Real stories. Real results. - GreenBook

Insights That Work Real stories. Real results. Best research stories exclusively from the GRIT Top 50 most innovative companies.

Insights That Work: Introduction Every year, participants in the GreenBook Research Industry Trends survey (GRIT) vote for the most innovative companies in market research. When the rankings came in earlier this year, we asked the top 50 to share their best research stories. We wanted to see how innovative market research creates real value for real clients. We wanted to hear real stories about delivering real results. We wanted to know about insights that work. Business stories are best told as case studies. Each of the 29 case studies that you will find in this ebook explains an insights challenge, describes a solution, and shows the outcome – to demonstrate what’s possible and how to get there. We hope you will find this ebook interesting, inspiring, and possibly even helpful as you tackle insights challenges of your own. Enjoy, and please let us know what you think! Lukas Pospichal Managing Director, GreenBook

About GRIT About the GRIT Report The GreenBook Research Industry Trends (GRIT) Report is the leading survey of the insights industry, analyzing trends, providing benchmarks, and serving as a strategic planning resource for researchers. Over 30,000 insights professionals and executives read each new edition of the report.

About GRIT Top 50 Most Innovative Market Research Suppliers Over the past seven years, the GRIT Top 50 ranking has become one of the key metrics many companies use to understand their position in the insights industry. It is similar to a brand tracker with the attribute of “innovation” as the key metric. Using an unaided awareness verbatim question, we ask respondents of the GRIT survey to list and rank the research companies they consider to be most innovative.

Insights That Work: Table of Contents i-ii

Introduction

16

by Lukas Pospichal 1

Undertone and System1 Prove Emotion Drives Digital Profit

by ZappiStore for Hershey Canada 19

by System1 for an advertising agency 4

Selfies & Smartphones: How an Online Community Helped P&G Engage Consumers Shell Oil: Identifying Key Revenue Drivers in Customer Comment Data

22

25

How SkyTeam is Flying High in Terms of Customer Centricity by InSites Consulting for SkyTeam SkyPriority

13

Research Now & Carat Track Cross-Media Campaign Effectiveness for Three Power Brands by Research Now for Carat

Kantar Millward Brown Helps Client Get Unstuck by Kantar Millward Brown for a global software company

by OdinText for Shell Oil 10

Game On: Explicit & Implicit Impact of Advertising in Mobile Games by LRW for Tremor Video

by Ipsos for P&G 7

How Hershey Canada Turned Agile to Win TV Audiences with Twizzler

How Quality, Human Answers Are Powering Transformative Brand Tracking Intelligence by Lucid for Morning Consult

28

Using itracks Video Chat to Further Understand Consumer Segments Consumers by itracks for Anki and Chadwick Martin Bailey

Insights That Work: Table of Contents 31

JUST EAT Optimizes Advertising Through Quick Concept Testing

46

by Toluna for JUST EAT 34

Facebook Tests Cross-Platform Performance of Mobile-First Videos

by Discuss.io for multiple clients 49

by Macromill for Facebook 37

How Werkspot Uses Cint to Approach New Markets with Effective Data-Driven Brand Awareness Campaigns Connecting the Data to Uncover the Best Countries in the World

52

Math & Magic: How to Amplify Research Storytelling with Video by Voxpopme for a global multinational media brand

How Nestlé Used Agile Research to Achieve a Higher Concept Success Rate by GutCheck for Nestlé

55

by Lightspeed for BAV Consulting 43

Developing an Omnichannel Consumer Decision Journey Strategy by SKIM for a pet food company

by Cint for Werkspot 40

Enabling Better Business Decisions Through Real-Time Conversations

AYTM Automation Makes Research 3x Cheaper & 12x Faster by AYTM for Origin CBI at Hill Holliday

58

Confirmit Enables NPD Group to Provide Better, Faster Results to its Customers by Confirmit for NPD Group

Insights That Work: Table of Contents 61

Activating Segmentation

76

by Burke for a global food & beverage company 64

Drink Label Design: So Fast You’ll Freak

by Maru/Matchbox for Nestlé USA

by Remesh for an in-house CPG design team 67

How to Plan and Track Your Way to a Successful Campaign

79

When is a Dorito Not a Dorito? The Critical Role of Implicit Insight in Brand Extensions

pharmaceutical manufacturer & distributor 82

by Sentient Decision Science for Frito-Lay 73

Conjoint Analysis Drives Sales & Development for Leading Durable Goods Manufacturer by Sawtooth Software for Lifetime Products

The Wall by Schlesinger Enhances Qualitative Engagement of Physicians by Schlesinger Associates for a leading

by YouGov for a major television network 70

The Shopper’s Nest Community: Where Insights are Born, Relationships Nurtured & Sales Grow

How Ricola Accelerated Concept Development For Successful Product Launch by BuzzBack for Ricola

85

Hey There Good Lookin’: Idea Screening for the Tinder Generation by Dig Insights for a Fortune 500 consumer packaged goods company

Undertone & System1 Prove Emotion Drives Digital Profit

ABOUT THIS CASE STUDY

Business issue: • Develop, revitalize market Methodologies: • Advertising Research-Copy Testing – Digital Media

