SpaceID

Paul Selby

Presentation from the 2010 MRG Conference, discussing a proprietary planning application through which brands can identify what makes early adopters tick.
It is claimed that users of the application will be able to predict these early adopters' future behaviour. The application uses individual words (rather than statements) that capture different values and the emotions attached to these values: people are asked how they feel about these words, and are then asked about the media and brands they consume. Brands are advised to develop communications that respect the individuality of early adopters, rather than trying to appeal to the community as a whole....

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