Sometime last year — I don’t remember when exactly — a box arrived at my apartment. Inside was a handful of bags of Popchips. I ate them, then didn’t think much about them again.
“What we find is it’s going to be different from brand to brand,” he said. “An action for one brand that might show a high affinity might not be important for another brand.”
“The problem is none of them are actually about influence,” said Watts. “What people care about is if they can activate or somehow engage a set of people to some outcome. They never measure that.”