Understanding and uncovering possibilities
Customers, brand and business
Our briefs range from ‘where next’ to ‘what if’. We use a range of techniques to gain a deep understanding of customers as well as the needs of the brand and the business. Keeping an open mindset means we can identify how and why something doesn’t work and importantly what might. Often we identify new avenues that might not have previously been considered.
Cross cultural contexts
Communication nowadays is increasingly global and travel networks are highly effective. However we think international research is not just about getting on a plane. We work with native speakers or outstanding linguists wherever possible to ensure we really get under the skin of local nuances. Through years of international expertise we can tackle most marketing challenges on a global or local scale.
Innovating and identifying opportunities
We can take ideas at their very early stages to understand what are the potential expression territories and what is the consumer vocabulary for them. It’s not just about going with the obvious but pushing boundaries too.
Our work can range from looking at global communications strategies across many markets, how a global idea might accommodate local nuances to how a local idea works in its own market.
Customer loyalty strategy
We have worked with major brands to launch groundbreaking customer loyalty propositions that drive consumer engagement in difficult competitive marketplaces.
We think brands are fascinating. Brand equity is affected by so many factors that are outside the brand itself – understanding the brand as well as the ‘ecosystem’ within which it sits is an important factor for identifying opportunities for brand repositioning and development.
Refining and reviewing
Testing and iterative development
Qualitative research can be used to good effect to tweak and refine propositions. Our combined expertise of moderation and facilitation means we can manage both parts of the iterative process. This maximises learnings by keeping the project within a dedicated team. We run focus groups viewed by the client marketing team and follow it with a facilitated client workshop in the backroom to refine and recycle.. It usually takes about 3-4 sessions which result in a suite of propositions ready for quant screening.
Embedding in the organisation
We believe its important for organisations to live their brand and encourage behaviours that are aligned to the brand values. As part of our brand strategy work we help companies identify values and behaviours that sit behind their new brand or corporate positioning. We think giving clarity around brand behaviours helps achieve internal buy in and strengthen external brand performance.