From Questionnaire to StoryFlow™: Traditional Insights in a New Format

Holland & Barrett: From Questionnaire to StoryFlow™—Traditional Insights in a New Format

How do you translate research data into effective marketing? Iris Latiers, Insights Consultant at Validators, shows during Nima Marketing Day how classic methods and innovative techniques reinforce each other. MarketingTribune spoke with her beforehand about the role of AI, neuromarketing and effectively translating data into successful campaigns.

“Since Validators was founded, we’ve been working with implicit measurements and have now developed more than fifteen tools,” Latiers begins. “In March of this year, we introduced StoryFlow™ AI, an ‘AI interviewer’ that asks respondents targeted questions. This is an excellent example of how we’re transforming traditional research with AI.” Validators uses the framework “The Fundamentals of Creation,” which measures the effectiveness of creative work across four dimensions: Breakthrough, Engage, Stick, and Trigger. Tools like ValueFlow and EmotionFlow implicitly measure emotional engagement on a per-second basis. “These are strong predictors of effectiveness, and they allow us to recommend targeted optimizations.”

Neuromarketing as standard

“Implicit methods and neuroscience are essential for measurability,” says Latiers. That is why Validators incorporates neurotools into their research as standard, such as EmotionFlow™ or implicit association tests, which make it possible to measure consumers’ unconscious reactions and emotions. “Clients find this valuable because it offers them insights that go beyond traditional research methods and provides actionable information on how to optimize creative work, campaigns, and mental market share.”

From insight to action

Good data is only truly valuable when it leads to action. Validators helps clients interpret insights and formulate concrete next steps. "We analyze based on marketing laws, such as those of Ehrenberg-Bass, Binet & Field or Keller," Latiers explains, "and provide recommendations that lead to better marketing. Proper questioning and shared language within an organization are essential to truly activate research findings. 'We like to put ourselves in the client's position and think about how they want to translate the results to their own organization.'

During Nima Marketing Day, Validators will present a case study featuring Holland & Barrett. “We’ll show how data was successfully translated into an effective marketing campaign,” says Latiers. “The research provided valuable insights into consumers’ health goals. By adapting its strategy accordingly, Holland & Barrett achieved tangible results.” (View the slides here)

Connection to the brand

Finally, Latiers emphasizes the importance of brand personality. 'Consumers want to be able to identify with a brand. Through storytelling, showing authenticity and conveying a deeper message, brands can leave a lasting impression and reinforce positive associations.