Feature announcement: microculture filters.

Recorded by:

Written by:

EVP & Group Director, Anthropology

We are very excited to announce the addition of a new ‘microcultures filter’ feature to our application to improve the speed and ease of self-serve or DIY analysis. The purpose of this addition is to help users quickly and easily isolate the part of a macroculture that pertains to a particular theme of meaning. In essence, we have created a tool that isolates parts of the meaning-web so we can understand those parts more easily.

Let me give you an example.

Let’s say your macroculture (starting point) is natural cleaning. You begin by searching the topic “natural cleaning” and examine the resulting meaning map. Now, you see a topic that interests you – ‘harsh chemicals’. You now want to understand what this topic means in the context of the underlying macroculture of natural cleaning.

Now, all you have to do is click the topic and add it to the microculture search bar.

The result is a new meaning map that is focused on that part of the macroculture (of natural cleaning) that pertains to harsh chemicals.

To understand exactly what harsh chemicals mean, we can now dive into this new map of meaning and quickly get a clear sense of what harsh chemicals mean in the context of natural cleaning.

For example, here we can see that the harsh chemical microculture is really focused on those types of cleaning applications where the elimination of odor and bacteria are top concerns. These are areas where consumers think more heavily about the use of harsh chemicals and associate these chemicals with allergies, skin irritation, the weakening of nails, and the use of excessive amounts of water.

All this was of course extracted in a matter of 90-120 seconds of analysis thanks to this ‘microculture filter’ that allows us to quickly isolate parts of the macroculture that we’re interested in.

The rest of the analysis remains the same. We still deliver the sizing, maturity, and ethnographic DNA of the microculture as we always have. That does not change.

This implementation is all about our continued endeavor to make our technology more friendly to quick DIY application.

If you are a client and you are reading this, you will receive an email from our customer success team later this week confirming when this change will be visible to you in the application as well as in the reporting we deliver.

Ultimately, the goal for this improvement is to make the process of identifying microcultures easier while in DIY mode.

What do you want to research today?