CHALLENGE

Digital ads get a bad rep – as short-

term sales hooks, these types of ads often

using the fast, instinctive, emotional

drive web users crazy! Digital ad leaders

“System 1” mode of thinking. System 1 is

Undertone know that’s not true: putting

in the driving seat, so effective marketing

creative first works, and high impact

is marketing that appeals to it directly.

digital ads really do build brands and

In advertising, that means emotion. Most

drive long-term profitable growth. They

research methods only pay lip service to

wanted proof, and System1 partnered

emotion. For System1, it’s the predictive

with them leveraging our knowledge of

center of our award-winning methodolo-

behavioral science to find it.

gy. Emotional response directly predicts ad profitability and to a greater degree:

Client: Undertone Client Industry: Advertising Agency Project Year: 2017

make 95% of their decisions each day

“Emotional response

the more people feel, the more people buy.

We measure the seven universal

directly predicts ad

emotions found in the work of Paul

profitability, and to

human emotion. We ask what people feel,

a greater degree: the

an Emotion-into-Action™ (EiA) score for

Ekman, the world leader in understanding how intensely, and why. This calculates

more people feel, the

each ad, validated as predicting its

more people buy.”

growth, which we benchmark against

effectiveness for long term brand our global database.

SOLUTION

ads were more emotionally effective. We

tested and compared 25 of Undertone’s

System1 Ad Testing, like everything

we do, is based on a simple truth – people 02

Undertone wanted proof their

high impact ads (large canvas ads with

interactive features) with ten standard

display ads (5 Rich Media, 5 Static) and

than the original goal. In analyzing the

established a baseline by aggregating

data against in-market activation effects

the standard ad scores. Sample size was

that Undertone provided us with (i.e.

System1 Research, formerly

150 gen pop adults per ad. As well as our

CTRs, Interaction levels) we discovered

BrainJuicer, was founded in

predictive emotional metrics, we provided

that emotion also predicts short-term

2000 and has pioneered the

rich quali-quant diagnostic reasons for

effects. The crucial metric here is not the

use of behavioral science,

emotion and standard ‘rational’ metrics

overall level of emotional response but a

using people’s instinctive,

for comparison purposes.

combination of emotional intensity and

ABOUT SYSTEM1 RESEARCH

intuitive ‘System 1 thinking’,

The results also went further

the range of emotions covered, which

to better predict innovation,

OUTCOME

stimulate the System 1 brain and make

advertising, brand building

immediate reaction much more likely.

& shopper marketing that

needed. Their high impact ads performed

guarantees profitable growth,

exceptionally well in emotional testing –

zero waste. Named GRIT

they outscored standard ads by over 60%

‘Most Innovative Company’

for both the level of positive emotion and

6 years in a row.

the intensity people felt it. 60% of their

Undertone got the proof they

ads scored either 4- or a maximum 5-Stars: the incidence among all ads is a mere 13%. www.system1research.com

03

“Creativity is essential to success, even in digital display.”

This proved that Undertone’s ads delivered rich experiences with emotional resonance far beyond standard display

ads, and will be vital in defending

also validated this metric against real

Undertone’s price premium and position-

client sales data, showing that great

ing them as category leaders who

emotional creative is critical to achieve

understand that creativity is essential

both short term activation and long term

to success, even in digital display.

profitable growth.

Since the Undertone tests, we’ve

Selfies & Smartphones: How an Online Community Helped P&G Engage Consumers

ABOUT THIS CASE STUDY Business issue: • Brand / product / service launch Methodologies: • Online Communities – MROC Client: Procter & Gamble Co. Client Industry: Packaged Goods Project Year: 2017

CHALLENGE

As any beauty consumer can tell

experience in the eyes of the consumer.

you, shopping for skin care can be an

The chosen research method needed to

overwhelming proposition. With

ensure engagement throughout a multi-

thousands of brands crowding the shelves

phased product trial, while also providing

and new ones gaining influence by the

a holistic assessment of performance,

minute, it’s no wonder shoppers are

believability and purchase consideration.

increasingly going online to seek advice.

In 2016, Procter & Gamble Co.

SOLUTION

responded by developing the Olay Skin

Advisor, a web-based technology platform

advisor, Ipsos is dedicated to designing

aimed at helping consumers identify a

research that leverages innovative

personalized skin care regimen best suited

technology and platforms to drive engage-

for their skin type and needs. Consumers

ment. Through the years, we’ve evolved

use their smartphone or tablet to take a

our core product testing capability to

selfie and answer a few questions regard-

focus on contextualizing content through

ing skin concerns, product preferences

text analytics, mobile-first approaches,

and current skincare habits. With the help

and “in the moment,” multimedia tools.

of some clever AI, Olay Skin Advisor then

provides feedback on the visible skin con-

syndicated community proved to be just

dition and generates a recommendation

the vehicle to spur this type of engage-

for a customized P&G skincare regimen.

ment-driven, contextual learning, offering

a few unique opportunities to elevate and

In early 2017, prior to the global

release of the app, P&G approached Ipsos

For the P&G product trial, an online

enhance the research: • Built-in member engagement – for

to help test an enhanced version of the

05

As the world’s largest product testing

technology to evaluate its effectiveness

intrinsic, consumer-driven motivation

in providing an even more personalized

through multiple phases of a study

OUTCOME

about IPSOS • Rich, visual, mobile-optimized

Leveraging a community for the

tools – for an intuitive, immersive

P&G product trial allowed us to tap into

At Ipsos we are passionately

experience from both the research-

an active and engaged consumer base,

curious about people, markets,

er’s & consumer’s perspective

which ultimately resulted in exceptionally

• Social environment – collective

high compliance and authentic feedback.

