ONLINE COMMUNITIES & CREATIVE WORKSHOPS TO EXPLORE GENRE PREFERENCES FOR LOWER SOCIOECONOMIC GROUPS
THE PROBLEM
How can a major production studio widen audience appeal to tap into socioeconomic groups who are currently underrepresented in their viewing figures?
THE SOLUTION
A mixed methods approach started with analysis of quantitative viewing data to identify demographic typologies linked to genre preferences. Participants were then recruited to these typologies, for an online community to explore their day to day lives and how these played into viewing habits, need states and tv preferences, over the course of 10 days. Finally, creative workshops built on the insights from the online community and facilitated collaborative brainstorming of what they want to see in the relevant genre.
THE OUTCOME
For each of the genres, the client has a toolkit for programme development, with clear and practical guidance around what elements are most important and recommendations for successful content.
THE PROBLEM
How can a leading UK savings provider gain insight into the overarching relationship between their customers and the brand, and understand their ongoing customer experience?
THE SOLUTION
A quarterly, quantitative survey of customers that focuses on a holistic understanding of what customers think of NS&I as a business and a brand, in conjunction with a deep dive into their customer experience, especially among their target customers and their potentially vulnerable customers.
THE OUTCOME
The provider has an improved understanding of how well they deliver on their brand purpose, the level of customer loyalty to the brand, and most importantly, is able to identify where they should focus their attention to improve the customer relationship and experience. As this is a long-term tracking project, the provider is able to see how this fluctuates over time, and can keep up-to-date with changing customer needs.
QUARTERLY QUANT TRACKING OF CUSTOMER SATISFACTION & EXPERIENCE
RECONVENED GROUPS & DEPTHS TO DEVELOP AN ACCESSIBILITY VISION
THE PROBLEM
A financial client wanted to create an accessibility vision, but quickly realised that this generated as many questions as it did opinions on what this should include.
THE SOLUTION
We went out to a wide range of people with different lived accessibility needs (from extreme to none!) in order to immerse the client in how consumers define and understand the space. We did this through a mix of online and face-to-face groups and depths, adapting the duration, tasks and interactions according to the sample requirements. We then worked with the client to develop a range of potential responses and took this to a mix of reconvened and fresh sample in order to explore reactions and further build the delivery of key principles.
THE OUTCOME
The client felt totally equipped to create their vision statement, and have used the research to further deepen their understanding of the commitment to accessibility. It has led to a broader piece of quantitative and qualitative profiling to dig into solutions and help the client achieve confidence and clarity through understanding.
THE PROBLEM
How can the Petrol Forecourt Shops (PFS) of a major supermarket best optimise the space available for beer, wine, and spirits (BWS)? What should the range look like whilst being innovative?
THE SOLUTION
A mixed-methods qualitative approach involving several key strands: First of all, an online community over 10 days enabled reflection and captured depth- participants documented BWS purchases, and explored reflections around shelf design and buying preferences. This was followed by accompanying shops in client & competitors PFS, and a follow up interview to explore real-time choice architecture and compare how the client fared against other competitors. Finally, a series of intercept interviews added an in-the-moment snapshot of customer thoughts and feelings- capturing unprimed & emotional responses
THE OUTCOME
The clients now have an improved understanding of barriers and drivers for buying BWS at PFS, as well as the key buying missions for customers purchasing BWS and the priorities for each of these missions. The understanding of these missions provides insights into how the fixture should be organised, what selection and formats of drinks should be available, and how any additional space can be best used.
MIXED-METHODS QUALITATIVE APPROACH TO IDENTIFYING BARRIERS AND DRIVERS FOR PURCHASES OF BEER, WINE & SPIRITS
"This was the first research we did for the Beer, Wine, & Spirits (BWS) category at the Petrol Forecourt Shops (PFS) channel, which gave us a lot of confidence in planning the space allocation to the category. BWS has a huge potential in this channel and these insights helped us build the case to increase the space and range for it at PFS stores" -Client
CHOICE-BASED CONJOINT FOR MEMBERSHIP PROPOSITION DEVELOPMENT
THE PROBLEM
In order to create a membership proposition that serves its global supporter base, Arsenal FC wanted to review its proposition and explore how it could become the central relationship between the club and its supporters.
THE SOLUTION
A robust quantitative survey among existing members and prospects, in four key supporter markets, UK, USA, Nigeria and India. We utilised Choice-Based Conjoint analysis to identify the optimum membership and pricing structure for a range of new member benefits. The survey was supplemented by a number of qualitative follow-up interviews, to explore members’ views on the proposed new member benefits in greater depth. A ‘Simulator’ was developed, allowing Arsenal to simulate different membership package scenarios and their impact on new and existing member demand.
THE OUTCOME
Arsenal now has a clear understanding of the impact of changing its membership benefits and pricing in each market, which will help ensure future membership proposition development.
