Join Crowd DNA New York’s Tom Eccles, and London’s Phoebe Trimingham, for a session exploring how storytelling is evolving, to be captured and told from a distance...


November 11, 9am PST, 12pm EST, 5pm GMT – sign up

(Access via Demio; 45 minutes including Q&A)


Storytelling is not as straightforward as it once was. Not only is it harder to physically capture stories in a distant world, it’s also harder to capture the attention of those you’re telling stories to. In a time of rapid and unpredictable change, storytelling– from the method of delivery to the content itself – has pivoted and adapted at speed.

In this session, we’ll look at what has changed about how we tell stories in a time where most things are done at a distance. We’ll consider not only what different forms of remote storytelling have emerged in popular culture, but also how we – as researchers – can continue to build empathy with people, and understand our audiences without visiting or seeing them in person.

Presented by Crowd DNA’s global film lead, Tom Eccles, and associate director Phoebe Trimingham from our Socialise team, this session will consider:

– What new forms of storytelling have captured the spotlight in 2020

– How brands can use these new forms of storytelling in their communications

– How we can help stakeholders build empathy with their audiences and understand them without being face to face

– Ways research teams can continue to socialize their projects in a distant workplace

– How we capture and create impactful content at Crowd DNA

We hope you can make it!


November 11, 9am PST, 12pm EST, 5pm GMT – sign up

(Access via Demio; 45 minutes including Q&A)


 

We're recruiting for a brand new role at Crowd DNA, taking the lead across our foresight and content specialisms...

We’re seeking a skilled and entrepreneurially minded person to manage our Crowd Signs and Socialise teams and offers.

Crowd Signs: trends, semiotics, culture at scale (social and unstructured data), KIN (global network of experts, connectors and creators)

Socialise: in-house creative team, including film, editorial, digital, design

These two disciplines form an important commercial opportunity, but also play a crucial role in maintaining Crowd DNA’s positioning as a leading force in cultural insights and strategy, leveraging our POV in the form of content marketing and thought leadership material.

Key responsibilities:

– Leading the growth of our Crowd Signs offer; including business development, directing pitches, working closely with the team to deliver commercial advantage to our clients, ensuring repeat business and a growing pipeline of opportunities.

– Leading the growth of our Socialise offer – creating Crowd DNA’s own content, as well as managing outputs where we’re socialising insights for our clients; and innovating/monetising new opportunities for Socialise.

– Managing the Crowd Signs team – currently consisting of five multi-disciplined trends researchers, semioticians and big data analysts; making certain we deliver high quality project work at all times. We expect you to be experienced in trends work and, at a minimum, comfortable overseeing the other fields and keen to learn more.

– Managing the Socialise team – currently consisting of two videographers, one editorial lead and a designer. Next to managing the team, we expect you to be high standard at creating written editorial and, at a minimum, comfortable in overseeing the other fields and keen to learn more.

– Collaborating with Crowd DNA’s senior team to make sure Signs and Socialise contribute to existing client relationships and category specialisms, maximising the opportunity for revenue growth across all business functions and global offices.

– Enthusiastic at the prospect of managing a cross-office team, as we look to build out our Signs and Socialise skillsets in different locations.

This role will form an important part of the senior team across the Crowd DNA group. It’s a fantastic opportunity to join, in a senior capacity, a consultancy business that gets to work on a huge number of incredibly thought-provoking and culturally-oriented projects for amazing brands; and to be a key contributor to how we push the boundaries of what we’re about as a business.

We are open to candidates based in London or New York City for this role. It comes with great benefits (betterment scheme, training, sabbatical, company lunches and days out, flexi hours etc); and the opportunity to progress in an exciting and progressive business. To apply (attaching a CV and covering letter), please get in touch with Dr Matilda Andersson.

In our second installment of Click State, Crowd DNA New York turns to TikTok to uncover learnings from a platform full of politics, creativity and a lot of personality...

This post is part of our Click State series, analyzing conversation online (using our Culture At Scale method) in the lead up to the US election and turning emergent trends into valuable learnings. You can read our first post here.  


To uncover the full force behind TikTok, we have to debunk misconceptions – it’s not all lighthearted, silly content, and it’s not just a playspace for Gen Z. Instead, TikTok’s short form layout lends well to disseminating punchy information. If Twitter and Instagram forged the way for concise content, TikTok enables creators to add drama and flair to that same message. The platform’s democratic nature also provides everyone with the ability to post to the homepage. And it’s that accessibility that makes TikTok a level playing field when it comes to mobilizing around the election.