brands and society. With offices in 88 countries, we service over

discussion to better understand the

After a 4-week trial that required mem-

5,000 clients globally and

potential impact of the social

bers to submit selfies and answer in-depth

are dedicated to delivering

dynamic on a product launch

usage questions, we learned that the new

information and analysis to

or update

algorithm’s recommendations did indeed instill more confidence and higher

inspire smarter business decisions and make our

Of these benefits, establishing a

purchase intent as compared to the old

complex world easier and

strong foundation for engagement is key.

one. Our engagement-driven approach

faster to navigate.

We do this by applying the tenets of social

also resulted in an impressive 86%

media – sharing, discussing, connecting,

response rate, with over 150 total

etc. – to build an environment of trust and

members completing the full process.

transparency. Furthermore, we work to

On both counts, the results allowed our

define an intrinsic value proposition

client to move forward with conviction.

www.ipsos.com

encouraging community members to engage in productive and constructive

ways, beyond the opportunity for

has generated more than 2 million

financial reward.

visits and continues to provide value to

To date, the Olay Skin Advisor

consumers through a truly personalized

Simply put, we believe better

engagement leads to better insights, opening the door to in-depth consumer understanding and discovery. 06

brand experience.

Shell Oil: Identifying Key Revenue Drivers in Customer Comment Data


CHALLENGE

Like many customer-focused

Jiffy Lube deployed OdinText to

businesses, Jiffy Lube International uses

identify key drivers in the comment data

a Net Promoter® Score (NPS) based on a

from more than 100,000 recent Jiffy Lube

simple “likely to recommend” rating ques-

customers that had significant impact on

tion in its customer satisfaction tracking.

the NPS ratings those customers gave.

In addition to the NPS rating question,

• Increase brand loyalty

Jiffy Lube also asks its customers to ex-

customer satisfaction data, Jiffy Lube

• Increase sales

plain their reasons for giving the rating.

further integrated data from its CRM

Business issue: • Brand / product / service repositioning

In addition to their annual

data base (including actual number of Methodologies: • Text Analytics • Data Services-Data Mining • Modeling & Predictive Research-Forcasting • Brand Research-Line / Franchise Extension Client: Shell Oil (Jiffy Lube)

“Jiffy Lube deployed

visits for each customer) as well as sales data (revenue by store).

OdinText to identify

That is when the shock came. While

key drivers in the

Satisfaction, Ease of Use, etc., correlated

comment data from more

correlation to actual store visit behavior

the survey metrics such as NPS, Overall highly with each other, there was no

than 100,000 recent Jiffy

or sales! In other words, the analysis

Lube customers...”

individual’s NPS rating (stated loyalty)

revealed no correlation between an

Client Industry:

and their “number of previous visits”

Automotive, Automotive

(an actual measure of customer loyalty).

Aftermarket, Consumer

Services, Consumers,

the OdinText advanced analytics platform

between mean NPS rating per Jiffy

Retail, Service Industries

allows users to leverage not just text

Lube store and store revenue across

comments but any and all contextual

approximately 1600locations was also

structured (quantitative) data as well.

investigated. Once again, analysis

08

Unlike other text analytics software,

In addition, the relationship

about ODINTEXT

The leader in Text Analytics for Marketing Research, OdinText is a patented SaaS (software-as-a-service) platform for natural language processing, text and mining. For more information or to request a demo, visit Get The Job Done With OdinText!

www.odintext.com

revealed absolutely no relationship

customers make comments related to

between store NPS rating and store

“ease” generate approximately $14,000

revenue. locations was also investigated.

more revenue than stores in which

Once again, analysis revealed absolutely

this verbatim concept is mentioned

no relationship between store NPS rating

less frequently. Conversely, verbatim

and store revenue.

concepts that predictably decrease store revenue were also identified.

SOLUTION

Using key drivers discovered by

OUTCOME

OdinText in the customer comment

analysis in conjunction with NPS ratings

may not be a predictor of repeat

provided the link needed – a strong

purchase or revenue, when used in

positive relationship with mean number

combination with text analytics it can

of visits.

become a powerful tool for an in-depth

understanding of customers’ intentions,

This finding suggested that while

Whereas your NPS rating alone

the NPS rating alone may not be sufficient

perceptions, and behavior. Text analytics

to predict actual customer visit behavior

can increase the value of your customer

or sales, looking at the NPS rating in

satisfaction program as well.

combination with text provides a

09

meaningful context in which the NPS

“As a result of these findings we are in the

rating can be used to understand visits

process of rethinking many elements of

and sales.

our customer satisfaction program. The

insights delivered really are actionable

OdinText revealed 13 key drivers

(verbatim concepts) that significantly

and management now routinely asks us to

predict Jiffy Lube store revenue – and

‘OdinText’ various issues.”

