The Culture and Psychology of Professional Community
What We Did
In 2017 and 2018, in partnership with BMB, we conducted 2 major projects for the global brand and product teams at LinkedIn. Exploring basic values, community drivers and ‘cognitive diversity’, we interviewed over 13000 professionals across the US, UK, Germany, France, Australia, China and India benchmarking LinkedIn across competitors and exemplar brands in other sectors.
Following our research in 2017, BMB created #InItTogether- an integrated, multiplatform campaign that launched in a single TV spot during the Golden Globes and ran in multiple subsequent executions in TV, digital and outdoor across the US. It showcases the personal motivations of a wide variety of existing LinkedIn users, including a rancher, a choreographer, a Pixar animator and a UFC fighter.
Methods
Psychological profiling
Implicit testing
Behavioural experiments
Survey research
What our client said
“I’ve been absolutely delighted with the research house51 have done for LinkedIn. The innovative approach they suggested included behavioural psychology, values research alongside more traditional quant methods. It has really shed new light in terms of how we look at our brand and the members of our network. It was rigorously conducted and had a big impact – producing actionable insights which we are now using to help drive strategy across multiple areas of the business from marketing to user experience”