THE WHITE ROOM: WHY IT WORKS

The White Room is about real life. We ask open, interesting questions. We get truthful, intimate answers – on video, in people’s own words, and from their own environments.

The White Room is about speed. Brands need to be quick to survive. They need to be responsive. They need to understand people in real time. The White Room gives you that.

A few perfect uses for The White Room network:

Vox mobs: vox pops made better »: The traditional way of doing vox pops is a bit flat. Getting the boys in dispatch to do them doesn’t cut it, and people on the street don’t act or respond naturally when a stranger points a camera in their face. But they do when using their own phones in their own environments. Vox pops from The White Room (vox mobs, anyone?) are more than talking heads – they’re focused, considered and true.
Pitch and presentation theatre »: Real customers talking – it’s engaging and enlightening; yet it happens too rarely. Including a few clips of people from The White Room in a your PowerPoint brings your argument to life in a unique and compelling way.
Context work »: Video-enabled mobiles give you a window on people’s brand experiences where and when they happen. It’s people’s actual engagement with your brand or product in situ, not a memory of it, or a forced experience behind a one-way mirror. Use The White Room for real life video diaries, shopping trips, moments of truth. No other research technique gives you this level of real-life closeness.
Brand development »: The speed of response from The White Room lets you explore, map and refine brand work from the big idea to the final thing. Instead of just testing animatics or finished film, you can build customer response into each stage of your brand development, as it happens, learning as you go.
Answering the little question »: Sometimes you just need a quick answer to a simple question. It’s not grand strategy, just a yes/no, or a ‘how about this?’ If you don’t have the time or budget for groups, and the traditional office email poll seems a little off target, we think we have the answer.

The White Room also allows clients to build and refine their own networks for particular needs:

Pre-studies video to map the landscape »: The White Room grounds the dimensions of your study in real, consumer terms. Before a tracker, it lets you understand the KPIs that matter, rather than the ones you think might matter. Pre-qual, it lets you understand what’s important and what’s not, refine your focus and hit the ground running.
Post-group work to refine your learnings »: It seems a waste to draw a line under group learnings when your respondents go home. The White Room lets you carry on the conversation with them. It lets you understand how your idea, product or ad beds in over time. It allows you to refine your understanding of the details from groups, and go back for a second, third or fourth round, quickly and cost-effectively.
Bespoke brand networks »: We can build bespoke networks of brand users to provide regular feeds on attitude and behaviour. Networks can be recruited to run for days, weeks, or months. Learnings can be iterative, testing ideas and concepts as they develop, or you can focus on building an understanding of brand usage over time. Bespoke networks let you see how people interact with your brand in real life, let you build advocacy groups with dedicated members, and give you access to your customers’ opinions and behaviours in real time.
A human face on your tracker »: The White Room allows you to bring your numbers to life. It lets you see the people behind the lines, and gives you near-instant response on why the numbers are going up, or down. Track individual traces or include monthly video updates. Use it for hot topics and on-going key measures. Build a library of human response to your brand questions that’s open to everyone across your business.

Why do you want to be a part of it? Not just because you get answers quick, but because you get a better quality of answer.