Posts Tagged antedote

Antedote shortlisted for 2017 MRMW Award for the Best Use of Mobile Technology

This is the third consecutive year that Antedote has been nominated for an MRMW Award, this time in the category of Best Use of Mobile Technology. Antedote is the only agency in the history of the awards to have been nominated for an award three years in a row.

The MRMW Awards are a showcase and celebration of excellence and innovation in market research, recognizing the groundbreaking work of individuals and organizations in the industry.

The nomination came on the back of our Snap Dive research initiative, which leveraged the power of social media platform Snapchat to foster a more inextricable link to the hearts and minds of younger consumers.

The methodology behind the initiative saw design and deployment of techniques that enabled us to better examine and evaluate target demographics using social media app Snapchat and the users’ behavior firsthand. In addition, we were able to better understand the motivations behind sharing multimedia, stepping into favorite conversations with contacts and identifying traits and idiosyncrasies from user content, via Snapchat’s “Discover” and “Stories” campaigns.

From what was extrapolated in the study, Antedote developed rules of engagement for media clients in order to gain a better appreciation and awareness for where and how branded content can be used.

Adam French, Founding Partner at Antedote said that the research required a deep understanding and consideration for its unique environment.

“This research required consideration of the Snapchat online environment.

“We did this, through immersion into the interactions of target groups, and an analysis of the triggers for connections, creation, sharing and viewing of content, which lasts only fleetingly, given the self-destructing nature of the Snapchat experience.

“While Snapchat appeals to users who don’t want to create even more breadcrumbs on their digital trail, targeted and intentioned research can assist businesses in understanding how the app’s transient nature is used for connection, and why.

Snap Dive achieved this, leading to its nomination for this award.”

Antedote has been nominated alongside Porsche and Deutsche Telekom.

The 2017 Awards will be held in Chicago, Illinios, on April 25 and 26, with the awards being judged by an international panel comprised of experienced market researchers, respected thought leaders in the field and MRMW Advisory Board members.

 

The Value of Kindness

In these turbulent and uncertain times, a little kindness goes a long way to creating brand value.

For disenchanted and disenfranchised millennials, and those who share millennial values, an act of kindness has never been more gratefully received. If brands want to create empathy and connection they would do well by looking at how they can show random acts of kindness to lift the mood right now.

Campden Desk Beer dropped at We Work the day after Brexit.

Campden Desk Beer dropped at We Work the day after Brexit.

This is especially true for brands in categories where ‘mood enhancement’ and ‘affiliation’ are motivations they want to own, so when Camden Town Breweries desk dropped beer samples at We Work Southbank, the Friday after a Brexit which had left We Workers shocked into silence, feeling awkward, confused and embarrassed; there were smiles all round.

But it can be bigger than that. When there is an apparent lack of viable trusted leadership and honesty in politics, to be a leader yourself, who shows compassion, is transparent and essentially acts in a way to build a better feeling world, you can also create a way to differentiate and create life-long loyal fans. Boutique brands in artisan food and drink categories such as Camden Town Breweries and Vinomofo have successfully driven this trend until now. One brand KIND, actually stand for acts of kindness. Their manifesto states ‘Our aim is to make the world a little kinder, one snack and act at a time. One simple belief underpins it all: There’s more to business than just profit’. Now doesn’t that make you want to purchase a second delicious snack?

It is worth highlighting that the sharing economy we live in today values genuine acts, and a focus on others – rather than introspective analysis of internal balance sheets. Brands that get this will win and establish a strong platform to nurture in the long term.

Perhaps goodness or kindness should be a tracked value. Brands that display a genuine interest in being better global citizens, in relation to becoming more financially valuable could benefit from a virtuous circle of ‘betterment’. As we explored in our previous article Hooked: How to Build Habit-Forming Products, creating consumer habits drives higher customer lifetime value, allows for flexibility for companies to increase prices, and supercharges growth. If we can make a simple gesture of thought and kindness a habit, we will generate goodwill with customers and create value.

