We are not a sampling agency

We don’t canvas our prospects for personal data and we don’t use independent research partners to quantify our work. But we do understand that measurement and evaluation is critical in demonstrating return on investment and we know that measuring response should go beyond just monitoring conventional PR return or product uptake. So what mechanisms do we use to measure response?

BAMBOO is a specialist agency and most of our work is highly targeted at select groups; usually key consumer taste makers, trade influences or media. We know exactly who they are, so identifying our audience isn’t necessary, but measuring their response is.

Our experiences are designed to last more than just a moment. Effective programmes should transcend first contact and create sustained dialogue with each project leading into the next. Targeted animation is a war of attrition, chipping away at misconception and habits to gradually change behaviour. This immersive process has to be gently monitored in a non invasive way or you’ll burst the very bubble you are trying to create.

Measurability is built into each programme. We utilise tools like mystery shopping techniques or using static cameras to record bar encounters or language use. Analysis is internal and reports are designed to be simple and easy to read. After all, everyone’s busy. But we’ll also use experimental and interactive tools as unusual as a roving artist who works the crowd using Gestalt questioning to literally render audience brand reactions. Where possible we actively involve the prospects themselves in feedback loops, from grouping attendees into mini documentary teams armed with Flip cams recording their peers’ reactions to getting people to express the brand through dance in a back-lit box. (Yes, this happened. And it was both hilarious and effective).

Measuring responses is difficult without shattering the illusion you are trying to create. We are the first to admit that we aren’t always on the money and it doesn’t always work. But mistakes are an important part of progress. If we don’t get lost how are we going to find a new way?