Humanaut is hosting a "Brand Roast" in which 10 brands can signup to be publicly insulted by professional comedians. Humor is often a vehicle for the truth, and those looking for unique insights might be drawn to this event. While it costs $15,000 to participate, Humanaut offers to turn the insults into actionable insights, providing something much more authentic than traditional market research could present.
The event is being promoted alongside a video from founder David Littlechild, who thoughtfully reminds potential participants that “no one is more brutally honest than stand-up comedians....They’ll mercilessly roast your brand and tear your strategy to pieces,” he says, “all for the price of a bunch of stupid banner ads.”
Image Credit: Humanaut
Key Themes Behind This Trend
- Brand Roasting
- Disruptive innovation opportunity: Companies can leverage brand roasting as a unique and authentic form of market research.
- Humor in Marketing
- Disruptive innovation opportunity: Brands can explore the use of humor as a vehicle for delivering truthful insights and connecting with audiences.
- Alternative Market Research
- Disruptive innovation opportunity: Market research companies can offer innovative approaches like brand roasting to provide more authentic and unconventional insights.
Where This Applies
- Marketing and Advertising
- Disruptive innovation opportunity: Marketing agencies can incorporate brand roasts into their strategies to offer clients a fresh and unconventional approach.
- Comedy Entertainment
- Disruptive innovation opportunity: Comedy clubs and comedians can expand their offerings by partnering with brands for brand roast events.
- Market Research
- Disruptive innovation opportunity: Market research firms can adopt alternative methods like brand roasting to provide clients with more impactful and unconventional insights.