When browsing other social platforms, we see similar memes, clips, headlines and infographics. Yet the content on TikTok is always something new. By conducting social media analysis we can examine those differences further and start to uncover emerging, TikTok based themes around the upcoming election.

Democratizing Knowledge On #TikTokTaughtMe

From iPhone usability hacks to science explained, #TikTokTaughtMe enables users to share and expand their knowledge. This hashtag, paired with others like #Election2020, has given TikTokers a way to quickly educate themselves and others. From how to debate someone with opposing views to what certain laws mean, the hashtag creates a safe space for learning and sharing knowledge. This type of openhearted content highlights TikTok’s ‘come as you are’ ethos. It sets the platform up to welcome a diversity of opinion, while always striving to be better and learn more.

TikTokers utilize #TikTokTaughtMe to share and build knowledge
TikTokers utilize #TikTokTaughtMe to share and build knowledge

Making The World Smaller

Actor and rapper, Daveed Diggs, released a song denouncing Trump supporters as white supremacists. Users then merged it with the national anthem, which liberal TikTokers from conservative families are now using to confront relatives and catch their reactions on film. This is TikTok making the world feel smaller. Rather than being isolated in a town of people with opposing views, TikTokers are able to take to the platform to feel camaraderie. Such content empowers users to start difficult conversations, knowing they have the support of an online community behind them.

Challenges can provide TikTokers with a common space to relate to one another
Challenges can provide TikTokers with a common space to relate to one another

Being Your Authentic Self

TikTok Trump supporters are using #MAGAchallenge to show their love. The videos are varied, but all express proud support regardless of the opinions of others. Many use the song ‘I Like Trump,’ which voices similar sentiment and unifies the posts. In every election, some Americans shy away from voicing support for ‘unpopular’ candidates. But, with TikTok’s vast niches, there’s a place for everyone to express their true selves and feel heard. And when TikTokers feel supported, they feel empowered and free to speak their mind.

TikTok makes space for its users to be themselves and find others like them - near and far
TikTok makes space for its users to be themselves and find others like them - near and far

By analyzing these themes coming from conversations on TikTok, we can see the ability that social media has to create safe learning environments, build support systems and empower its users. But it is also clear that content can no longer be recycled across all social media outlets.

For brands to cater to their audience in authentic and impactful ways, it’s important to realize each platform’s use cases. Authenticity, empathy and camaraderie are built into all of TikTok’s features. So in a year where there’s a new breaking headline everyday, learning how to wield these features (as well as TikTok’s creativity) will help brand communications cut through.

Join Our Culture Club

We love the work we do and we're pretty lucky to get to do it. If cultural insights and strategy interests you too, applying for an internship at Crowd DNA London is a great way to get started. Culture Club kicks off in Jan 21...

Internships have always been good at Crowd DNA, but they just got better. Culture Club is a carefully designed three-to-four month programme that brings more rigour and quality to what we can offer those seeking experience in insight and strategy work.

Shaped from observations, conversations and an ambition to truly meet with contemporary needs, Culture Club comes in four stages:

Culture Relevance: immersion in Crowd DNA’s training modules on what we mean by culture, how it manifests and why it matters to brands

How We Work With Culture: exploring the methods and frameworks that we use at Crowd DNA to get close to culture and then to derive strategic meaning from it

Practical Application: theory’s all good, but you learn so much from getting involved; at Culture Club you’ll get to work (in a meaningful fashion) on a number of projects, and at various point along the timeline

Culture Wrap: we don’t just wave you away with a thank you card. Concluding the programme, there’s a coaching session with a senior member of the Crowd DNA team, including recommendations on next steps, what to learn more about etc. We want you to leave us primed and excited for what’s next.

In fact, we don’t necessarily want you to leave us. We offer permanent roles to circa 25% of those who come on board for an internship at Crowd DNA. And even when we’re not able to offer this, the vast majority of those who spend time with us end up some place very exciting, in fields such as insight, advertising, media and beyond.

No intern is left just making coffee at Crowd DNA. We encourage cultural curiosity and the opportunity to experience myriad aspects of our work. Importantly, we also hope to imprint on those who join us the importance of adaptability (one of our values is Everything Is Changing, after all) in the future workplace.

