As individuals we all have a number of different social identities:
When you’re recycling stuff it might be ‘diligent green machine’, when out with friends your social identity might be less controlled…
Real Time Research (as described by Harvard Business Review) is designed to tune into which social identity is at play when we encounter different brands or services. Consumers are asked to use apps, make quick films: ‘hit the button’ to keep a record of where they are and importantly who they are when they’re around the brand in question.
Knowing which social identity people have when they are using or experiencing your brand is important, because social identities can be strengthened by brands themselves. Brands can become more like the social group, they can lead the social group, they can even create social identities.
Real Time Research gives you the materials to explore social identities – it’s evidence based, you then need more in-depth methodologies – one-to-one or group conversations to get to depth on the identities and understand how your brand might tune into or amplify that social identity.