Google: Rethinking Readiness
The Approach
We started off by capturing stories from those who have been ‘helped’ by other people when they may not have specifically asked for help. This allowed us to explore the various types of impact that occurs, both positive and negative. We did this with 5 open-ended survey questions rotating between 1000 respondents. The next building block was to unpack how service-oriented professionals, operate and prioritize for the clients they’re working for. We talked to those in service-oriented roles where anticipating others’ needs is critical for success (executive admins, hotel concierges, wedding planners, etc.) Lastly, we quantitatively mapped and sized the impact territories and uncovered the intersection of impact with consumer needs
The Impact
The end game here was to inspire and showcase the positive side of machine learning and develop guidelines for how marketers can leverage it while building people’s trust. To this end we helped the client to define deep consumer needs and understand what people expect of brands today and to identify when and where there are opportunities.The Sound developed eight universal needs people believe brands can deliver and can deliver through ads alone. We also helped the client guide their business partners to navigate the murky world of ‘Permission’ in 2020. We unpacked four types of permissions people think brands have (in decreasing amounts). This helped the client to design guidelines for its partners to build an empathic relationship with consumers, to enable them to assess where they are in the relationship and to guide when and how to use information/data respectfully and helpfully.
Understanding the Core Target
Helping a leading car manufacturer establish itself as a future-forward brand by getting up close and personal with its core target. Where once the brand had centered itself on playing up its underdog status; its new goal was to redefine itself as a transformative leader of tomorrow, putting inspiration at its center.
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A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.
Read MoreA Workforce to be Reckoned With
Helping a leading platform understand Gen Z's professional mindset in order to attract, retain, and support Gen Z. However, Gen Z poses a challenge. They have a very different relationship with social media and have entered the workforce during a time of significant change.
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