The Living Room

Messing with your mind - the big new trend for 2012

Nicholine — Wed, 01 Feb 2012 11:14:36 +0000

This is a presentation on a fascinating new trend for 2012 - but by that I don't mean that blue is going to replace green as the colour of sustainability (I think it is, by the way). Or that the rise of astronomy and astrophysics will mean that stars will become popular for children's names (ditto). This deck outlines what I think might be a whole approach to analysing and solving communications challenges and takes the concept of influencing consumer attitudes and behaviour to a whole new level - neuroscience.

Reset Britain - what a difference a recession makes

Nicholine — Tue, 01 Nov 2011 14:27:23 +0000

In February 2009, in the depths of the recession, I wrote a thought piece titled ‘Chin up Britain’ in which I explored how the online population of the country was reacting to the economic crisis. I wanted to know whether the assertion, by brands and the media alike, that we were a cowed, passive and pessimistic nation, responsive only to increasingly hysterical headlines and special offers, was borne out by the data.

What I discovered confounded this assumption. We were still falling in love and fantasising about high performance sports cars just as we did in the good times. We were no more depressed nor considering divorce nor leaving the country than we were before. In fact, we were more creative, robust and resourceful than ever.

So now that we’re in the position of being able to look back at the credit crunch proper but look forward to an indefinite period of austerity, what can the online data tell us about the changes that the economic crisis brought about? Are those changes only temporary or indicative of a longer term societal shift? We have we, as a nation, learned from the experience and how is it shaping our current behaviour?

In particular, I have looked at whether these changes occurred as a result of the recession, or whether they are part of a wider trend, both in terms of broader societal trends and the changing role of the Internet and how we connect and engage with it in our daily lives.

As before, I have found some surprises, with data that contradicts the school of thought currently popular in the media that we have gone straight from recession to austerity with no intervening period of rest and rejuvenation. But at the same time, I also found plenty of evidence at odds with the assertion by many consumer brands that we want to forget the recession and move on. The true picture, as always, is both simpler and more complex.

The people of the Big Society

Nicholine — Thu, 27 Oct 2011 14:45:40 +0100

There's been a lot of talk about the Big Society lately - a lot of talk in practically every pitch brief, brainstorm, seminar, presentation, workshop and focus group I've been involved with, that is. From the people who are going to be expected to actually comprise the Big Society, there's been an ominous silence. So while brands are keen to position their marketing and PR efforts as their 'contribution' to the Big Society, nobody seemed to be thinking about the people who would be acting as unpaid crowdsourcing agents... ahem.. activists. Being a curious kind of Planner and likewise unwilling to tap up my boss for research funds, I did some correspondence analysis on TGI to see if we could segment and profile the population and gain any useful insights into what might motivate people to support the ideals and activation of the Big Society. I factored out the people who don't have any kind of community involvement at all - and just looked at the lower hanging fruit of the people who are already a members of clubs and societies, give to charity and get involved in charity events and initiatives.

The results are attached - forgive the clunky powerpoint, design isn't my strong point. There are four key typologies: Approval Seekers, Agents of Change, Social Sceptics and Walled Gardeners and I've looked at their demographics, lifestyle, key attitude statements and the Big Society messaging that might resonate with them best.

The Power of One

Nicholine — Wed, 26 Oct 2011 10:36:41 +0100

Until 9^th August 2011, ‘rebellion’ was the rallying cry for a raft of sportwear, fashion and lifestyle brands. Carrying the archetype of the Outlaw, with its ethos of disruption and destruction, as their battle standard, these brands urged young people to fearlessly confront authority and challenge the establishment. But the same brands who told their consumers it was cool to be dangerous looked on in dismay as hoody-clad looters took this call to action a little too literally and gave their logos a reach and visibility they’d pay good money for in any other context. Sedition makes for great advertising – but terrible PR.

So now that the young firebrands have to find a new kind of rebellion to champion and authority to challenge, what might it be? In this thought piece I explore how brands can remain true to the Outlaw archetype without the negative fallout and how his separateness and singularity creates the opportunity for a whole new form of social currency and credibility for young people.

Bluff your way in planning

Nicholine — Fri, 09 Jul 2010 14:18:38 +0100

You could read a book about Planning. Or you could read this deck of mine. Personally, I'd recommend the book.

The Storytelling CEO

Nicholine — Wed, 07 Jul 2010 17:20:33 +0100

How today’s most successful business leaders are the narrative masters of their organisation.

Historically, great leaders have always been storytellers – the battlefield speeches of Kings wove a compelling narrative that united, inspired and motivated the audience to be told and retold from person to person. Their quotations have passed into legend.

Today, CEOs still need to do this – to tell the story of their vision and strategy and defend their actions – to the City, their staff, shareholders, customers and competitors.

But what has changed is that the audience is actively demanding ...

The truth about climate change?

