Insights. TNS Launches Largest Global Study on Digital Behaviour.

November 30th, 2011 • Reports, Strategy
Tags: 2011, Business, Insights, Lifestyle, Media, People, Planning, Presentation, Report, Reports, Research, Social Influence Marketing, Study, target group, TNS, Trends, World

Research company TNS has launched its 2011 version of TNS Digital Life. Based on conversations with over 72,000 people in 60 countries this is the world’s largest global study into people’s attitudes and behaviours online.

I particularly like how they underline the necessity to think (before yelling Facebook or iPad or Flashmob):

‘Digital waste’ pollutes the online world as brands fail to listen to what people want.

It [the study] found that 57 per cent of people*** in developed markets* do not want to engage with brands via
social media – rising to 60 per cent in the US and 61 per cent in the UK. Instead, misguided digital
strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no
one reads. This is being combined with ever-increasing content produced by consumers – the study
shows 47 per cent of digital consumers now comment about brands online.

The result is huge volumes of noise, which is polluting the digital world and making it harder for
brands to be heard.’

Of course: This study does not at all say brands shouldn’t be digital. The opposite is true. But it repeats the one thing that I never get tired of to repeat: People are not interested in a brand’s content. And they are not interested in brand experiences. They are interested in stuff that is relevant for them – and sometimes this is a brand.

Check out TNS Digital Life here .

Thanks to Rubbish Corp for the link.

Insights. The Difference Between Measurement and Strategy.

Oktober 20th, 2010 • Strategy, Tools
Tags: Cool, Creativity, Insights, Philosophy, Statistics, Strategy

We all know analytics and measurement is crucial to define whether we were successful or not. But it’s not the figures that we should focus, it’s what we pull out of it. This Wikipedia article about Austria-Hungarian mathematician Abraham Wald was one of the most striking examples of the difference between measurement and strategy. The article has changed a bit but you can find it here…

See the fullsize article by clicking the pic.

Andes Teletransporter. The liberation of Men has begun.

Januar 22nd, 2010 • Ads, Ideas, We like
Tags: Ads, Beer, Brands, Cool, Creativity, Food, Funny, Ideas, Insights, We like

Davaidavai is not so much into blogging about stuff that you will read anywhere else…as long as you can operate twitter. No iSlate, no Coke Happiness Machine, no google buys XYZ here.

But this little campaign here is surprisingly still pretty unknown and it will surely run for a couple of Lions. The Andes Teletransporter Idea is based on a more than simple insight and translates it into a cool, funny mechanism for the Argentinian beer brand.

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