Our internships pay London Living Wage and we’re committed to offering an inclusive and exciting place to work.

How To Apply…

We’re not asking for CVs and we absolutely do not require you to come to Culture Club armed with a degree (though they’re of course good, too!), nor to be the loudest person in the room. But we do expect to see evidence that, in your own way, you have an active interest in culture and brands, and where they intersect (we can teach you the insight and strategy bits).

To find out more about Culture Club, get in touch (no CVs required) via this short form, in which we’ll ask a few questions about you and your interests.

Bursting The Beauty Bubble

We've gathered excerpts from Crowd DNA NYC’s recent webinar and KIN panel discussion exploring the cultural hotspots of the beauty category...

It’s been a busy couple of months for Crowd DNA webinars. We’ve covered topics ranging from hope and scenario planning, to TikTok and, in the case of our most recent event: beauty. 

The beauty category is already a hotspot for cultural change. But with the rise of challenger brands, the demand for greater diversity and an ambition to redefine what beauty even looks like, things are moving fast. To dive deeper into these themes, we combined trends and culture at scale analysis with a panel discussion made up of contributors from our KIN network (shout outs and thanks to: Louisa Kinoshi, Niki Igbaroola and Cassandra Harner). 

Download the report below for highlights from our conversations covering four key topics:

1. The Current Culture Of Beauty

2. Cultural Appropriation

3. Cancel Culture

4. Cultural Representation

Bursting The Beauty Bubble: Excerpts from our recent webinar

Thanks to all that joined us. Please get in touch with any questions, or if you would like to hear more about our thinking surrounding the beauty category. And watch this space for more Crowd DNA webinars coming soon.

Bursting The Beauty Bubble: Excerpts from our recent webinar

In the run up to the US Election, Crowd DNA New York will track the conversation online, turning emergent trends into valuable learnings. First up in the Click State series, a fresh look at localization...

Elections have been playing out digitally for years, but 2020’s presidential race – with its virtual conventions, TikTok meddling, basement broadcasts, corporate activism and Twitter declarations – is like no other. As we hit the final stretch, Crowd DNA New York’s Click State series will track the conversation online, using our Culture At Scale social media data method to identify emergent trends.

Our first post is below. By analyzing conversations coming out of swing states, we can see how a polarizing election is fast accelerating the shift from a collective American identity to a more local one.


Challenging the idea of a blanket ‘American identity’

In a year where governor mandates took precedence over presidential guidance on the pandemic, we’ve seen an accelerated shift from nationalism to a locally focused mindset. The events of 2020 have fuelled a drive away from a collective American character. Now, pride and trust in states and counties, even individual cities, resonates more strongly with American’s sense of self than the country as a whole. This, crossed with the nation’s individualistic nature, has been challenging the idea of a blanket ‘American identity.’

Then came the election. With polls neck and neck, especially in swing states, causes that hold local significance have come to the fore. We’re witnessing demand for attention to local issues and representatives who support each state’s unique needs. Candidates always pander to swing states, but this year, with a reinvigorated sense of local self, these states are armed with demands for their locales. By analyzing online conversations in three swing states, we can see how disparate voices are replacing one American narrative. Listening (socially) to these divided voices helps us learn how to speak to a fragmented, local leaning country.

Wisconsin:

With Covid-19 already making voting in the US precarious, Wisconsin reduced polling stations from 182 to five, disproportionately impacting low-income Black and brown communities. After months of Black Lives Matter protests and strong demonstrations in Kenosha, Wisconsinites feel empowered, rallying behind these communities. Rather than sitting out the election, they’re activating and driving change online, teaching us the value demonstrations can have on a location’s spirit.

Florida:

Climate change is a very real threat in states like Florida, which have been ripped apart by coastal flooding. Cross this with Gen Z, a generation of first time voters who have continually ranked climate change as a top issue. As climate change continues to harm Florida, the state’s voters seek candidates who prioritize the cause. Using social, Florida politicians rally the state by speaking to local climate initiatives. By referencing impacted locations and drawing from local experiences, politicians can relate to voters as fellow Floridians.

Arizona:

If Arizona’s votes go to Biden, as polling suggests, it would be the first time the state favored a Democrat in 24 years. This shift is thanks to the state’s growing Latinx population. And as more US-born Latinx Arizonans turn voting age, they will add up to a significant voting bloc. Social outcries appeal directly to these voters through the use of language and cultural references. In speaking to Latinx Americans, authentically addressing the cultural nuances in their culture is crucial.

