Greetings HYPE community, and welcome to HYPE Academy, the segment dedicated to keeping you informed about developments in the creative sector. Today, I have the pleasure of speaking with Mellissa Mc Nelly from Kagiso Connect.
What gap are you seeking to fill with the SoundInsights platform?
With SoundInsights, we aim to tap into human truths while also connecting context and culture to research and insights, particularly within the South African landscape.
SoundInsights emphasizes understanding the “human story behind the data” rather than just focusing on demographics and audience numbers. How is this implemented in your work?
This involves a mix of qualitative research where we engage directly with people on the ground. We use several tools and panels to connect with our listeners and the wider consumer base. We analyze human tensions, as they often yield valuable insights. It’s frequently the uncomfortable truths about a brand that are vital for growth.
SoundInsights focuses on creative intelligence, audience intelligence, and attribution intelligence. How do these elements collaborate to provide advertisers with a comprehensive view of their campaigns?
We conduct creative testing for our clients while striving to balance artistic and scientific approaches. On the creative side, we explore neuromarketing, examining attentional metrics to see where viewers’ focus lies during advertisements. Additionally, we fine-tune our insights using data gathered from our panels. Our attribution efforts specifically measure ROI, particularly within radio and audio contexts, where traditional metrics may fall short. SoundInsights offers this essential perspective.
Considering the distinct cultural, social, and economic dynamics of South African consumers, how does SoundInsights ensure its research reflects the local environment instead of relying on generic global consumer models?
We prioritize customized approaches tailored to our local context, which is essential. Many overlook our unique diversity. The socio-economic divide influences our reality, and we need to adapt to current situations. Our methodology involves engaging directly with listeners and consumers to understand their realities, ensuring we stay relevant. We employ various techniques, including significant engagement through neuromarketing and simply having conversations with people. I advise smaller brands to connect with their consumers directly, whether they are existing, potential, or even those who might not consider their brand, to gauge current relevance.
Is the tool primarily suited for larger agencies, or can smaller agencies also benefit from it?
It is definitely designed for a broad audience, not just large agencies. SoundInsights serves brands of various sizes. While we work with larger clients, the platform is equally advantageous for smaller brands with limited budgets.
One of the core commitments of the partnership is linking media activities to measurable business results. In what ways will SoundInsights assist advertisers in proving that their media investments are indeed influencing actions like website visits, store traffic, and purchases?
We emphasize the need for measurable metrics, which is crucial as different businesses have varying requirements. Many have access to metrics that reflect ROI, but we focus on human performance indices. We assess revenue output and observe the influence on consumer behavior. While we recognize the necessity of a return on investment, we also consider behavioral metrics, which is where attribution tools fit in.
We conducted a campaign titled ‘a million and change’ across East Coast and Jacaranda, resulting in over 190,000 unique visits. Using our attribution tool, we could monitor the campaign live, analyze the spikes, determine which days performed best, and adjust our programming and creative accordingly to optimize outcomes.
As AI and automation increasingly shape how marketers comprehend consumer behavior, what insights can SoundInsights provide that data-focused methods might overlook?
While AI and automation undoubtedly play a significant role, SoundInsights emphasizes the value of human insight, which is crucial for brands looking ahead.
Looking forward, what does success resemble for SoundInsights, and how do you envision this partnership transforming the way South African brands utilize research, audience data, and media intelligence in decision-making?
For SoundInsights, success means becoming a strategic resource for businesses, offering insights beyond mere figures. We aim to relate the data to the human experience, emphasizing truth and cultural relevance. This direction will guide our growth, supported by evidence-based metrics for our advertisers.
