BrainMustard offers a new way to scan and analyze the Internet chatter and build customer experience maps and comprehensive models for consumer behavior within the brands ecosystem. The models and maps that we build for our clients offer revealing and sometimes unexpected consumer insights. The insights help our clients to formulate new initiatives to enhance customer experience and increase sales , sometimes by an order of magnitude.
Our unrivaled methodology and state-of-the-art technologies enable us to discover unexpected insights and uncover the needs and desires of the consumers, and to explore various brand touch points, and measure their impacts in shaping the brand perception and consumer experience.
One major difference between our solutions and others is that our output is visual – not text. So, all at once, you can see the whole picture. These comprehensive visual models empower our clients to identify profitable market opportunities and generate novel ideas that delight consumers and enhance their experiences.
Private Label Brands
Customer Experience Maps for GO Transit
Social Influence & Decision Making Process for Spencer's
Identifying Profitable Niche Markets & Outliers
Partnership with Design Firms
Pyschographic Segmentation & SportChek
Path to Purchase Maps for Bauer
Here is the list of our white papers, articles, and case studies:
Secret Sauce of Successful Specialty Wellness Stores:
In this article, we discuss the secret sauce of successful specialty wellness stores in using CX design elements in increasing customer loyalty... Click here to read the full article
Virgin Atlantic’s Guilty Pleasure Sentiment with Salt and Pepper Shakers:
In this article, we discuss how Virgin Atlantic encourages the passengers to break one of the 10 commandments to enhance customer experience ... Click here to read the full article
What Louis Vuitton Could Learn From IKEA:
In this article, we touch upon the grave mistake that Louis Vuitton made in taking one of the most sacred elements of customer experience lightly ... Click here to read the full article
TEAVANA & PARADOX OF CHOICE:
In this article, we study the genius customer experience design of Teavana in dealing with the pain of paradox of choice ... Click here to read the full article
EATALY PART 2 - 3 PAIN POINTS THAT MAKE EATALY REMARKABLE:
In this article, we study three notable pain points in Eataly and explain why a band aid approach to fix them will ruin the brand image... Click here to read the full article
EATALY PART 1 - FRAMING EFFECT IN RETAIL EXPERIENCE:
In this article, we touch on some aspects of the positive and negative framing effects in retail experience design (Eataly)... Click here to read the full article
WINNER'S CURSE IN DESIGN OF CUSTOMER EXPERIENCE:
In this article, we touch on some aspects of poor application of gamification in retail design... Click here to read the full article
THE CUSTOMER EXPERIENCE OF UNPREDICTABILITY:
In this article, we discuss a common misconception about the value of consistency... Click here to read the full article
ADJUSTING TO THE DEMISE OF DEPARTMENT STORES:
In this white paper we identify one of the viable options for suppliers who need to adjust to the decline of department stores and general retailers such Sears... Click here for more information
THE VALUE OF CUSTOMER EXPERIENCE MAPS IN DESIGN:
In this white paper, we explore the ways design firms promote their creative work through data-driven customer experience maps and win the confidence of their clients... Click here for more information
PSYCHOGRAPHIC SEGMENTATION & SOCIAL INFLUENCE GRAPH FOR NIKON
In this case study, we share some of the findings from our research for Nikon and a few key insights from the 150 points of interactions identified in the social influence graph... Click here for more information
CUSTOMER EXPERIENCE MAP FOR DOLLAR STORES:
In this case study, we share of the key findings from our research for dollar stores and the key insights from its 17-foot long customer experience map... Click here for more information
Pyschographic Segmentation / Customer Experience Mapping For Financial Products as well as Branches
Psychographic Segmentation / Customer Experience Mapping for +1000 Stores
Customer Insights / Path to Purchase / Customer Experience Engineering for Bauer Flagship Stores
Psychographic Segmentation / Customer Experience for Rexall Pharmacies and Private Label Brands
Psychographic Segmentation / Customer Experience Mapping for Consumer Market and Stores
Psychographic Segmentation / Customer Experience Mapping for Omnichannel Offers
Consumer Insights / Social Infleunce Graph for Apparel Offers in +400 Stores
Consumer Insights / Customer Experience Mapping
Consumer Insights / Pyschographic Segmentation for Brand Positioning of New Products
At BrainMustard, we use a combination of art and science. Using advanced and powerful natural language processing algorithms, network analysis, and marketing models, BrainMustard offers business intelligence from the content of social media.
We use state-of-the-art technologies to analyze millions of relevant online conversations. We call it chatter, but what people are saying on the internet, if analyzed with proper technologies, can become very meaningful - and the lessons we learn can provide unexpected insights from the people you most want to understand, the people in your target markets.
We deliver the insights and intelligence as a result of listening, segmenting, understanding, and visualizing the Internet Chatter. We create semantic maps to find new market opportunities, untapped segments, and brand associations. We are experts in designing customer experience maps, path to purchase maps, and social influence graphs.
