What is the Imprint Analysis?
The Imprint Analysis is a systematic process which provides key knowledge for brand building, new product development, identifying new segments, tailoring messages to consumer and organisational change and integration.
Our process fulfils two roles; one is to provide key knowledge for companies’ strategic planning process. The other is to develop client teams who will implement this strategic knowledge on an on-going basis. The execution of the strategy is as important as the discovery of the set of rules dictating the audience’s actions.
How do you obtain your findings?
Three different proprietary techniques are used to explore the deeper layers of participants’ mindsets, in order to reveal patterns of behaviour that are outside the participants’ awareness. This approach is neither threatening or confrontational.
The workshops are based on neuro-physiological research. They are designed to identify the participants’ emotional experiences and also to discover if they mean what they say. Although neuroscience teaches that ‘emotion is the trigger to action’, traditional research continues to analyse consumers' attitudes through group discussions or questionnaires, which generate rational, cognitively based responses. This fails to capture how people express and feel emotion and, more importantly, how these emotions lead them to take action.
How do you relate to market research?
Quantitative and qualitative research are primarily testing tools
- determine the validity of a hypothesis
- determine what people say they want and need
Imprint Analysis is primarily a discovery tool
- accurately uncovers the emotions and intuitions that drive behaviours
- provides a framework for more relevant and meaningful quantitative and qualitative testing
Imprint Analysis works alongside quantitative and qualitative research methods, does not replace them
What are your credentials?
Imprint Analysis was the only research; no shifts in pricing or other marketing activity:
- Swedish EU referendum: moved voters from 28% Yes to 56% Yes in a matter of weeks by identifying true basis of deep-seated voter anxiety
- Lego USA: increased repeat sales of building kits from 1.3 to 5.4 per annum, within one year, by determining US children's previously unknown interest in challenges. I.A. was Lego's research project # 2001
- Wyeth SMA: formula milk market share stuck at 28%. Imprint Analysis indicated need for180⁰ message shift from "traditional" baby to a new mother-led focus – market share rose to 49% in18 months. "Imprint Analysis… found 2 new groups…. Intellect and instinct led… We could not have found these new groups without Imprint Analysis… We repackaged and redesigned all our marketing materials… which helped to shift market share."
- PowerGen: UK power utility company wanted to create a differentiated brand in a commodity marketplace. Imprint Analysis identified that, counter-intuitively, entertainment was the strongest emotional connection for consumers to electricity. Using this insight, a new advertising campaign was created around entertainment. Within a year, brand recognition increased so much that a branded credit card was 4 times oversubscribed, and led directly to further non-power bundling opportunities
Imprint Analysis used with other research and/or marketing initiatives:
- Unilever – Magnum: Imprint Analysis identified new "adult indulgent" frozen dessert segment, in addition to the "healthy dessert" suggested by traditional research. Worked with NPD, marketing, advertising and PR functions to help create market leader brand @ > 1 billion units per annum
How do you make sure that companies act upon your recommendations?
Clients are involved in the process from the outset. During the workshops they sit side by side with respondents. The key for implementing the findings at an early stage is client involvement. Our process provides clients with a ‘new pair of glasses', which reveal what truly motivates their audience’s actions.
Implementation starts at the end of Phase 1 (usually, the process consist of two phases). By the end of the project, some of the results are already implemented and tested.
What is Imprint?
Each environment has its own unique underlying system of beliefs, values, structures, languages and symbols that determine how the members of that environment see the world and react to it.
To be accepted, newcomers have to learn the environment’s rules. 'Imprinting' is a process that begins at birth and operates below the level of conscious awareness. When a neural transmitter passes a nervous impulse from one neurone to another, a neural pathway is created. As the process is repeated, the pathway is progressively more deeply imprinted. Over time it becomes firmly established and remains fundamentally unaffected by opinion, whims, or fads. While environments are dynamic, many imprints - passed on from generation to generation - seem to change very slowly, if at all.
Imprinting is always associated with emotion. The sharper the emotion the stronger the imprint. Events and experiences imprinted at a very early age or in situations involving strong emotion are usually retained below the level of consciousness, but, never-the-less influence our behaviour throughout our life-time.
Imprints are the means by which the members of a particular environment are pre-organised to survive. They shape our perceptions when, as children, we begin to learn the language, and they are necessarily language-based. The associations are strengthened as we test them for ourselves. They are unspoken and generally unrecognised rules we live by. They are neither right nor wrong - they are simply there. Being aware that we have them is a first step to understanding why we feel and act the way we do.