Helping Microsoft feel the love through innovative mobile research

  • Revamping brand tracking in response to flat, inflated favorability scores by capturing over 2200 mobile-led
    “brand love” moments as they happen
  • Taking the best ideas of rigorous quantitative and emotive qualitative methodologies to create bespoke methods to make the complex simple
  • Using visual semiotics to create a ‘moments-based segmentation’
  • Actioning the insights from this work to fundamentally change how Microsoft measured perceptions of the brand among Consumer and Commercial audiences

Location: Main Room Date: 25th April 2018 Time: 11:50 am - 12:20 pm Adam Coleman, Microsoft Joanna Fanuele, Hall & Partners