In the meantime, We Work enjoyed the Camden Town Breweries beer drop, and no doubt the brand will stay front of mind next time there is cause to visit the bottle shop.

Digital Innovation

It has been a busy start to the year here at Antedote, we have been out delivering innovation and insight projects across the US, Europe and Asia so the blog has taken a bit of a back seat. However with a week back in the office before I am off on a month long research project I wanted to write a post about Digital Innovation.

One of the benefits of living and working in the technology and innovation hub that is San Francisco is that we experience new business models and ideas before they are rolled out across the rest of the US and the world. We have started to help leading brands connect with some of these new technologies/ start-ups, for example through delivering new activation experiences.

Here are some of the disruptive innovations that we have seen and been using recently:

Good Eggs

This startup aims to bring the famers market to your door through partnering with local producers. Now a number of us here in the Antedote offices are frequent shoppers at Whole Foods and local farmers markets but we have found ourselves moving over to Good Eggs to do a good amount of our weekly shopping. The reason? Fantastically fresh, high quality foods for a lot less than it costs to shop and Whole Foods.

Google Shopping Express

We are among some of the first people to use this new same-day deliver shopping service aimed at disrupting Amazon’s position at the top of the internet shopping podium. So far the experience has been a bit mixed, most of the brands that you can order from are the big store brands – Target, Walgreens, Office Depot and Staples. These are stores that most of us can get to pretty easily and actually don’t need same day delivery from. Personally I would like to see Google incorporate some smaller providers, ones that it takes time to find and shop at.

Lyft

The next generation on from Uber and Flywheel is Lyft, we are seeing more and more of the pink moustaches hanging from the front of cars in and around the city. Lyft is a ride-sharing service, basically normal people driving others where they want to go. We having quite got round to giving this a shot yet but it is definitely on the list to try. Given that Lyft does not require commercial licenses and insurance, it may well disrupt the taxi/ limousine market on cost alone. Great service would be a bonus!

These are just some of the new disruptive technologies we are seeing everyday, we will write another post soon.

Antedote in the press

Over the last couple of weeks antedote has been featured in the press a number of times. In addition to the Admap article, we have also featured as one of the most popular news items of the week on MrWeb and our very own Dr Nick Anderson was prominently featured in Research Live (the online magazine of the Market Research Society). 

It has been really exciting to have so much interest in antedote and great to have many of you get in touch with us, in particular we have been asked about our platform – we will be uploading a demo of the platform soon for everyone to see. In the meantime if you would like us to set up a demo for you just get in touch. We are always happy to chat about innovation and insight, so if you are in San Francisco pop by our offices on 2nd Street or just drop us a note via the Talk to us tab on the website. 

Admap: Books that influenced me

Admap is featuring Adam French and Antedote in the October 2012 issue of the magazine in a feature called “Books that influenced me”. This a monthly feature that highlights industry leaders and the books that influenced them over their careers. 

If you have an Admap subscription you can login here to view the article or see the copy of the article below. We have included the Amazon links in case this article inspires you to revisit any of these great books. 

Title: Books that influenced me
Author(s): Adam French
Source: Admap
Issue: October 2012

Books that influenced me

Adam French

Antedote

Adam French founded the San Francisco-based innovation consultancy Antedote in 2012. Before starting this
business, he founded the US division of the global brand consultancy Clear. He has also worked in innovation
and brand consultancy at WPP. He brings brand and innovation strategy together with expertise in qualitative
and quantitative insight.

1. Feersum endjinn

by Iain M. Banks, published by Orbit, 1995

This was among the first science fiction books that I read, and at first it presented a challenge, with Banks
writing Bascule’s chapters in phonetic prose. However, as the plot unfolds, this puzzle helps move the reader’s
mind firmly into a dying universe and the four characters’ quest to find the Feersum Endjinn that will save what
remains of humanity. This book sparked a deep curiosity in me for what the future might hold, something that
has become part of the work that I do every day.