Nicholine — Fri, 19 Mar 2010 14:51:24 +0000

This isn’t so much a recent story as a long-running saga that has got very interesting recently: climate change. In this piece I’ll look at how the case of the leaked emails, and the subsequent accusations of scientific fraud have fundamentally changed the landscape of the whole global warming debate and created a climate of distrust that makes objectivity meaningless and science worthless.

The day the high street died

Nicholine — Fri, 05 Mar 2010 16:29:31 +0000

This week, I’m looking at the banks – and how there was more to the sudden surge in interest on 26^th February than first met the eye. I’ll look at some ways to get to the bottom of an apparently unexplained rush to the web and explore some of the disadvantages of having customers that signed up out of necessity rather than choice.

The water in Madeira

Nicholine — Fri, 26 Feb 2010 14:26:13 +0000

This week, I’ve looked at the flooding in Madeira, how it has affected the island’s travel and tourism market – and potentially benefited its winter sun competitors, and what the prospects are for the island in the longer term.

Alexander Mcqueen and the price of fame on Ebay

Nicholine — Tue, 23 Feb 2010 10:49:17 +0000

This week, I’m going to look at the death of designer Alexander Mcqueeen, the different ways the public has responded in the UK and the US, and the question of celebrity versus immortality according to Ebay.

Braking news - the Toyota recall

Nicholine — Wed, 17 Feb 2010 10:42:04 +0000

The Toyota story is a very interesting case study in how a company’s reputation, and subsequent commercial success, depends on how it responds in the event of a crisis – in this case, the recall of its vehicles for safety reasons – and how its online visibility, particularly on search engines and social media, is a critical factor in managing that reputation.

The iPad has landed

Nicholine — Fri, 29 Jan 2010 17:22:09 +0000

This week, we’re going to look at the launch of the new Apple tablet – the iPad and examine what the search behaviour of the online population can tell us about Apple’s pre-launch activity, the reception that the new product has enjoyed and what the prognosis is for it in the longer term.

Helpless in Haiti

Nicholine — Fri, 22 Jan 2010 17:11:46 +0000

Forget the Golden Globes, which is the fastest rising search of the last 7 days, this week I want to look at an event of far greater significance, the Haiti Earthquake. My research into the disaster and the media and online public’s reaction to it, has uncovered some very revealing insights into how a country’s reputation can have a profound effect on how the rest of the world behaves towards it at times of crisis.

Here's to you, Mrs Robinson

Nicholine — Mon, 18 Jan 2010 12:07:19 +0000

One of the fastest rising stories of the week is that of Iris Robinson, and this has been a really interesting case study in how past events have an impact on the media and online public’s reaction to a current story. In the case of Mrs Robinson, her Anti-Gay stance has had a profound effect on the way the scandal of her affair is being reported in the media, and searched for and talked about in the general population.

Back to reality

Nicholine — Fri, 08 Jan 2010 11:15:38 +0000

This week we’ve got an interesting mix of the old and the new and conflicting desires. On the one hand, we’ve got the perennial New Year favourites – a new job, a new home and a holiday, which I’ll explore, but also some wildcards in the pack which provide some telling insights into celebrity dynamics and an increasingly engaged online population.

We’re escaping the real world with Celebrity Big Brother, Doctor Who, Thomas Cook and Thomson, but at the same time, we’re looking for a job through the Job Centre and a new home with Rightmove.

Christmas Special

Nicholine — Tue, 22 Dec 2009 16:51:22 +0000

Because it’s Christmas, I thought you might enjoy a special edition of my Insight of the Week.

In it, I’ve explored the data, based on consumers’ online behaviour, behind some commonly held assumptions about Christmas. Do we really hate sprouts? Are men genuinely bad at Christmas shopping or just pretending? Are we putting our decorations up earlier every year or does it just seem that way?

Read it and discover the truth!

Have a lovely Christmas everyone,

The Trial of Foxy Knoxy

Nicholine — Mon, 14 Dec 2009 15:10:34 +0000
This week, the most interesting story is that of Amanda Knox, which shows an increase in searches of 1,450% in the last seven days. From looking at search patterns, we can see how the story has unfolded over time and how changing public perceptions of her character, guilt or innocence and relationship with the other protagonists – is reflected in searches.

Tiger Woods joins the club

Nicholine — Thu, 10 Dec 2009 17:16:34 +0000

This week I’ve gone for the fastest rising search of the week, Tiger Woods, and he’s got this issue all to himself, because it shows some very interesting patterns regarding the how the story unfolded, the public’s relationship with him and his wife and what it tell us about the famous British sense of humour.

Brand Storytelling: From Apathy to Advocacy

Nicholine — Tue, 01 Dec 2009 10:10:29 +0000

In this deck, I've shown how Brand Storytelling was used to great effect during the First and Second World Wars, as a way of controlling people's attitudes and behaviours, by giving them the motive, the means and the opportunity to help them tell better stories about themselves.

The Michelle, Peter and Mariah show

Nicholine — Tue, 01 Dec 2009 10:03:10 +0000

This week’s Insight of the Week looks at the surge of interest around the Michelle Obama photo story, the interwoven relationship between Peter Kay, Ticket Master and the Manchester Arena where he’ll be playing his live show and the vagaries of Mariah Carey’s fame.

