Long term deep engagement
Lacks real engagement
Power to disrupt
Passing buzz, may not last
So how do the narratives around market research perform ?
When we look across everything on the internet,
without asking any one with bias, without looking at numbers
and allowing the platform to read everything and frame the market
response ?
*The % reflect the normal distribution of narratives across over 250 projects
12 %
2 %
6 %
80 %
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SignificanceSystems
Long term deep engagement
Lacks real engagement
Overall affect
Emotional activation cues
Content power
Power media index
Visual exploration
Language exploration
How does the narrative emotionally activate?
What type of emotions are activated?
What is the most important branded content ?
What are the most effective channels ?
What images associated to the narrative ?
Words are associated to the narrative ?
Passing buzz, may not last
Power to disrupt
Australian Merino Wool
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SignificanceSystems
And … Predictive linguistics emotional measures to understand the narratives strategic impact
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SignificanceSystemsSignificanceSystems
Damien MaddenDigital Marketing Director
GETTING TO GOOD STUFF
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SignificanceSystems
ü Who are the best partners and best ways to encourage Wool to be used in Activewear in 5 key global markets? ( USA, UK, Japan, Germany, Italy )
ü Who are the best partners in the US market for Wool and what are the most relevant trends, media channels, and visuals?
ü What and who should we consider to effectively enter the Hunting/Fishing market in the US market?ü What are the trends in shoes and sneakers for a Merino based shoe?
ü What are the trends and opportunities for Wool in Travel Retail?
ü What narratives and developments are driving the future of fashion relevant to wool?
ü What are the key trends, brands, and opportunities in the UK Activewear market?ü What are the most relevant innovations in Fashion from a global perspective?
ü What and where is the engagement woven wool denim?
ü Content Tracker - Fashion, Activewear
ü Driver analysis - Wool vs other textiles measured against key attributes including fashion tech
Strategic discovery across many issues
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SignificanceSystemsSignificanceSystems
Damien MaddenDigital Marketing Director
WOOL AIN’T JUST WOOL
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SignificanceSystems
Gabriella Hearst
Eileen Fisher
AWC US Market Report Who are the designers and brands that are transforming the use of wool in the USA ?
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SignificanceSystems
Wool coat trends
Winter coat trends
Couture trends
AWC US Market Report What are the trends that are transforming the use of wool in the USA ?
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SignificanceSystems
ü Who are the best partners and best ways to encourage Wool to be used in Activewear in 5 key global markets? ( USA, UK, Japan, Germany, Italy )
ü Who are the best partners in the US market for Wool and what are the most relevant trends, media channels, and visuals?
ü What and who should we consider to effectively enter the Hunting/Fishing markey in the US market?
ü What are the trends in shoes and sneakers for a Merino based shoe?ü What are the trends and opportunities for Wool in Travel Retail?
ü What narratives and developments are driving the future of fashion relevant to wool?ü What are the key trends, brands, and opportunities in the UK Activewear market?
ü What are the most relevant innovations in Fashion from a global perspective?
ü What and where is the engagement woven wool denim?ü Content Tracker - Fashion, Activewear
ü Driver analysis - Wool vs other textiles measured against key attributes including fashion tech
Strategic discovery across many issues
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SignificanceSystemsSignificanceSystems
Damien MaddenDigital Marketing Director
HUNTING HUNTING?
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SignificanceSystemshttp://cdn2.significancesystems.com/f00d78d0-375d-496b-914e-95bc14e6df1f/
HUNTING HUNTING A deep dive in to the trends, brands, designers in the USA hunting and fishing markets that are doing interesting things with wool based fibres … or could be
http://cdn2.significancesystems.com/f00d78d0-375d-496b-914e-95bc14e6df1f/
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SignificanceSystems
KUIU Hunting
5.1 Fishing
5.1 Hunting
Bass Pro Hunting
Bass Pro Fishing
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SignificanceSystems
ACTIVE
PASSIVE
NEGATIVE POSITIVE
KUIU Hunting
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SignificanceSystems
KUIU Hunting
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SignificanceSystemsSignificanceSystems
Damien MaddenDigital Marketing Director
NOT WOOLY … A STRATEGIC PARTNERSHIP
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SignificanceSystems
BUT Watson can not answer everything
But with machine AI platforms we can do the cross over between massive scale secondary research, ethnography and semiotics
https://www.youtube.com/watch?v=oOiHxu16ptE
Despite the hype we are a long way from HAL
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SignificanceSystems
Buy me a beer and I’ll tell you more
SignificanceSystems