the extent to which they do so. For

instance, stores in which just 1% more

– Amy Raihill, Insights Manager, Jiffy Lube International

How SkyTeam is Flying High in Terms of Customer Centricity


CHALLENGE

As an association of twenty airlines,

real-time feedback across touchpoints

SkyTeam’s mission is to create a seamless

via a proprietary mobile application.

travel experience through operational

Using near-field-communication

• Defend brand position

excellence while maintaining a customer

technology, feedback is prompted at


focus. This is particularly important for

relevant occasions (e.g. when customers

• Maintain existing customers

the SkyPriority offering, where the aim is

enter an airport), allowing passengers

to give high-value customers a consistent,

to review each journey touchpoint (e.g.

premium experience. However, covering

check-in, boarding…). Next to completing

• Customer Satisfaction Studies

over 1,000 airports, SkyTeam faces the

these short surveys, the broader narrative

• Customer Experience

daunting task of creating and implement-

of their experience is captured through

• MROC or

ing such services across a group of dispa-

pictures and bottom-up comments,

rate members with unique characteristics,

ensuring feedback is always embedded

cultures, languages and geographies.

in real-life context.

Business issue:

Methodologies:

Research Communities • Mobile Survey Client: SkyTeam SkyPriority Client Industry: Airlines Project Year: 2016

SkyTeam sought to bridge the divide

Rather than the traditional feedback

between themselves, their members and

loop of days, weeks or months, all SkyPri-

the end customer. To guarantee a consis-

ority managers can access a customized

tent superior customer experience, they

online dashboard with real-time response

wanted to capture experiences from

data – survey figures, stories and photos –

SkyPriority customers throughout all

allowing them to continuously have a

SkyPriority touchpoints.

finger on the pulse. Back-end system triggers notify relevant stakeholders of

11

SOLUTION

critical incidents, allowing to address

To become truly customer-centric, we

them immediately. By embedding these

onboarded a network of high value

continuous feedback loops, SkyTeam

customers into a community that allows

moved from a ‘push’ to a ‘pull’ approach.

ABOUT insites consulting

OUTCOME

6-months into the project we

with a 9% increase in SkyPriority feeling.

examined the impact of the program for

Participants felt they had an impact on

customers and SkyPriority managers.

the future of SkyPriority and that Sky-

InSites Consulting is a

Insight goals were overachieved with

Team truly wanted to learn from their

new-generation agency. We

more than 34,000 audits performed by

customers.

empower people to shape the

more than 8,000 SkyPriority members.

future of brands. Our core

won the Silver ESOMAR Effectiveness

expertise is the Consumer

program was to have an impact on

Award, SkyTeam succeeded in changing

Consulting Square: online

customer experience. Customers should

the SkyPriority managers’ hearts

communities with state-of-the-

feel they are helping to build and improve

(establish a culture of customer-

art qualitative and quantitative

the SkyPriority experience and that their

centricity), minds (better understand

capabilities for bottom-up

feedback triggers actionability internally,

customer needs) and actions (fuel

listening, deep exploration as

without being disruptive to their

operational excellence). The program is

well as agile decision making.

premium experience.

now expanding in scope, adding ‘lounges’

as a touchpoint, as well as methodology,

www.insites-consulting.com

The key objective of the research

Airline managers strongly

With the research program, which

supported the use of the program, with

including additional qualitative discus-

8 out of 10 indicating the program allows

sion techniques to get an even better un-

them to better understand the needs of

derstanding of the context airlines are

high-value customers, better envision the

operating in.

strategy and better execute their roles as SkyPriority managers. 95% said the

program provides more relevant data

www.insites-consulting.com/skypriority

and insights. We also found that users of the app gave significantly higher scores to measures of collaboration. Our research served as customer service 12

Read the full case here:

Research Now & Carat Track Cross-Media Campaign Effectiveness for Three Power Brands


CHALLENGE

Global media agency Carat, part

SOLUTION

Employing Research Now’s Adimen-

of Dentsu Aegis Network, had been

sion® Cross-Media measurement solution,

working with N Brown, a successful

which combines the benefits of persistent

British digital retailer, for 20 years.

first-party cookies, Carat was able to

N Brown had historically spent

capture ad exposure across each of the

predominantly on above the line media,

media channels, linking multiple ad

and wanted to justify the impact their

exposures (online/offline) creating an

• Advertising Research

increasing digital budget was having on

‘exposed’ group of individual respondents,

• Advertising Awareness

three brands – JD Williams, Simply Be,

alongside a matching baseline/control

and Jacamo.

group. Using a custom-designed survey,

they could assess campaign effectiveness,

Business issue: • Increased Awareness Methodologies:

Client: Carat Client Industry: Media Industry Project Year: 2017

Needing to provide a holistic view

of campaigns to their client, Carat worked

enabling the ability to compare uplift

with Research Now to accurately measure

in brand KPIs for each media channel

a cross-device, multimedia ad campaign

independently and in groups, providing

to understand the true impact creative

attribution analysis.

and messaging has on consumers’ aware-

ness and brand perception. Research

dashboard where, unlike traditional

Now was able to provide such insight

trackers, Carat could view weekly changes

from a single source through cross-device

to brand metrics by each media type,

measurement, a methodology measuring

frequency of exposure, creative & site.

