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Resources

Proof, playbooks and ideas

Case studies from agencies and brands, use cases worth borrowing, and practical tips from the Fabric team.

Case Studies

How agencies, brands and universities have used Fabric (formerly mindswarms) to win pitches, test creative and learn from real people on video.

The Phillie Phanatic mascot at a packed ballpark, a still from the MLB Opening Day campaign

May 2023How W+K used Fabric to understand sports fans, quicklyW+K was invited to pitch MLB due to its credentials with Nike and ESPN, and needed quick-turn qual on a limited budget to test its strategic themes.Read more

Laptop showing a Fabric study dashboard with video responses and an emotion chart

Apr 2023Using Fabric AI + ChatGPT to Explore Shifting Attitudes Toward AIA brief summary and the response data from a Fabric study on shifting attitudes toward AI, analyzed with Fabric AI and ChatGPT.Read more

Group of teenagers looking at their phones, in black and white

Sep 2021Ad Testing: 72andSunny and the “truth” campaignAmerican Legacy Foundation and 72andSunny needed to test new truth campaign creative with teens. mindswarms put the concepts in front of them on their smartphones. Positive vibes won out.Read more

Use Cases

The kinds of studies teams run on Fabric, from new business pitches and ad concept tests to in-home use tests and journey mapping.

Researcher pointing at wireframe sketches pinned to a wall

Sep 20214 ways Fabric works with traditional qualitative researchUse Fabric to recruit in advance for ethnographies, sharpen discussion guides, and follow up with consumers after traditional fieldwork.Read more

Woman relaxing on a couch with a white dog

Sep 2021Conduct a deep-dive with one key audience segmentLearn about your target audience, including their opinions and lifestyles, brand affinities, product usage, and more.Read more

Group of people stacking their hands together

Sep 2021Create highly unique audience segmentsIdentify key behavioral or attitudinal differences amongst audiences to develop a segmentation strategy (or drill down on one specific segment).Read more

Pro Tips

Practical advice on writing questions, choosing sample sizes, following up and getting the most out of your video responses.

People in a meeting around a table with laptops and phones

Apr 2023Eight Principles for Storytelling in Innovation with Lisa ShufroLisa Shufro (Chief Storyteller for What Matters) shares eight of her principles for storytelling.Read more

A red umbrella among black umbrellas in the rain

May 2022Qualitative Sample SizesAdequate sample sizes have been debated extensively in the market research industry for many years, in part because quantitative sample sizes are statistically easier to measure.Read more

Hands holding autumn leaves in different colors

Sep 20214 Methodologies to use with Fabric Survey VideosFour ways to frame a Fabric study, starting with Perceptions & Attitudes: a video selfie that captures facial expressions from an arm’s length away.Read more

Inspiration

Studies, experiments and customer stories that show what you can learn when people answer on video, in their own words.

Michael Cox speaking to camera in a Fabric customer testimonial video

Mar 2023Quality Research, Quickly: Conducting In-Depth Studies Efficiently with FabricFabric customer testimonial: how Michael Cox at Tombras collected in-depth consumer feedback for a golf brand on a tight timeline.Read more

Gwen Sullivan speaking to camera in a Fabric customer testimonial video

Jan 2023Fabric Recruits Unique Respondents at Lightning SpeedFabric customer testimonial: how Gwen Sullivan at sparks+sullivan recruited a highly specific audience in days.Read more

Man holding a phone sideways to record a video

Sep 20215 Advantages of Mobile Video Over In-Person EthnographyLearn 5 advantages of mobile video ethnography over in-person ethnography and why you should consider mobile video surveys.Read more

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