Mindscope
Mindscope & Snapchat Reset Velocity Modelling survey
3Gem ran a custom global survey to feed into Mindscope’s proprietary model
In order to help Mindscope prove the existence of a social media behaviour shift, 3Gem ran a custom survey among n=200 respondents in 9 markets, providing insights which feed into Mindscope’s proprietary model, and were discussed during a live panel discussion at Cannes Lions.
The Challenge
Identify behavioural shift toward authentic connection
Mindscope, a globally acclaimed behavioural science consultancy, were looking to run research, on behalf of their client Snapchat, to quantify a social media behaviour shift they called “The Great Social Media Reset”.
The research aimed to demonstrate that there has been a recent behavioural shift within social media away from public, performative broadcast and toward more private and authentic connection.
Mindscope needed to run a survey to feed into their own proprietary behavioural model, the Reset Velocity, which measures the speed and direction of that shift.
The overall study was to be written up and published as a white paper, with findings also presented at Cannes Lions.
The Methodology
Global quantitative survey assessing change in social media use
Mindscope designed a 10 minute online survey which was based around 4 key pillars:
1. Connection Intent (Relational vs. Performative)
2. Authenticity & Motivation (Intrinsic vs. Extrinsic)
3. Relational Durability (Trust & Bonding)
4. Visual Computing & Future Trends
3Gem reviewed the questionnaire and provided feedback and guidance on where improvements and optimisations could be made.
We then scripted the survey and ran the study among n=200 respondents in the following regions: UK, France, Germany, Nordics (Sweden / Denmark / Norway / Finland), Middle East (Saudi Arabia / UAE).
The Outcome
Robust data set to form basis of Reset Velocity model
Upon completion of the survey, we provided Mindscope with robust data tables with results presented as a combined global score, as well as split out by market.
The findings were explored during a live panel discussion at Cannes Lions, moderated by journalist Massimo Marioni alongside Ronan Harris, President EMEA at Snapchat; Lea Karam, CEO of Mindscope; and Eugene Healey, a well-known brand strategist, while the collaboration also generated online news coverage.
The success of the research lead to Mindscope and Snapchat commissioning with 3Gem a repeat of the study in Australia, while we look forward to collaborating further with Mindscope on more projects in the future.
Lea Karam, CEO & Founder, Mindscope Labs
“We’ve really valued working with 3Gem across a number of high-profile studies. They’re knowledgeable, responsive, and incredibly reliable, with a genuine understanding of what it takes to conduct rigorous research and translate it into meaningful insight. Whether we come to them with a questionnaire we’ve designed ourselves and simply need high-quality data, or we need support across the full research process, from questionnaire design through to reporting, 3Gem consistently delivers. They make the process straightforward, give us confidence in the data, and allow us to focus on what we do best. ”