This data was fed into a ‘real-time’

each channel’s impact on brand metrics in

14

isolation, alongside other media channels

OUTCOME

throughout the campaign through

real-time reporting.

and Digital advertising led to a 5% uplift

For JD Williams, combining TV, Press

in brand awareness. Of those aware, the

positive impression of the brand by 11%

proportion who have shopped with JD

and led to a 10% increase in likelihood

Williams is 9% higher. Press alone led to

to shop.

a 1% fall in perceptions that they sell a

Research Now is the global

wide range of products but if press was

video advertising led to a 4% uplift in

leader in digital research data

combined with TV and/or digital, a 6%

brand awareness.

for better insights and business

uplift was seen.

ABOUT RESEARCH NOW

For Jacamo, seeing TV and

N Brown now had a holistic view

decisions. Founded in 1999,

of their campaigns across all channels,

the company pioneered online

helping to optimise their spend. The

data sampling and continues to provide world-class solutions through access to over 11 million deeply-profiled business professionals and consumers in more than 40 countries.

“The fast turnaround enabled them to use the

the results for immediate effect,

results for immediate

of planning decisions.

effect, influencing their

influencing their subsequent cycle

Pierre Hun, Head of Media for N

Brown Group, says: “We worked with Car-

subsequent cycle of

at and Research Now to develop real-time,

planning decisions.”

brands. We now track all our digital brand

always-on brand tracking for our 3 power activity as well as traditional channels

www.researchnow.com

and are able to understand the true brand

15

fast turnaround enabled them to use

For Simply Be, exposure to TV and

effect of combinations of different media.

digital increased brand awareness by 4%,

This means that we are now able to

while exposure to print and digital

improve our business results to meet our

increased ad awareness by 10% and those

brand objectives by selecting the media

who have shopped with Simply Be by 4%.

mix that we know optimises our aware-

Exposure to TV, print and digital increased

ness, consideration and purchase intent.”

How Hershey Canada Turned Agile to Win TV Audiences with Twizzler


CHALLENGE

Hershey Canada operates in a

a key part of the process to come up with

climate that requires the organization

a new strategic direction and was involved

to lead with innovation and intelligent

in all decisions throughout the journey.

risk taking. When an opportunity arose

In terms of the creative development,

• Gain new customers

to leverage existing OLV creative for TV,

they were engaged to give feedback in

• Increase sales, volume

decision-making and implementation

all stages (from concept to animatic).

• Increase market share

needed to happen quickly. The Consumer

Insights team responded with agility.

would have required a two to three week

But there were challenges:

turnaround for feedback on the creative -

Business issue:

Methodologies:

Traditional research approaches

but the Marketing team required decision

• Advertising Research • Advertising Effectiveness

•

The confectionery category in

making in less than one week. Decisions

• Content Analysis Research

Canada is undergoing a range of

within Hershey are consistently made

• Media Research

changes from competition, distribu-

based on ROI and insight learnings, so

tion, and consumer perspectives

the Consumer Insights team themselves

that call for brands to adapt their

needed to step-in with a disruptive

go-to-market strategies

approach to honor the Hershey culture

This landscape has led Hershey

and provide clear guidance.

Client: Hershey

•

Client Industry: Candy / Confectionery Project Year: 2017

to drive a strategic repositioning

of one of the most well-known

SOLUTION

and entrenched brands in

Canada, Twizzlers, to address

incites intelligent risk taking and

the opportunity of a new

challenges DIY approaches, as well as

consumer segment

the status quo, the Insights Lead in

Empowered by a culture that

Hershey Canada, Megan Harris, turned

17

The Consumer Insights team, seen

to Zappistore for a potential solution

as a knowledge hub within Hershey, was

leveraging Zappi’s agile solution portfolio.

about zappistore

ZappiStore is the online technology company that is changing how brands learn about their customers. With AI and machine learning, ZappiStore delivers faster and cheaper insights by world-leading research partners, across the spectrum of advertising effectiveness and innovation. Founded in 2013, ZappiStore has 160 people in 6 offices globally.

www.zappistore.com

18

OUTCOME Tapping into the ZappiStore automation

platform, the Hershey insights team was

the results were delivered in less than

able to run a decoupled methodology

48 hours. The Hershey Insights team

with a turnaround in less than forty-eight

put forward a set of actionable recom-

hours. The methodology answered two

mendations for the Twizzlers’ OLV to

critical questions:

marketing stakeholders.

1.

Could the 30 second OLV be

re-used to address the media

plan opportunity on TV?

2.

Via Zappi’s automation platform,

•

could be re-used effectively •

Thanks to the agile approach

enabled by Zappi, it was validated

What creative changes would

that the messaging was inline with

maximize its impact ?

the brand’s strategic direction •

It was decided that the OLV

The tools that were used to assess

It was recommended to cut down

the creative into two fifteen-

these questions were Kantar Millward

second TV videos to maximize

Brown’s LinkNow for TV, for norms and

its ROI

broader diagnostics, in addition to Zappi’s Creative Test for Video, for scene-

by-scene analysis. With these, the insights

opened-up a new agile way for Hershey

team had the feedback they required as to

to respond to the challenges of the

how the TV commercial (based on exist-

macro ecosystem, enhancing their

ing OLV) would perform versus industry

decision making with agile methods that

norms, and how it was likely to perform

leverage learning but do not compromise

among their target audience.

speed or budget efficiency.

