The Next Lab
In today’s rapidly changing world a thorough understanding of the what, how and why’s of choice-making has become even more essential in keeping up with change and assuring one’s future. Being more predictive with regards to what consumers and shoppers prefer and understanding why that is.
In The Next Lab we focus on:
- Dealing with increased complexity.
- Being closer to the moment of decision.
- Understanding how context and motives influence choice.
- Identifying patterns in big data.
- Integrating the latest analytical methods and tools in our approach
- Understanding the unconscious consumer better
It’s also the place where the brainpower of our eight in-house PhDers is stretched to address the most challenging business questions that often cannot be answered with traditional methods. And the place where we partner up with our network of universities and small tech companies to benefit from the latest advances in our industry.
If you want to keep up with change, this is the place to discover how we can help. Or just post the business issue that needs resolving in your next lab and we will tailor a solution to solve it.
Mobile & Artificial Intelligence (AI)
What people think and say they (will) do is often not in line with what people do, often driven by socially desirable answers. To overcome this, we use artificial intelligence and a mobile research app which uses sensor data.
Mobile Research App & Sensor Data
Haystack has created a mobile research app that integrates data from smartphone sensors. The advent of new technologies, like sensor data from mobile phones, allows to collect behavioral data passively and thus in a much more implicit and unobtrusive manner. Moreover, combining it with location data enables us to interact with consumers in the right moment and context.
Artificial intelligence and the deep learning algorithms that we use help uncovering patterns in people’s behavioral data – patterns that people are often not consciously aware of themselves. Similarities in these behavioral patterns allow us to profile consumers on the basis of the big data that sensors provide. Working based on sensor data not only offers more insights into real-life behavior: respondents assess this new form of data collection as highly enjoyable because it requires very little effort on their behalf.
Using Artificial intelligence allows you get to know your clients in a different way and is the perfect enrichment of other customer profiling techniques. If you want to find out more about how this Next Lab can be used to solve your needs, contact Jasper Scheir or read the case.
Virtual Reality (VR)
New product launches often have a low success rate. While there can be countless external reasons for a new product to fail on the market (competition, adverse economic situation, etc…), part of the low success rate has been blamed on not testing a product in the contextual setting in which it will be used in real life. Given that context has been repeatedly proven to influence decision-making, I should be of little surprise that testing in lab conditions reduces predictiveness of real life success.
Recent advances in Virtual Reality technology offer a solution to bring context to lab settings. VR-based set-ups fit with The Next Lab’s philosophy of pioneering solutions that are more predictive for real life. It’s an approach backed up by scientific evidence of its efficacity to achieve exactly that goal.
A recent study of van Herpen and colleagues (2016) showed that using a virtual supermarket context (rather than a lab setting) is indeed a way to get closer to such real-life consumer responses. It’s an approach that is highly suitable to add context when questioning respondents about a (new) retail experience, to analyze behavior and product evaluation in a contextual setting and to measure the effectiveness of POS or other communication in a more immersive way.
The big advantage in relation to sensory product evaluation is that contextual influences can now be taken directly into consideration and the contextual discrepancy can be reduced. If you would like to see some of the cases we have executed within this Next Lab or want to discuss how you can get more contextualized solutions for your business contact Charles Laporte.
Haystack’s neuro approach is based on the fact that more than 90% of consumers’ decisions are rather irrational. Conventional research methods are insightful and directional on different levels but present some limitations when it comes to uncovering unconscious responses among consumers. This is especially true on sensitive topics or in regions where speaking one’s mind is sometimes harder than it should be and responses are filtered through several guidelines and habits.
This is where neuroscience comes in to help us decipher these subliminal patterns and behaviors. Neuroscience can also help revealing subconscious drivers of behavior and ensure higher impact of communication material and in-store marketing material such as POS, Call-to Action, Secondary placement, et cetera.
Haystacks has a wide range of neuroscience tools that can be used in function of your business needs and research approach: Indirect Association Test, Eyetracking, Biometric feedback (Galvanic Skin Response, observation camera’s), Brain response (EEG) amongst others.
These tools help assessing shoppers’ behavior, emotional engagement and excitement during the shopping process. Combining this approach with pre- and post-shopping trip interviews gives further insights into how communication or lay-out modifications change shoppers’ attitudes. Additionally, neuroscience can also help analyzing the automaticity of brand associations and how these associations are reinforced through communication.
If you would like to see some of the cases we have executed within this Next Lab or want to discuss how you can get more contextualized solutions for your business contact Hannelore Goddyn or read the case.
We live in the zettabytes era; there is an unstoppable data flow and we need powerful new approaches to make discoveries in this sea of information. In the past, data used to be very homogeneous and easily framed, but now a dataset may also include text, videos and pictures, audio files, biometric data. It can come from different sources: data that you already own, that we collect for you, or that can be bought from third parties; often it must be combined from more than one source to be meaningful.
Data science combines statistics, computer science, machine learning, and visualization to unlock insights and knowledge hidden in the data. The core of data science is using creativity and automation to analyze big and small datasets to creatively generate actionable insights and business value.
Just a few examples of what using data science can unlock:
- Mining patterns in consumers’ choices to understand what drives liking
- Finding new segments according to relationships or consumer preferences
- Exploring shopping behavior in specific consumers’ segments
- Tracking social networks to hear consumers’ opinions
- Modelling time series
The combination of our data and sensory science expertise is the perfect mix to support decision makers in making the right choice.
If you would like to see some of the cases we have executed within this Next Lab or if you want to discuss how you can get more data science solutions for your business contact Emanuele Pasqualotto.
Your Next Lab
If you have a business issue that cannot be properly solved by conventional methods, have a burning desire to experiment with a new method, or want additional brainpower to crack the code of a question that you wanted to solve for a long time contact nextlab@Haystack-international.com. Let’s find ways to stay relevant and future-proof, together.