Tools and Terms

To produce unique results for our clients, Drumcircle has developed a number of unique, proprietary tools and techniques.

(as of today, that number is five):

1. b.frank™
Our proprietary online research tool, b.frank uses pictures and words to lead respondents out of the “rational answer rut” and forces them to react with feelings and emotions. Experiment with a demo here.

2. Emotivators™
They’re what b.frank helps us discover; the hidden emotions that motivate or inhibit action. A proper Emotivator will fill in the blank in this sentence: “Interacting with your category/brand/product affects how _________ I feel”.

3. IdGrids™
These are the raw, words-and-pictures output of b.frank. Despite having not been “quantjocked” yet, they’re incredibly rich with insights.

4. Create/Debate Sessions
A group of regular folks uses words and pictures from IdGrids to create their own narrative about our brand, then compares their results with those of a similar group with contrasting views.

5. GapMaps™
These are visual representations of where your brand is Emotively strong or weak compared to your competitors, your category and even an imagined perfect version of your product. GapMaps are one of the key tools for helping us understand what people really want, even if they don’t know they want it.