Most importantly, this process

Game On: Explicit & Implicit Impact of Advertising in Mobile Games


CHALLENGE

Not too long ago, the standard

SOLUTION

We theorized that gaming leads

way that people encountered ads was

to a highly energized state, a state that

on television interspersed between

may enhance ad receptivity and impact.

segments of their favorite television

Drawing heavily on tools, techniques

show. However, that world is fast disap-

and thinking from our Pragmatic Brain

pearing as fewer people watch live

Science Institute, we developed an

television. At the same time, the vast

approach that assessed implicit and

majority of adults play games on mobile

explicit responses to the ad. Specifically,

devices, where, as part of this mobile

our solution was to gauge respondents’


gaming experience, they are exposed

emotional and motivational states imme-

• Advertising Awareness

to ads. But, is mobile gaming a suitable

diately after playing a mobile game during

platform for ads, in particular brand

which they had been exposed to an ad.

Business issue: • Brand / product / service launch • Gain new customers Methodologies:

Client: Tremor Video

building ads? This is the question that our client, Tremor Video, needed

Client Industry:

to answer.

Advertising Agencies

The challenge was that we could not

simply rely on gamers’ stated claims of ad Project Year: 2017

effectiveness. This is because consumers are largely not attuned to how they are influenced by ads, have poor recall of their ad experiences, and/or are simply biased

“The challenge was that we could not simply rely on gamers’ stated claims of ad effectiveness.”

towards thinking unfavorably about ads. We needed to uncover gamers’ less

20

conscious and emotional reactions to

Additionally, we measured less conscious

ads near the actual time of exposure.

perceptions of the ad using both a

about LRW Lieberman Research Worldwide (LRW) is a full-service, custom market research consultancy known for its ability to turn insight into impact for its clients. LRW conducts research in over 80 countries around the globe, addressing a range of issues, including market segmentation, brand strategy, marketing effectiveness, customer experience and new product development.

reaction-time based task and linguistic

analysis of a pitch for the advertised

that mobile apps were a suitable platform

product. To ensure we had an appropriate

for brand building ads. Being in an

comparison, a separate group of

energized and engaged state, the

respondents watched a television

dominant state when consumers are

program, during which they were

playing mobile game may lead consumers

exposed to the same television ad,

to more actively process the information

and answered the same questions.

in ads and thus greater ad impact.

OUTCOME

Results largely supported the

hypotheses. First, and not surprisingly, gaming and television watching led to very different motivational and emotional states. Gamers were more likely to be energized whereas television watchers were more relaxed. These differences in

www.LRWonline.com

This study provided clear evidence

mood states were key to differences in

“Gamers were more likely to be energized, whereas television watchers were more relaxed.”

the impact of the ad. At an explicit level, gamers said they were more annoyed by the ad. And yet, at a less conscious level,

gamers’ perceptions of the ad were

consumers are turning away from

more positive than television watchers.

viewing television in standard ways,

Furthermore, linguistic analysis of

this study provided clear evidence that

gamers’ product pitch revealed that

mobile gaming was a suitable alternative

gamers took away more information

for ad placement.

about the product from the ad. 21

In the new world where many

Kantar Millward Brown Helps Client Get Unstuck


CHALLENGE

A global company expanded its

from the category through the use of

product line to include its own specially

our IdeaBlog methodology.

designed hardware to run its well-known

software. The client needed to understand

into perceptions of the products through

how to best communicate emotionally

hands-on experience sessions.

Client Industry:

compelling propositions while also

Technology / Software

educating consumers on their expanded

arising from the previous three phases.

product offering.

Client: Global Software Company

Phase 3 obtained unaided insight

Phase 4 helped evolve insight areas The first three phases focused on our

proprietary Consumer Theater approach.

SOLUTION

While it was the most innovative part

of this project, the combination of

To inspire the development of a

new brand value proposition, Kantar

consumer-centric methods added to the

Millward Brown – Firefly practice helped

creativity and engagement. Consumer

the client understand that their brand is

Theater is a highly dynamic, theater-based

the intersection of what their products

session that taps into the power of

are, and what their target audience needs,

improvisation to explore brand

wants and desires.

opportunities. Kantar Millward Brown

has partnered with The Second City,

Kantar Millward Brown

approached this challenge through a

the world-renowned leader in helping

4-phased approach:

develop ideas through improvisation,

Phase 1 uncovered insight into

an initial brand value proposition

performers created improvisational

territory being considered through

scenes building off consumer inputs

the use of VideoVoice.

around the territories we wanted to

Phase 2 gathered insight into

consumers’ needs, wants and desires 23

to spark co-creation. The Second City

explore. Leveraging the power of improvisational thinking inspired

ABOUT KANTAR MILLWARD BROWN

new levels of engagement and creativity.

in turn, became the guideposts for

Kantar Millward Brown - Firefly practice

further development.

moderators continually debriefed consumer reactions to the improvisational

OUTCOME

Kantar Millward Brown is a

scenes to explore which aspects of the

leading global research agency

ideas were resonating, and why.

distinct brand values were developed, each expressed in the form of a written

specializing in advertising effectiveness, strategic communication, media & digital, and brand equity research. The company helps clients grow great brands through comprehensive research-based qualitative & quantitative solutions. Kantar Millward Brown operates in more than 55 countries and is part of WPP’s Kantar group, one of the

concept. This output is serving as “brief”

“Consumers relate

to inspire possibilities for what the brand

stories that are minor

external audiences. The impact on the team’s engagement and focus has been

accomplishments

understands why the product exists in a

tremendous. The client brand team now

with the same

consumer-grounded way, and the brand

degree of passion.”

the determined territory to better under-

now has a clear path forward, leveraging stand that consumers have no problem relating to the idea of achieving what

and consultancy companies.

