iconeThe Signoi insight and foresight platform has many applications.

Here are some of the use cases we’ve seen develop recently.

USE CASE: CUSTOMER EXPERIENCE

  • Challenge: Find ways to improve customer experience and brand perceptions by leveraging existing data assets. Uncover themes and insights from customers’ own words.
  • Issue: Too much data, too little time and resource.
  • Data sources: NPS and Csat data – 120,000 customer comments, each associated with structured data / ratings.
  • Modules deployed: Explicit signals, implicit signifiers, meaning space.
  • Key metrics: Signal strength, emotional signature, coherence.
  • Results: Quantitative integration of implicit metrics from comment data into key drivers analysis, creating a new strategic asset.

USE CASE: COMMUNICATIONS DEVELOPMENT

  • Challenge: Understand the archetypal consumer of certain magazines, to develop appropriate content and advertising.
  • Issue: Rambling unstructured data, in large volume – difficult to extract a coherent narrative within a reasonable timeframe.
  • Data sources: Deep ethnographic transcripts, close to 500,000 words.
  • Modules deployed: Archetypology, universal energies, meaning space.
  • Key metrics: Signal strength, signal complexity, emotional signature, coherence, tension.
  • Results: Coherent archetype signature across Jungian wheel. Well-defined profile against universal energies.

USE CASE: SEGMENTATION

  • Challenge: Develop a meaningful needs based segmentation approach.
  • Issue: Traditional market research questionnaires are too long and boring, in the age of consumer inattention and a low salience market.
  • Data sources: Primary market research – open ended answers, people talking about their priorities.
  • Modules deployed: Explicit signals, implicit signifiers, meaning space.
  • Key metrics: Signal strength, emotional signature, coherence.
  • Results: Semantic segmentation – natural structures and associations based on free text

USE CASE: CATEGORY ANALYSIS

  • Challenge: Understand visual material at scale (soft drinks category); extract main themes and dimensions, and map the territory in a way marketers can understand and take action on.
  • Issue: Too much data, too little time and resource.
  • Data sources: Social media (Instagram) and databases of packaging and advertising, as well as material sourced in cultural fieldwork.
  • Modules deployed: Implicit signifiers, semiotic codes, meaning space.
  • Key metrics: Signal strength, emotional signature, coherence, RDE diagnostics.
  • Results: A clear picture of the dominant codes in the category. Mapping of the material to identify themes and territories.

 

USE CASE: BRAND

  • Challenge: Differentiation of a plastics manufacturer in a traditional industrial commodity market, with reference to cultural codes drawn from other categories.
  • Issue: An industrial category that historically only communicates b2b, but wishing to express ethical ideas and altruistic purpose more commonly found in b2c.
  • Data sources: Annual reports, websites, and marketing literature across major and niche plastics companies. Deploying the engine in reverse: how close is the language of the category to an archetype of ‘togetherness’, the desired mission?
  • Modules deployed: Explicit signals, implicit signifiers, cultural codes.
  • Key metrics: Signal strength, emotional signature, signal complexity, distinctiveness, coherence.
  • Results: A decoding of the category to reveal the terrain map and illuminate challenges and opportunities for the brand.

 

USE CASE: INNOVATION

  • Challenge: Client asked their online retail customers (young women) to send them visual material about ‘what inspires them’. A deluge of visual material.
  • Issue: Too much data, too little time and resource.
  • Data sources: Instagram links, photos uploaded to client community.
  • Modules deployed: Explicit signals, implicit signifiers, meaning space.
  • Key metrics: Signal strength, emotional signature, coherence.
  • Results: Derivation of 9 core visual themes for inspiration, each theme/cluster containing many images

 

USE CASE: SOCIETY

  • Challenge: Traditional polls tell us little about the deep seated narratives and cultural values behind the Brexit vote. Structured questions encourage rationalisation.
  • Issue: Too many competing theories about ‘what people voted for’. Complex territory usually reduced down to false binaries.
  • Data sources: Unstructured qualitative research, online, at scale of thousands. Social media and mainstream media.
  • Modules deployed: Transitory expressions, universal energies, explicit signals, implicit signifiers, meaning space.
  • Key metrics: Signal strength, emotional signature, coherence, RDE diagnostics.
  • Results: Identification of 7 core compelling narratives. Advanced Dimensional Analysis clusters the comments into naturally occurring groups according to the thematic content and tone of voice, and maps them for similarity or difference. Group 3 emerged as strongly authoritarian and very anti-immigration. We called it ‘Get off my land’. Emotionally, it upweights on the language of fear and disgust. Archetypally, it is all about the Ruler: control. Unsurprisingly, this topic was dominant amongst the Leave voters.

 

USE CASE: TRENDS

  • Challenge: Market understanding and foresight. What does the historical development of the high street fast food market tell us about the future?
  • Issue: Difficulty in finding a coherent coding framework to understand and cast forward.
  • Data sources: Human sourced, observation, cultural fieldwork, research.
  • Modules deployed: Universal energies, explicit codes, implicit signifiers.
  • Key metrics: Signal strength, RDE diagnostics.
  • Results: Mapping the broad sweep of evolution of fast food and its more recent fragmentation. Identification of how previously dominant codes (Global commodity, Americana) have become residual. Analysis of the rise of premium quality, provenance, counterculture, cultural safari, etc codes. Hints of new emergent codes around hyper-hygiene and the re-emergence of Americana as cultural safari.

 

If you found these simple examples interesting, rest assured you’ve only just scratched the surface of what Signoi can do!

The use cases are many and varied. Why not start a conversation?

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