06 will-goodhand-brain juicer-digividuals

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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15(*) In addition to Nicole we have created 9 other characters, Nicole is an example

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? info@brainjuicer.com

Will Goodhand

Juicy Evangelist

will.goodhand@brainjuicer.com

+44 7980 673 186

www.brainjuicer.com