After the sessions with consumers,

others told them they couldn’t; consumers

Kantar Millward Brown led a facilitated

relate stories that are minor victories and

debrief with the client, agency, and key

major accomplishments with the same

stakeholders. In this session, we

degree of passion; and consumers are

“unpacked” the theater experience,

excited to become the best version

mapping observations back to the

of themselves.

creative territories. These observations, 24

could mean for both internal and

victories and major

world’s leading data, insight,

www.millwardbrown.com

Following the debrief session, four

How Quality, Human Answers are Powering Transformative Brand Tracking Intelligence


CHALLENGE

Driving successful decision-making

Simply speaking, they wanted to

requires data (aka “intelligence”) that

track the actual, real-time position of the

can be trusted and provides context

world’s biggest brands, and in doing so

and competitive comparisons for users.

create a holistic brand management

• Build brand equity

platform that implemented their model

• Increase awareness

been searching for data that shows what

of fast, powerful insights.


their customers actually think about their

brand and competitors. The sheer scale

fundamental requirements in making

of achieving this has been the challenge –

this holistic brand view possible. Morning

but one that has now been met by Lucid,

Consult needed to deliver 200+ interviews

for our partner, Morning Consult.

per day, per brand, for more than 1,000 of

the world’s top brands. To do this day-in-

Business issue:

Methodologies: • Online Surveys Client: Morning Consult Client Industry: Technology Project Year: 2017

Brand managers and executives have

Morning Consult, a leading survey

Scale and speed were two of the

research and media company, wanted

day-out, Morning Consult partnered with

to create an unrivaled brand tracking

Lucid to leveraged the full power of the

technology that could be used by

Fulcrum platform.

marketing, communications, and media executives to answer questions that

SOLUTION

delivered insight into:

As the largest programmatic market-

place for sample, Morning Consult knew • Brand Favorability

that Lucid could ensure a pipeline of real,

• Brand Buzz

quality human answers. Lucid’s Fulcrum

• Purchasing Intent

platform enables Morning Consult to ask daily brand reputation questions to more

...all while benchmarking specific

brands against their industry averages. 26

than 60,000 respondents per brand. Fulcrum’s management platform also allows

about LUCID

Morning Consult to track and stratify

OUTCOME

the survey sample across key

demographic and geographic targets.

Consult Brand Intelligence clients to quickly make key strategic decisions to

Lucid makes the unknown known. Its global consumer insights platform delivers market research sample and powers ultimate cross-media measurement software. Real answers from real people in real time. Lucid is headquartered in New Orleans with offices in New York, London and New Delhi.

www.luc.id

Today, Lucid enables the Morning

improve their brands, develop strategy,

“They wanted to track

and respond to a crisis. These managers

the actual, real-time

see their current positioning and align

position of the world’s

can visualize their competitive standing, strategic initiatives with accurate data – all on one screen. Lucid’s technology is

biggest brands, and in

a key ingredient in this powerful

doing so create a holistic

infrastructure. This partnership with Lucid has

brand management

allowed Morning Consult to build the

platform that

ment tool.

implemented their

most robust brand reputation measure-

“Lucid’s technology has helped

model of fast,

Morning Consult become a leader in the

powerful insights.”

field. Their programmatic capabilities

survey research and brand management allow us to scale further and faster,” said Michael Ramlet, Morning Consult

This allows Morning Consult to provide executives with a clear understanding of how their brands perform state-by-state and DMA-by-DMA. 27

Co-Founder & CEO.

Using itracks Video Chat to Further Understand Consumer Segments


CHALLENGE

Anki, a robotics and artificial

online qualitative research software

intelligence firm dedicated to bringing

provider, itracks. itracks software enabled

consumer robotics into everyday life,

Anki stakeholders to watch interviews in

sought to identify high potential target

real-time and see the participants’ faces

consumer segments and develop mean-

from the virtual backroom, which pre-

ingful and actionable strategies for the

served the authenticity of witnessing

future of two products, Cozmo and

interviews “first hand”. The itracks

Overdrive. Anki partnered with Chad-

software made it possible to reach partici-

wick Martin Bailey (CMB) to develop a

pants in various age groups and locations

multi-phased research initiative to help

across the country in a way that was both

them measure and leverage consumer

convenient and affordable. Additionally,

Client: Anki and Chadwick

feedback to develop and guide their

participants were able to choose their

Martin Bailey

marketing strategy and long-term product

interview time within the online software,

roadmap. The first phase of the study

which helped reduce project management

Client Industry: Electronics,

involved a quantitative portion that

time while increasing participant show

High Technology, Technology,

helped identify target consumer

rates. itracks provided technical checks

Toys /Games

segments. Then to get a deeper under-

with participants in advance of the

standing of who the people in each

sessions to ensure webcams and internet

segment are, CMB and Anki conducted

connections were working well.

a follow up qualitative portion.