Looking at these states, and understanding their fragmented identities, presents implications for speaking to American consumers. Messaging will feel more relatable if brands consider local identities first.

The sentiment ‘we’re all in this together’ is tone deaf to America’s transitioning sense of self. Americans don’t feel a sense of camaraderie with states whose needs differ from their own. They want brands to speak to an identity that exists beyond the singular American character.


Source: Brandwatch, tracking data from Jul 1, 2020-Sept 28, 2020

Wisconsin: Jul 1, 2020-Sept 28, 2020, Wisconsin, United States: ((election OR election2020 OR “election 2020” OR presidentialelection OR “presidential election” OR 2020election OR “2020 election”) AND (votersuppression OR “voter suppression”) AND (wisconsin))

Florida: Jul 1, 2020-Sept 28, 2020, Florida, United States: ((election OR election2020 OR “election 2020” OR presidentialelection OR “presidential election” OR 2020election OR “2020 election”) AND (“climate change” OR climatechange) AND (florida))

Arizona: Jul 1, 2020-Sept 28, 2020, Arizona, United States: ((election OR election2020 OR “election 2020” OR presidentialelection OR “presidential election” OR 2020election OR “2020 election”) AND (latin*) AND (arizona))

Recruiting For Crowd DNA NYC

We're seeking a quant-focused associate director to join our Crowd Numbers team in New York...

Crowd DNA has solid ambitions to increase its Crowd Numbers capabilities (that’s the name we give to our super skilled, highly dedicated quant team) in the US, meeting client needs across categories such as media, tech, finance and apparel, often delivering solutions in partnership with our Strategic Insights, Crowd Signs and Socialise teams.

This role offers the opportunity to take a front seat role in our NYC plans, working on diverse and exciting projects for some of the most exciting brands in the world. The briefs we get are amazing – truly at the intersection of data, culture and brands. We want someone who can bring provocative thinking and new ideas to quantitative work; who can develop enduring client-agency partnerships; designing new approaches and meeting future facing business challenges.

In more detail, here’s what we’re looking for:

– Five plus years of relevant experience; this could be in a research role, or as a strategist/planner who can point to solid quantitative skills

– Someone who’s played an important role in developing and winning business and managing client accounts

– Experience and confidence to lead complex, multimarket projects from start to finish and to be a trusted advisor to clients

– Ideally experienced in some of these areas: media, tech, fashion, e-commerce and digital journeys; a background in international as well as domestic research would be a plus

– Confidence in presenting to clients, expressing ideas, developing clear and energizing data visualizations, debrief decks and reports

– Track record of producing high-quality, winning proposals and project designs

– Experience of applying and leading work involving techniques such as segmentation approaches, drivers analysis, max diffs and conjoint

– Comfortable with, and enthused by, blending quantitative research with other methods, such as qual, trends, social listening and alternative data sources, including client’s own data 

– Enthusiastic about working alongside strategists, writers, film-makers and designers, as much as researchers; also for collaborating with equal enthusiasm with our teams in other cities

The role comes with great benefits (betterment scheme, training, sabbatical, company lunches and days out, flexi hours etc); the chance to work on some of the most stimulating and culturally-driven projects out there; and the opportunity to progress in an exciting and progressive business. To apply (attaching a resume and covering letter), please get in touch with Dr Matilda Andersson.

Next level organised? Born to keep even the trickiest of things firmly on the rails? We want you...

Project Producer – project management skills 

We’re growing our crack squad of project producers in our London office. Here’s what we’re seeking:

Demonstrable project management skills are vital here, as you’ll play a pivotal role in designing and running projects, with touchpoints including liaising with clients, suppliers and, of course, Crowd DNA’s in-house team.

You don’t necessarily need experience in insight and strategy environments – more a track record in ensuring projects run smoothly; managing timelines, sourcing costs, allocating resource etc. Any form of recruitment (experts, artists, influencers) or casting experience is a plus.

The role comes with great benefits (betterment scheme, training, sabbatical, company lunches and days out, flexi hours etc); the chance to work on some of the most stimulating and culturally-driven projects out there; and the opportunity to progress in an exciting and progressive business. To apply (attaching a CV and covering letter), please get in touch with Dr Matilda Andersson.