Q™ knows culture. This means everything from the evolving worlds of digital subcultures and fandoms to the slower moving content from legal cases, academic papers, and patents. In an instant Q™ reads, contextualizes, and quantifies all this data across 140+ countries and 16 languages to help you understand why your company should start investing in a specific category now to drive your strategy over the next five years.
Imagine – unlocking Q™ to explore and understand the quantified cultural landscape of the fragrance category and identifying the trend ‘new masculinity’ which then inspires the shift to a more gender neutral audience. This intelligence informs everything from product innovation to communication strategies for an expanded audience with more authentic engagement.
Quantifying Culture Into Structured Data
Using both human and machine intelligence, Q™ tracks the signals of culture, quantifying and categorizing them against our proprietary taxonomy and scoring algorithms. By pairing this data with Q™’s generative AI capabilities, the platform marries the ease-of-use in ChatGPT4 with sparks & honey’s expertise and credibility critical to deliver trustworthy, high-quality cultural insights for our clients and across Omnicom at an unparalleled level.
Q™ is the cultural intelligence engine of Omnicom’s Omni – providing a culture first approach to the existing insights, planning, activation, reporting, attribution, and optimization capabilities. The combined powers of Q™ and Omni helps marketers orchestrate better outcomes.
Q™ Impact Stories
An idea is only as good as its ability to make an impact: Q™’s AI-powered workflows are streamlined to help teams get to insights faster and share business critical shifts with stakeholders, all at a single click.
DISCOVER: Q™ informs a culturally-relevant go-to-market strategy.
Q™ insights informed the commercialization and brand strategy of new and existing products for a skincare client, including a new brand centered on connecting consumers to dermatologists on social media.
REFINE: Q™ shapes more efficient primary research and effective product launches.
The Q™-informed survey for a footwear client revealed they align with key consumer values of comfort, sustainability and self-expression, but the brand had low recognition within the target market.
IMPACT: Q™ insights inform breakthrough creative that wins awards.
Q™ insights served as a springboard for “Little Wins” — a positive and award-winning campaign showing peer-to-peer payments that stood out among sombre lockdown ads and increased PayPal usage.