Motive, means and opportunity

Nicholine — Tue, 26 May 2009 15:11:17 +0100
In this paper I have explored the concept of Brand Storytelling and how the most exiciting and effective stories always benefit the consumer as much as the brand. I have looked first at the three key elements of a storytelling strategy: Motive - the reason and rationale, Means - the content and connection and Opportunity - the event and invitation, all of which are interdependent to a large extent. I have suggested some interesting tools and techniques to uncover the stories that brands are telling about themselves and the stories that consumers are looking for. Thirdly, I have examined the ways in which the best storytelling brands are giving their consumers the information, inspiration and incentive to tell their own stories, in their own words and their own way.

Strategic Planning for the real world

Nicholine — Thu, 30 Apr 2009 10:04:35 +0100
This is my Masterclass - a comprehensive, step by step guide to the online research methodology I have developed, for turning online data into real world insight. In it, I use actual research scenarios and case studies to show how to harness the wealth of freely available information, inspiration and insight on the Internet for more resonant, relevant and effective Planning. In the first section, I list the tools and techniques for gathering the data. In Section Two I look at how they can be applied to a typical strategic development process and in Section Three, I have taken a sample business problem and looked at how the methodology can help us understand brands, consumers and communications and the relationship between them, in a whole new way

The mystery of the vanishing vegetables

Nicholine — Tue, 17 Mar 2009 14:39:49 +0000
I read a report of some research recently carried out by Oxfam which showed that 60% of consumers say they will buy more organic food in 2009. Terrific. But the actual sales figures tell a different story. According to TNS, after several years of robust growth, sales of organic goods fell by almost 20% in 2008 and have continued to decline into 2009. In this thought piece, I use my online research to explore the reasons for this conflict between consumer intention and action and identify ways that brands can harness it for their strategic advantage.

Chin Up Britain

Nicholine — Sat, 14 Mar 2009 17:37:00 +0000
There seems to be a tendency, in the way this recession is reported, and in the way some brands are focusing their communications strategies, to describe it as a mighty hammer blow that has prostrated the people of Britain. We are depicted as a cowed and passive people, entirely focused on the bad news around us and responsive only to increasingly hysterical offers and promotions. A kind of marketing ECT. Yet, when you look at what people are looking and asking for as they go about their business online, particularly when you look at what they are asking for on search engines, a more detailed and in many ways, different, picture emerges.

Nicholine Who?

Nicholine — Mon, 09 Mar 2009 12:38:49 +0000
Half consultant, half leader of thought and half agent of change, I am a different kind of planner. This difference manifests itself in, for example, a unique research methodology I have developed, which harnesses online data sources, to deliver authentic consumer insights which can be applied to devise resonant integrated strategies. I am currently Planning Director at Bell Pottinger so drop me a line there, on nhayward@bell-pottinger.co.uk or on my personal email, nicholine@gmail.com

Fight and Flight

Nicholine — Mon, 02 Mar 2009 17:41:21 +0000
I've discovered something very interesting through my online research. I've found that people search on Google for completely different things during the week and at the weekend. People spend the working week, particularly Monday and Tuesday, looking for information, sorting things out and facing up to bad news. Searches about the recession, redundancy, stress, heart disease, cancer, domestic violence and suchlike peak during these days. We also look for a plumber, look for a job and check bank rates and house prices. On the other hand, searches for romantic, relaxing, enjoyable information and activities peak at the weekend. It's as though we don't want any negative stuff to intrude on our weekend, it's our retreat from work and worry and a time for pleasure and personal fulfilment. This has some very interesting applications for brands and in the attached deck, I discuss how these insights can be harnessed to ensure that brands say the right things to the right people at the right time.

Search is Brand

Nicholine — Mon, 02 Mar 2009 17:10:12 +0000
I co-wrote the Search is Brand white paper with Mark Rogers of Market Sentinel in 2005. In it, we discussed how, with the rise of user generated content and the role of the search engines as gateways between brands, commentators and consumers, an online reputation management strategy is an essential part of corporate communications. Some of the technologies we describe are a bit out of date, but the insight was way ahead of its time.

Net Equity: a new vision for integrated marketing

Nicholine — Sat, 28 Feb 2009 11:16:18 +0000
I wrote this white paper in 2005, to discuss one of the key issues facing marketing professionals today – the integration of online and offline marketing. It explores the then radical idea of putting search, at tge heart of a brand's marketing strategy, and how using search more intelligently can help you get better results at every stage of an offline communications campaign.

Planning for Authenticity

Nicholine — Wed, 25 Feb 2009 17:33:36 +0000
My 2007 paper on how you can use online data to generate insights at every stage of the Planning process, from scoping the market and segmenting the audience to defining the messaging and tone of voice. The data sources have changed (from Yahoo! to Google) but the process is more or less the same. A seminal work.