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.
Rethinking the Standard Browser
Helping a software company explore reactions to their creative platform so that they can develop an impactful and engaging campaign that drives acquisition.
Illuminating the Jobs of Grocery Delivery
Helping a grocery shopping tech brand identify and illuminate the jobs of on-demand and online grocery shopping to inspire marketing communications and support a new business strategy.
Understanding Cart Abandonment
Helping a leading e-commerce brand understand why people abandon their online shopping carts and what to do about it.