Natural Language Processing

• What's Next
  Our Named Entity Recognition (NER) system leverages a machine learning technique that allows us to extract the key topics, names, brands, etc. within a given topic (e.g. what is most relevant or what is up-and-coming). It allows us to open doors and ask questions that we would have never thought to ask otherwise.
  

• Sentiment Analysis
  Using machine learning, we segment the parts of the population that feel positive, negative, or neutral about any given topic.
  

• Clustering Analysis (using k-Means Clustering)
  Our clustering algorithms parse out the major segments of any conversations. This gives us a sense of the size of different conversation topics and also what conversations are taking place.
  

Quantitative Research (Surveys)

• Pricing Analysis (using Gabor-Granger)
  Our pricing analysis uses sophisticated statistical techniques to pinpoint the most that a customer will pay for a product. 
  

• Market Dynamics Analysis
  We take the time to understand the context of our problem, which means understanding the most important forces impacting price and consumer behavior. Understanding this is crucial in being able to define the understand what the right questions are. 

MFactor (proprietary algorithm)

Our proprietary tool allows us to quantify cultural momentum by breaking it down into mass, velocity, and an overarching momentum score. 

• Momentum Score
  Mass + velocity

• Mass Score
  Metrics that measure awareness

• Velocity Score
  Metrics that measure discussion and engagement

Machine Learning & Artificial Intelligence

• Segmentation Analysis
  Find out with statistical certainty what really motivates your target audience, determine an ROI on your product innovation, or quantify the most effective messaging strategy. The analytics tells us what’s happening in culture, different groups, and understands the different factors that influence a brand.
  

• Regression Analysis
  We use machine learning to understand the relationship between two or more variables and then to predict how that relationship will continue to play out. Think: At what price point is this customer most likely to purchase this product at?
  

• Classification Analysis
  We use machine learning to separate data points into classes which are typically binary. Think: Will this customer purchase or pass on this product?
  

• Machine Marketing
  Uses hugely powerful AI inform future brand strategy, by intelligently summarizing and answering strategic questions based on a mix of quantitative data and an autoregressive language model
  

• Affinity Groups
  Predicted consumer lifestyles, behaviors and passions that go beyond demographics

Social Listening

• Demographic Analysis (Demographics Pro)
  

• Forces Analysis (identifying the major events & forces driving)
  Our analytics tools allow us to identify the major forces driving culture and events, at a level more specific than a Market Dynamics Analysis. By analyzing millions of social media documents on Twitter, YouTube, Reddit, and paid media, we are able to get a pulse on where spikes in conversation/momentum come from.
  
  
  

Qualitative Research

• Focus Groups

  A guided, face to face discussion to see how people feel about a concept or product — when we want to see their facial expressions, body language and how they work through exercises. 
  

• HIVE

  A digital community of people that matter to your brand. We engage with them over time to work through a challenge with continuous learning.

  Through ongoing, online activities including video diaries, journals and surveys, we are able to ask, listen, learn — and move ideas forward every step of the way.
  

• IDI (In-depth Interviews)

  Want to know what makes someone tick or tap all areas of their expertise? IDI’s -- a one-on-one conversation – let us dive deeper and explore more than what’s on the script and go on tangents to uncover emotional tensions & conflicts. 
  

• Flash Polls

  Our proprietary quick turn approach to get a dipstick read on any challenge or opportunity that comes up, so you can win.

  An accurate way to get immediate answers to burning questions (within 2-3 days) from a representative sample. When you need to make fearless decisions fast.
  

• Zoom Rooms

  Virtual focus groups allow you to hear directly from the people you are trying to reach, wherever they are. Participants feed off each others’ answers, allowing us to uncover a wealth of insights and discover new ideas. Everything is also recorded and transcribed. 
  

• Momentum Community

  Decode_M has an existing community of consumers that think and act in the momentum mindset. At any point throughout the process, we can tap into the momentum community with 1 - 3 questions to get their feedback, perspective or POV.