WE ARE A FULL SERVICE MARKET AND SOCIAL RESEARCH AGENCY, OFFERING A RANGE OF INSIGHTS CAPABILITIES AND CONSULTING EXPERTISE.
Underlying these capabilities are our deep competencies in data management, strategic research consulting and program management.
Consumer behaviours and attitudes in a category
Consumer profiling and segmentation
Exploratory qualitative research including ethnography and ideation
Pricing strategy development
Product feature and benefit prioritisation
Ad Testing and Tracking
Brand measurement and tracking
Evaluation of public reactions to policy changes / implementation
Telecommunications and Technology
Helping our client take a great concept to become a great product – the Brutal Truth
TYPE: BESPOKE RESEARCH | METHOD: ONLINE SURVEY | CATEGORY: FMCG
Our client was a group of passionate creative people who wanted to change their category. Their idea was to develop a new range of male personal grooming products that challenged conventional thinking and which addressed the inherent social contradictions of skin care for manly men.
The project started with a review of the creative concepts and working on getting the media into the right shape to test. It was critical to understand the target audience and our client’s vision for their market, category and product. We worked closely with them to develop a questionnaire that did not homogenise the concept but which got to the heart of motivations and feelings of men and how they related to the concept. We sought to understand channel preferences, gifting occasions and purchase habits including estimating the market potential of the product and identifying the right marketing mix to achieve it.
The results of the research were used extensively to define the concept and develop the best possible product for launch.
You can see the results here.