We (at Frontier) were doing some initial advertising to launch a new campaign, and had done some concept testing to see how the message was going to get across to the market.  We conducted a lot of focus groups, and after listening to them ourselves felt overwhelmed with the hours worth of data.  Although we tried, we just couldn’t get down to concluding: “Are people saying things consistent with each other?  Is there a common theme coming across the various participants in the focus groups?” 

So, we decided to use Computer Intuition to analyze the focus groups and see if it can help us arrive at some conclusions.  We were especially interested in focusing on:  “What are the main points in the data?” versus, “Yeah, here are 50 points that I could make out of it.” 

We actually brought our advertising agency in, and had Hanan present to both our team and the advertising agency. We wanted to look at our concepts and say:  “Is this message getting across?  How are people interpreting our company, our product and our offer?”  Using the Computer Intuition results we found that our advertising message was too soft.  These people were consistently saying: “Where is the big offer?  Where is the hard offer?  Where are the facts?”  So we revised the advertising message buy putting in the facts and taking out some of the soft sell. 

With most research projects I’m used to, I get a foot-thick stack of reports that are filling drawers and cabinets, and then I have to pour over them for weeks wondering:  “Geez!  What am I supposed to do with all this data?  It just cost me an enormous amount of money.”  In this case, with Computer Intuition, Hanan came in with one sheet and a disc of data and said:  “Here is what the customers are saying about your advertising.  Let's work on the strongest messages you can get out to these customers.”  This allowed us to go right to action, and literally within days we improved our campaign. 

In today’s competitive environment, you don’t have the time to spend months and months analyzing data.  You really have to have your finger on the pulse of what your customers are thinking, how they’re being affected by the competition.  Computer Intuition gave me the ability to do that live and rather quickly.  I don’t have to get into these massive research projects where, by the time you get the answers, they are already out of date, and your competitors have already done something else.  It gives us a way to always keep up with, on the edge of, what’s going on out in the market. 

There are a lot of people working with linguistics, but Computer Intuition really works.

• Allergan Pharmacetuicals
• Frontier Communications
• IBM
• Hewlett-Packard
• Apple Computer