wst Creds deck (4) (PDF)

SEE THROUGH THE EYES OF THE CONSUMER
REINVENTING

weseethrough is a technology-driven market research

QUALITATIVE RESEARCH

company that focusses on the actual behaviour of people,

FOR THE 21ST CENTURY

rather than claimed behaviour, which traditional methods
focus on.
We help global organisations to conduct studies in both
developed and developing countries so that they can better
understand their customers.

OUR APPROACH
We do this by using wearable technology to capture a
first-person view of people’s lives, and a proprietary video
curation platform, Haystack, to efficiently unearth powerful
insight from hundreds of hours of video.

ANSWERING QUESTIONS, WITHOUT ASKING THEM
UNBIASED
OBSERVATION

LESS
INTRUSION

EMOTIONAL
HONESTY

Insight arises from objective
observation of respondents
without their bias affecting
what is reported and how

Respondents act naturally
as they are in their usual
context, environment and
social group

We record consumer
behaviour as it happens,
providing unfiltered
understanding of people

THE BENEFITS

•

Understand real consumer behaviour

•

Analyse large volumes of video

•

Identify the most powerful insights

OUR PROCESS
Set up: Briefing and Alignment

Fieldwork and interview

Output: Analysis and Report

We start with a comprehensive review
of the backgrounds and objectives
for the study

The appropriate equipment is
delivered to the participants

In Haystack, the footage is translated,
transcribed and coded to unearth
rich quantitative data, and scanned
against hypotheses to reveal
exceptions and surprises

We then build and align on the
specifics of the study – sample, tasks,
and importantly the story codes: the
elements we will quantify in the
footage
We then fully develop the brief with
partner agencies in each location and
begin recruitment

After being guided through the simple
process of setting up and using the
equipment respondents are briefed to
behave as they normally would when
undertaking the task

A final report is delivered with
supporting material, including full
access to easily navigable footage,
tailored clips, executive summaries
and extensive narrative support

HAYSTACK

Our video curation platform enables us to manage extremely large amounts of video footage
We collect large quantities of video from:
First-person video of people’s behaviour captured using
wearable and location-based technology
Existing video content (ie: previously recorded interviews or
focus group footage)
100,000+ YouTube videos to find content relating to your
product – reviews, news coverage, etc.

WHAT OUR CLIENTS SAY
Global CMI Manager

Consumer Market Insight VP

“We estimate these findings will optimise up to 25% of our
annual spend on advertising … Tremendous work.”

“Using technology, the team have been able to give us real
insights by understanding real consumer behaviour.”

CMI Manager

Senior Manager

“…one of the most natural investigation techniques. We

“We managed to roll it out to 10 countries across the globe and
captured 120 odd cooking occasions in record time! This is a very
powerful tool and will become an integral part of consumer
research going forward.”

now know things about the Japanese ice cream consumer
that we simply didn’t have before.”

Marketing Research Coordinator

CMI Director

“…Findings inspired transformation of a floor plan
changing visibility, which had a very positive impact on
sales.”

“The Google Glass pilots helped us access the real context vs.
conventional Claimed or stated methodologies …an extremely
rapid roll out.”

WHERE WE’VE BEEN