2. The art of innovation

by Tom Kelley, published by Profile Books, 2002

When I first read this, innovation was still a relatively unknown field that I had been working in for a few years. The description
of the culture of entrepreneurship and innovative thinking has been influential in my own beliefs as to how to create a culture
of innovation for my team. When I re-read this book, it reminds me why I have spent the last 15 years working in innovation:
the challenges that we get to solve make this the most extraordinary way to make a living.

3. Moneyball

by Michael Lewis, published by WW Norton & Co, 2003

Though this has recently been made into a film starring Brad Pitt, this book was recommended to me by a business analyst I
was working with about nine years ago. What fascinates me about this book is the fact that, in the space of one season, the
way that an entire sport worked was redefined. It reminds that when we look at a challenge through a different lens, we can
create something new.

4. The art of the start: The time-tested, battle-hardened guide for anyone starting anything

by Guy Kawasaki, published by Portfolio, 2004

When I started Clear in New York, it was my first time running a business and I sought guidance from people I
knew, as well as books. This book really stood out for me in the guidance that Guy gives, and helped form the
business. In particular, I take his advice about ‘being a mensch’; it’s what I aspire to be as a leader of a
business, to do right by people.

5. Freakonomics

by Steven Levitt and Stephen J. Dubner, published by Penguin, 2007

I first bought this book at an airport. Little did I know that, rather than sleeping on the transatlantic flight, I would spend it
finishing this book. By applying economic theory to a wider range of diverse topics, the authors uncovered fascinating insights.
This approach served to remind me to look at the world differently and to apply different disciplines and thinking styles to a
challenge.

6. Managing brand equity 

by David Aaker, published by Jossey Bass, 1991

At the very start of my career, my manager gave me this book with the advice to read it and learn from the
thinking. Though the examples are now a bit dated, it still remains the cornerstone upon which my knowledge
and thinking around brand strategy was built.

Published in Admap, October 2012 ©Warc

Innovation in print media

When is a print ad more than a print ad? When it’s the start of a revolution.

A friend sent me this advertisement that some clever folks at Ogilvy have created for Volkswagen. It’s a fantastic example of an advert actually being the thing that it is selling in a very clever and impactful way.

Check it out and see what you think.

Cool stuff I have seen and other innovations: Self Driving Google Car

As a child growing up watching The Jetsons I looked forward to the day when I could strap on a jetpack to get around town or use my flying car to commute to and from work. You can imagine my disappointment when none of these things became my reality and I was forced to accept the humdrum of driving myself to work each day in a plain old regular car.

Google CarAnd then, on my way to work this morning, feeling particularly tired and wishing I had a chauffeur, the self-driving Google car drives past.

How brilliant is this idea? A car that takes care of the driving so you can sit back and relax or better still take a nap and still make it to work on time!

The first thing I noticed about the car was the camera/wind turbine looking thing on the top of the roof; this is in fact a LIDAR sensor. This sensor is a part of a system of sensors and intelligent software that combine to locate the vehicle, keep the car at the speed limit and maintain a safe distance from other vehicles. And of course there is an override system for a human driver to take control of the vehicle if desired.

The next thing I noticed was a person in the drivers sit, at first I was a little let down, “what is the point if I have to sit in the drivers seat anyway” and then with a little research I discovered the reason was not due to the limitations of the car but in fact down to legislation. All state laws are based on the assumption that a human being is operating the vehicle and as such a driver must be in the drivers sit at all times.

From what I read there are no plans for commercializing self driving vehicles just yet, although I can endure my commute safe in the knowledge that innovations are afoot and perhaps it will not be too long before I will be kicking back in my self driving Google car, reading the paper or taking a nap on my way to work.

For more information check out the official Google blog:

http://googleblog.blogspot.com/2012/08/the-self-driving-car-logs-more-miles-on.html