Behaviour change experts, Hitch Marketing, launched their new insights tool last week at the biennial World Social Marketing Conference in Washington DC.
BEAR UPSTREAM combines emotional analytics with traditional research methods to produce intelligent insights that when fed upstream have the greatest impact.
BEAR UPSTREAM powered by Adoreboard, shows how people feel about issues, identifying the sentiments expressed behind comments made on social media. When combined with other research methods, a picture builds of how a target audience feels, thinks and wants to be engaged with. These insights create interventions that resonate on an emotional level, and enable commissioners and decision-makers to influence policy and strategy.
Hitch’s use of BEAR UPSTREAM with Alcohol Concern’s Dry January campaign helped them to understand how participants felt as they took part. Dry January had a high Adorescore showing that people were actively talking about their feelings. Further evaluation revealed that the Trust Index portrayed the health benefits from abstaining from alcohol, along with the Sadness and Disgust Indexes as individuals failed to stick to their goal, finding Friday and Saturday nights the most difficult.
Such insight is invaluable and builds up a year-on-year evaluation that can feed into service redesign and new strategy and policy development.
Hitch’s Managing Director, Gary Wootten said, “Behaviour change relies on insight, and BEAR UPSTREAM maximises impact by using social media data to shape campaigns and inform strategy.”
Taking its inspiration from nature, BEAR UPSTREAM mirrors the insight-driven approach bears take, wading upstream knowing that in time their efforts will be greatly rewarded. This strategic approach engages in changing behaviours at policy level, delivering greater impact and results.
Anyone wishing to find out more about BEAR UPSTREAM is invited to sign up for a free webinar, or visit http://www.bearupstream.com