Peroni

Understanding influencers

Agenda helps to understand the fast changing world of style and culture influencers; to plan powerful initiatives based on the findings

A live project since 2011, the methods used across the different phases of Agenda have been diverse – online communities, workshops, video blogging, ethnography, quantitative waves, too – but the objectives have remained consistent: ensure Peroni can make sense of influential audiences, how they reach their style, culture and entertainment choices, and thus the moves the brand needs to make to remain as utterly relevant as it can.

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Next to mapping how influencers relate to brands and to notions of ‘premium’, we’ve also conducted competitor analysis, and got up close to particular themes such as food, travel, festivals and media. Sometimes we turn our attention more to the specifics of Peroni, collaborating with our Agenda participants to optimise experiential activity and comms, and to refine the message at the heart of the brand.

Of equal significance to the first rate insights and recommendations in the success of this project has been the focus on giving the work an identity. Hence the name Agenda (so much sharper than client teams referring to “that research project”) and a concentration on building a visual identity into the work, and editorialised assets. Ensuring impact, a guiding principle at Crowd DNA, has been particularly important.

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.