And best of all is that you do not have to worry about technology. Your company does not need to choose between learning all social media theories, science, and technologies and using an over-simplified dashboard to measure some non-actionable non-revenue-generating index.
We deliver what matters to you.
a. Customer Experience Map
Our customer experience maps are consumer-centric views of the brand ecosystem. They serve as powerful visual tools to gain a bird’s-eye view of the points of interaction of the customers with the brand, the environment, and other people - collectively known as brand touch points - and their impacts on customer experience throughout the journey.
Our CX maps are different from what most people are used to. We capture all the essential details. We don’t chart a few dozens or so touch points and pain points. Because our maps are comprehensive, they are over 17-feet long and contain north of 200 touch points and pain points and moments of truth. We also use advanced interactive digital media to present the CX maps and its unrivaled findings to our clients.
For a typical map, using our state-of-the-art technology, we collect millions of consumer data points and map them into hundreds of touch points and plot their interactions. The insights provided by these dynamic maps empower clients to significantly enrich customer experience through introduction of new experience packages.
The unexpected consumer insights and latent needs identified during this process allow our clients to gain substantial competitive advantage by expanding into unchartered territories in the minds of consumers and utilize choice architecture to identify pathways to increase customer loyalty.
b. Social Influence Maps
Social influence maps are visual tools to identify the dynamics of external and internal forces and associations that influence the consumers. These maps serve as powerful tools to visualize the decision making process along with its complex network of influencing factors.
For a typical map, using advanced natural language processing and network analysis algorithms, we capture millions of data points to plot the flow of influence from information channels and reference groups on the state of the mind of the consumers.
The insights enable our clients to identify the critical points where and why consumers choose to opt-out. As a result, our clients are empowered to calibrate their marketing efforts to reduce consumers’ cognitive strains and mental taxing efforts during decision making process.
Moreover, these maps enable our clients to visually consider the entire ecosystem and manage the flow of relevant information to help consumers make better decisions.
c. Path to Purchase Models
The consumer market is more fragmented than ever. There are myriad of digital devices and information channels. There are many distractions. Consumers are only just a few clicks away from competitors. Regardless that you are an omni-channel brick-and-mortar store or an online pure play retailer, having a frictionless and cohesive path to purchase has become necessary.
Our path to purchase models are informed based on the data collected about the experiences of our client’s target market. These models empower our clients to refine their offers to be more in-sync with the behaviors of the target market, resonate with the consumers, enhance their experience, and increase repeat purchase.
d. Psychographic Segmentation
Using state-of-the-art technologies, we collect millions of consumer data points and divide the market into strategic, sizeable, and marketable segments based on the personality, lifestyles, behaviors, and preferences of the consumers.
These insights are shared with the clients through annotated semantic maps which visually reveal the conscious and subconscious associations that the consumers have developed with the brands and products of our clients or their competitors.
Through this process, we also identify strategic outliers whose unmet needs can be satisfied profitably. This allows our clients to optimize their product development, advertising, and branding efforts to increase their market share, revenue, or profit.
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Path to Purchase Maps Depicting the Dynamics Among the Influencers, Users, and Decision Makers.
Bauer Hockey is the leading manufacturer of winter sport equipment, fitness, and apparel in North America and produces helmets, gloves, sticks, skates, shin guards, pants, shoulder pads, elbow pads, as well as goalie equipment.
In a nutshell, Bauer is looking into ways to penetrate into new segments of the market and grow its constituents especially among the younger generation.
BrainMustard conducted a comprehensive research to understand the consumer mental associations, the decision making process, and path to purchase.
The study consisted of various psychographic and demographic segmentation exercises and resulted in a comprehensive segmentation analysis and decision making model depicting the experience of customers inside and outside store.
A valuable takeaway from this research was the discovery of the dynamics between the influencers, users, and decision makers throughout the client's information and communication channels.
These insights allowed the company to make strategic decisions to improve its choice architecture and product offerings throughout its distribution channels.
Pyschographic Segmentation to become an Experience-Centric Brand
SportChek, is the largest sporting goods retailer in Canada with more than 1,200 retail outlets.
The former parent company (Forzani Group) understood the threats of major competitors and decided to reposition the brand and establish a sustainable competitive advantage in order to maintain its market dominance.
BrainMustard, using its proprietary social technologies, conducted a comprehensive psychographic segmentation of the market in order to develop solid understanding of consumer mindset and brand associations.
Equipped with these insights, Sportchek successfully repositioned its brand from a product distributor to an experience provider and hence, maintained its dominance despite the ever tightening competition.
SportChek successfully re-invented its in-store experience to cater to experience seeking consumers. The consumers were receptive of these developments and the sales soared. A few years later, Canadian Tire acquired the company for over $770 million.
