LENS™
A 360-degree review of how your brand communication really lands.
What you think your brand says and what people actually understand aren’t always the same thing. LENS™ is our framework for finding and closing the gap.
It brings together two disciplines that are rarely combined in commercial research.
Semiotics: Decodes the cultural meaning embedded in your brand’s visual and verbal communication: the colours, images, symbols and language that register with a consumer before they’ve consciously processed a single word.
Discourse analysis: Deep dives into the language you and your consumers use, drawing on marketing material as well as transcripts, social conversations and any available text to surface the emotions, associations and unspoken sentiments behind the way they talk about your category or product.
Combined, they provide you with a 360-degree view of your brand communication: where it’s resonating, where it’s missing the mark and where there’s a meaningful gap between the story you’re telling and the one your customers are hearing.
‘The output from one relatively small study was extremely valuable in understanding how the language used in e-mails is perceived. It provided a real ‘a-ha moment’ for our teams and stakeholders’
Director of Insight, Ancestry
Where LENS is most useful
LENS works wherever there’s a question about how to talk to your consumers and what language they really use when speaking about you and your category.
‘Magenta’s communication is best in class, and the output always focuses on what we need as a business and how we can use the insights.’
Director of Consumer Insights International, Ancestry
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