How Ad Campaigns Piggyback on Habits to Hook You

Students on campus weren’t eating their fruits and veggies. Researcher / author Jonah Berger (from his great book, Contagious: Why Things Catch On) and psychologist Grainne Fitzsimons devised a plan: come up with 2 slogans, survey students to see which they thought would be more effective, then actually measure which was better. “Live the Healthy Way, Eat Five Fruits and Veggies a Day” “Each and Every Dining Hall Tray Needs Five Fruits and Veggies a Day” As you might guess, the second slogan was rated as having the worst chance of success. It’s longer and was seen as “corny”....

How to Develop Your Own Personality Analysis Algorithms – Mattr

Tweet Tons of people (at least 26.7 people at 150lbs each) want to know how Mattr does personality analysis using social data. What words and phrases are used? What other markers are added to the algorithms? What research did we use? Mattr uses lots of research. I’ve listed out two sources and some interesting bits. Obviously, it’s not exhaustive, although I have little problem in disclosing how we do things.   “$h!t Dude, I’m Starving!” Remember the acronym, “OCEAN”: Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism. The Big 5 is kind of like the raw materials for a modern day Myers...

Mattr Lifts Personality, Demos, and Interests from Social Media w/o Surveys

See Mattr at Adweek this Thursday, the 26th, in NYC An App Just for Market Researchers You’ve been neglected for too long. Analytics platforms, to date, have been for the community manager, whose concern is sending the best updates out to the most networks, the most efficiently. Well, Mattr is different. With Mattr, you’ll have the tools to design products and campaigns that your target audience will love. How? You get personality, demos, and interests. Without surveys. Here are the juicy particulars: Whit.li Relaunches as Mattr with New Holistic Social Insights Platform Beta  First glimpse available to AdWeek attendees...

How to Duck Career-Killers like Pearl Izumi’s Dying Dog

Tweet Why in the world would Pearl Izumi’s creatives develop and release a campaign showing a dying yellow lab? “Sure, not everyone will appreciate your increased efficiency…” it states. Yes, It Could Have Been You Sure it’s easy to throw dirt at Geoff Shaffer of Pearl Izumi and his team. How could they possibly have made such an obvious mistake? Well, if you’re honest with yourself, it could have been you. You and the team brainstorm and come up with some boring ideas and some zany ones. There is so much creativity flowing that you don’t notice how insular you’ve...