LIVEX
Live events are becoming a powerful tool for building connections with consumers in an era where brands must form deep and emotional relationships to stand out. Consumers want to experience brands in ways that stimulate their senses, their emotions, their intellect, their sense of culture, and their sense of self. Live events provide the platform to communicate the totality of a brand in a powerful way.
We believe that when a live experience is designed with the right formula, it can generate real "brand energy" from the collective experience of that formula's emotional and sensory elements. It's the euphoria of live music, the excitement of a casino, the nostalgia of a family diner, the romance of a beach-side resort, or the adventure of shopping. We believe that when you get it right, that brand energy can turn brand experiences into brand memories to create powerful brand magic.
Our LiveX research and consulting tools were designed for live music experiences but adapted models have been used to explore a variety of other experience formats, including conferences, casinos, hotels and destination brands, bars and nightclubs, retail experiences, and restaurants-any experience that bring consumers face-to-face with your brand. We use a range of methods, including immersive, experiential research that captures insights in the context of live human energy.
THE EXPERIENCE OF LIVE BRAND ENERGY
THE
EXCITEMENT
OF A CASINO
LIVEX TOOLKIT
Our LiveX research and consulting services allow us to uncover strategies to enhance live brand experiences and develop deeper connections with consumer audiences. LiveX is designed to either elevate existing experiences, create experiences from the ground up, or connect brands with existing events that create the right synergy with their target audiences.
LiveX Energy Index
provides a framework for assessing the core dimensions that impact how humans experience live events and connects them to the experience of brand. We explore the elements that enhance experiences as well as the paint points and frustrations that provide critical opportunities for improvement.
Qualitative methods, such as focus groups, ethnography, and personal interviews, help us better understand the deep, emotional experiences of consumers...those so deep that they may be unable to readily articulate them without guided discovery through expert qualitative research. We use immersive methods that capture insights in the moment of experience. And our talents as human experience researchers help transform raw perception to words.
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Brand experiences are also analyzed for how well they create alignment between brand personality and brand personas-in other words, how well consumers relate to the experience according to their values, interests, and attitudes.
Other question formats are used to understand if and how brand-related attitudes and behaviors were influenced.
Performance metrics are used to better understand overall experiential impact and to track progress over time and across different experience formats:
-likelihood to recommend (NPS)
-overall satisfaction
-likelihood to return
Biometric data can be collected to gain a deeper understanding of the various aspects of the experience.
"63% of fans say they are more likely to connect with brands while in the highly emotional environment of live music"
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"90% of fans say there's at least one thing brands can do to enhance their live music experience."
THE MAGICAL MUSIC OF LIVEX
When worlds collide.
The power of LiveX brings brands to life using the combined powers of Atomic's research capabilities and decades of world-class entertainment industry experience. Our astounding network of trusted and talented industry professionals experienced in every aspect of live event production as well as our personal connection to venues, festivals, and artists all over the map give us a unique perspective and a rare set of capabilities.
LIVEX ENERGY INDEX
PERSONALITY
TRAITS OF
BRAND
SENSORY
how much and in what way the experience appeals to the senses and produces biometric responses
EMOTIONAL
the intensity and nature of
emotional experience
INTELLECTUAL
how interesting or intellectually
appealing the experience is perceived to be
BEHAVIORAL
active or passive participation,
immersion or absorption
RELATIONAL
human-to-human context
(solitude, family, large crowd)
BRAND PERSONA
OF TARGET AUDIENCE
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BRAND LOYALTY: NPS
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SATISFACTION WITH EXPERIENCE
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LIKELIHOOD TO RETURN
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SENTIMENT OF EXPERIENCE
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OTHER BRAND PERCEPTIONS
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BRAND-RELATED BEHAVIORS