TACTICS
Primary Qual & Quant, Friendship Three’s, Assisted shops, Secondary desk and Semiotics, Social media listening, Pricing, Testing
APPLICATION
Ethnography, Trend, Claims, Mapping, Innovation, Perception studies, Benchmarking, Effectiveness studies.
PERCEPTION STUDIES
We have been working with a number of U.S. agricultural associations to create a quantitative research platform to monitor consumer and trade perceptions about U.S. Agriculture and sustainability. We have extended the platform beyond Europe to include Asia, South America and Africa as well as deep dive qualitative groups to open up China as a new market. Updating the panels allows us to monitor trend and sentiment and inform messaging for future communications.
STAKEHOLDER SENTIMENT
We find stakeholder interviews unlock true insight. We often find as much value is to be found on the shop floor as the c-suite. We go further to break the echo chamber interviewing key clients past and present, as well as independent experts from journalists to politicians. Ultimately we present back a stakeholder sentiment study that reveals what is believed, what is dismissed and what is cherished within the organisation. We have had the great privilege of speaking to a diverse world of people from farmers to financiers', brokers to bakers, doctors to distillers, patients to politicians, baristas to bar tenders.
PATH TO PURCHASE
To really get into the mind of the consumer physically join them on an unprompted category shop, unlocking insights in the real world. We recruit and incentivise target shoppers, and have accompanied them along their path to buy FMCG and sprits brands. Once the purchase is made (and without it getting too creepy) we follow them home to see where the brand sits in their cupboard / drinks cart... what else is there?, what does this brand displace? How do they serve it? At the end of the shop we reveal the brand we are tracking and execute a brand survey vs the competitive set.
TRADE SAFARIS
Particularly pleasant when it is the on-trade, but always surprising and insightful whether it is in Mexico City or Manchester, Berlin or Brighton. We trace the scene and build a safari based on local expert knowledge, unconventional and often independent outlets that are drawing the eye and the wallet of the consumer. Where practical we execute consumer group interviews and tasting panels. Recorded in a video diary and reported back as fresh insight from the coal face.