Coverage: Japan

Business issue: To understand the reasons behind brand switching and through this to develop and refine marketing programs aimed at Japanese consumers.

Approach: Snakes and Ladders – non-directed regressive interviewing of consumers who have recently switched brands, with follow up interviewing of the people who have influenced their decision.

Output: Insight into decision making around product purchase and brand switching, consumer influencers, and brand comparison. These were explored at an Insight Activation Event held with the client, where together we put together a series of marketing ideas to re-invigorate the brand.

Coverage: UK

Business issue: Develop a sales model based on understanding of complex decision making structures.

Approach: Conflict groups with various stakeholders to determine interrelationships between groups.

Output: The groups brought out underlying tensions and alliances between the different stakeholders, allowing for a structured sales approach with messages and approaches by audience – and as we saw who could be a negative influence, we could also show what not to do in this sector. Working with the sales team, we helped to integrate these learnings into their sales strategy.

Coverage: Europe

Business issue: To explore reasons behind drink choice to develop and refine the marketing programme for new market entry.

Approach: Deep dive into drinking styles and habits through depth interviews with target audience, in different markets in Europe.

Output: Brainstorm session with client that identified and discussed the purchase decision making process and key influences and influencers. This allowed for the creation of a marketing plan for the brand focussing on specific target groups and channel plans.

Coverage: Europe

Business issue: Sales channel review.

Approach: Bricolage approach including quantitative, mystery shopping, observation and qualitative interviewing.

Output: Through an analysis of where consumers get their information when purchasing tyres, we were able to suggest an adjustment in the marketing spend to produce better results for the same money.