Pyschographic Segmentation and Customer Experience Map for 65 Million Riders
GO Transit is one the most developed inter-regional public transit systems in the world, which primarily serves the Greater Toronto Area. In 2013, GO carried 65 million passengers and the ridership continues to grow.
To increase customer satisfaction among its riders, GO Transit has been brainstorming to identify the ways by which they could improve the lives of their riders while remaining a profitable service organization.
BrainMustard partnered with GO Transit and conducted comprehensive research to identify the latent and unmet needs of GO riders and understand the customers’ journey holistically - before, during and after the trip.
The study consisted of a thorough psychographic customer segmentation which resulted in development of detailed and comprehensive personas for each segment.
The result of this research was captured in a twelve-foot long customer experience map with 200+ touch points, which reflected the complex dynamics between various touch points and customer interactions.
Incorporating the insights and findings from the customer experience map, GO Transit has taken new initiatives which will enrich the experience of the riders while increasing the non-fare revenue for GO Transit.
Understanding Social Influence in Decision Making Process
Spencer’s is one the largest retail stores in India with over 400 locations across 60 different cities. It has created north of 60’000 jobs and continues to prosper.
Thanks to an ever-growing list of competitors, both local and international, Spencer’s needed a unique point of differentiation to connect with its target constituents - the rapidly emerging Indian middle class - through stores which bring the brand closer to the emerging affluent market.
Using BrainMustard’s comprehensive psychographic segmentation research, a thorough understanding of the complex individual and social factors developed which were captured in a detailed social influence graph and a dynamic path to purchase map.
Empowered with these consumer insights and marketing tools, Spencer’s has laid out the strategies for upcoming product offering in apparel and fashion departments throughout all 400+ stores which resonate with the emerging affluent market in India.
Psychographic Segmentation and Customer Experience Maps for Pharmacies
McKesson Corporation is one the most prominent distributing pharmaceuticals, medical supplies, and care management tools in the world. McKesson has greatly improved the quality of patient care in North America for over a century.
With the acquisition of I.D.A. and Guardian drug store chains, McKesson acquired a portfolio of retail banners and for the first time in its history, sought to engage directly with consumers through retail presence.
BrainMustard conducted comprehensive research to understand the consumer mindset and product associations to identify and explore the latent and unmet needs and key drivers of emerging consumer segments such as LOHAS (lifestyle of health and sustainability) in Canadian market.
The study consisted of various psychographic and demographic segmentation exercises and comprehensive customer experience maps depicting the experience of customers inside and outside pharmacies.
The result of this research has been incorporated in the design and distribution of atoma™ and diem™ private labels targeting two distinct segments of the consumer market.
The customer experience maps enabled McKesson to re-design the experience inside and outside the stores to establish and promote the much-needed trust between the pharmacists and the consumers.
Just under six months, McKesson offered over 700 SKUs of these brands across a wide range of packaging formats, and the retail prescription is earning McKesson a permanent place in medicine cabinets across the country.
Analysis of Competitive Market & Brand Associations
When an advertising agency for one of the largest Japanese electronics and optics approached us to enrich their existing ideas for a nationwide commercial, we at Brain Mustard conducted a exploratory research and realized the brand is suffering from inconsistencies throughout communication and sales channels.
Because of this, less tech savvy consumers started to migrate to competitors. Using our online chatter analysis software, we did an extensive research on the brand perception and the positions of the main competitors in the mind of the customers.
The agency, equipped with this knowledge, redesigned the campaign accordingly and yielded a very high ROI.
Pyschographic Segmentation and Identifying Niche Markets
One Tea Leaf, a new start-up tea house in San Francisco, approached BrainMustard to identify the untapped niches of the market in order to develop unique and profitable offers to those niches.
Using our proprietary social technologies, BrainMustard conducted an extensive psychographic segmentation research to identify several untapped segments that were mutually exclusive (i.e. targeting one required alienating the others).
After several consulting sessions, the owner chose one target and strategically designed the tea house to cater to the needs of that particular segment. The tea house generated substantial profits and expanded to several locations in the San Francisco area prior to be acquired by a national coffeehouse chain.
Partnership with Design Firms
Perennial Inc is one of the most accomplished retail design companies in North America. It continues to partner with BrainMustard to transform the retail experience for its clients.
Many fortune 1000 companies such as Coca Cola, Mattel, and Staples benefit from the designs and creative ideas that Perennial delivers.
Using state-of-the-art technologies, BrainMustard looks at competitive sets and find the unexplored territories for Perennial to change the way customers see a brand and interact with it.
Equipped with these knowledge and strategic insights, Perennial Inc. has established a reputation for an outside box and strategic thinker in the industry and has become a thought leader in design thinking for retailers../images/ClientLogoSlide/1.png./images/ClientLogoSlide/2.png./images/ClientLogoSlide/3.png./images/ClientLogoSlide/4.png./images/ClientLogoSlide/5.png