I
Premium pet food, North America
What people call premium pet food is not a category in their minds. It is a stage on which owners perform their love — as trainers, as nurturers, as healers. The product is the script.
Brands
Social intelligence for brands
What consumers tell each other about your category, before you ask them anything.
A tracker tells you how the category scores on the attributes you chose. It cannot tell you whether those are the attributes people use.
We read the conversation consumers are already having, in forums, comment sections and communities where no brand is present. We map the constructs, tensions and language that organise their decisions. Then we build the survey around that map.
Where we start
Questions we are brought
- Why does a proposition that tests well not travel?
- Where does the category begin and end for the people who buy it?
- Which need is forming before it shows in sales data or a tracker?
- Does our segmentation describe people, or the brief that commissioned it?
- We are entering a market and a language we do not know. What are we missing?
Human analysts read the material. The Reading Machine holds the whole conversation at once, so nothing is left out because it did not look interesting. Interpretation stays with the researcher. How the work is done
From the Atlas of Social Truths
What we found when we listened
Cases
- IPremium pet food, North America
- IIBARE Zero ProofNon-alcoholic spirits, North America
- IIIBody care across Sub-Saharan Africa
- IVFinding the backdrop for a TV showTV production, Latin America
II
Non-alcoholic spirits, North America
BARE Zero Proof
- 214K
- public posts
- 130K
- people talking
- 6
- personas
A new beverage category cannot be sold on what it removes. People do not seek the absence of alcohol — they seek a different way to be present in the moments alcohol used to mark. Until the category offers that, it is a substitute. After, it is a choice.
III
Body care across Sub-Saharan Africa
Skin is a social currency before it is a body. In markets where lightness still carries advantage, "celebrate who you are" rings hollow against a culture organised around changing who you are.
IV
TV production, Latin America
Finding the backdrop for a TV show
- 4
- countries
- 40
- destinations profiled
- 12
- months of conversation
A production needed locations for a high-end show for young viewers in Brazil, Mexico, Argentina and Colombia. We read how young people in each country talk about the places they travel to, and profiled forty destinations by their character, by who goes there, and by the size of their social media audience.
One desire ran through all four countries: nature, and depth. The deeper a place lies, the more untouched, mystical or psychedelic the experience. Hard access and no signal are part of the appeal.
Tourism is a social media statement.
Where young people go
- 1Foz do Iguaçu
- 2Jericoacoara
- 3Pipa
Top five by character
- 1Jericoacoara, Brazil
- 2Xilitla, Mexico
- 3Real de Catorce, Mexico
- 4Riviera Maya, Mexico
- 5Jalapão, Brazil
Two ways to work with us
- The Full Social Truth Study
- Discovery through measurement, led by the Bakamo team. A written report, a presentation to your team, the discovery architecture and the full quantitative dataset.
- Better Surveys for Your Team
- The discovery phase only, delivered as an instrument-design input for your in-house or agency quant work.
Among those we have worked with: Adidas, Nivea, Philips, Unilever, Nestlé, L’Oréal, Reckitt, De Beers, Tesco, Macy’s.