Business issue: • Brand / product / service launch • Develop, revitalise market Methodologies: • Online Focus Groups

Project Year: 2017

Kelsey Segaloff, Qualitative Associ-

ate Researcher at CMB expresses, “I en-

29

SOLUTION

joyed partnering with itracks because of

the individuals we worked with. They went

To interview a variety of partici-

pants across the US in a timely and

above and beyond to make sure we had the

cost-effective way, CMB conducted

support we needed in order to execute the

in-depth video interviews using the

project seamlessly. From helping train our

moderators to quickly troubleshooting any

of gaining a deeper understanding of who

issues we had, the itracks team

their target segments are and what prod-

made themselves readily available. The

uct (Cozmo and Overdrive) features best

collaboration made a huge difference

resonate with users. The segment profiles

itracks is a world-leading expert

on the backend and I consider them a

will help inform Anki’s future marketing

in online and mobile qualitative

trusted research partner.”

decisions, advertising campaigns, product

market research software and

roadmaps and more. itracks Video Chat

services. Our full suite of

asked participants to submit brief

was instrumental in helping researchers

innovative qualitative software

five-minute videos of themselves

gather a vast amount of quality data from

products are easy to use and

describing their interests and their

participants, while interacting in an envi-

come equipped with a wide

mobile gaming activities. Next, prior to

ronment that was the most comfortable

range of multimedia capabilities

Phase 2, participants were asked to inter-

and convenient for respondents in a time

for mobile and online discussion

act with their Cozmo and Overdrive sets.

sensitive and cost-effective manner. “At

boards and real-time telephone,

Anki, we view the CMB and itracks teams

text and video focus groups.

Video Chat to conduct one hour, in-depth

as true partners—they helped us develop

follow-up interviews. During these

and bring to life a comprehensive segmen-

sessions, participants were asked about

tation for our two core products, Cozmo

their favorite Cozmo and Overdrive

and Overdrive. CMB’s segmentation

features, as well as in-depth questions

produced deep insights and the itracks

about themselves (e.g. how much would

team helped us tell the story through their

they be willing to spend on Anki

video interview software. This collabo-

products, their history with mobile

rative, multi-method approach gave us a

games) to help further contextualize

holistic picture of who our consumer seg-

the Anki consumer profiles.

ments are, helped us develop guiderails for

about iTRACKS

www.itracks.com

Phase 1 of the qualitative study

In Phase 2, researchers used itracks

our product roadmaps, and are informing

OUTCOME 30

our future marketing strategies.”

itracks qualitative software helped CMB

and Anki achieve their two-pronged goal

– Jeff Resnick, Senior Director of Global Consumer Insights, Anki, Inc.

JUST EAT Optimizes Advertising Through Quick Concept Testing


Business issue: • Global, multinational branding Methodologies: • Advertising Research

CHALLENGE

launch was small, and they needed to

test their concepts quickly to ensure

JUST EAT is proud to be the world’s

leading marketplace for online food

they got the most value out of their

delivery ordering. Launching in 2001,

advertising dollars.

JUST EAT now operates in thirteen markets worldwide, and aspires to

SOLUTION

revolutionize the way people order and

enjoy food through the world’s greatest

ways to speed time-to-insight by investing

food community.

in automation and new technology. PowerConcept is Toluna’s fully automated,

• Advertising Effectiveness Client: JUST EAT Client Industry: Resturants / Food Service Project Year: 2017

Toluna is constantly seeking new

“They needed to test

real-time concept testing tool accessible on the Toluna QuickSurveys™ platform.

their concepts quickly

This platform enables marketers to test

to ensure they got the

branding, product or advertising concepts

and understand the overall strength of

most value out of their

in days instead of weeks, at a fraction

advertising dollars.”

of the cost. JUST EAT believed in the

approach offered by Toluna’s PowerConcept, and decided to test their advertise-

JUST EAT came to Toluna looking

ments on the platform. Their goal was to

to conduct advertising testing amongst

test the effectiveness of the campaigns to

a target audience in Spain, but they

make a well-informed decision on which

needed results faster than typically

specific advertisement was preferred by

possible through traditional concept

their target consumers, as well as the key

testing methodologies. The window of

benefits they should address overall in

time between advertising creation and

their marketing campaigns.

32

about TOLUNA

Toluna is a leading provider of real-time consumer insights

OUTCOME

JUST EAT leveraged the strength

of PowerConcept to test two different TV

able to obtain results in a matter of

advertisements that were scheduled to

days – 10 times faster than traditional

run on Spanish television.

methods – and was able to instantly begin to analyze the results. The C-level

and empowers companies to make clearer business decisions by bringing brands and people together via the world’s largest social voting community of millions and streamlined research platform.

www.toluna-group.com

Interactive. After launch, JUST EAT was

“JUST EAT could be confident their

Infoboard presented diagnostic and actionable insights instantly, highlighting the points the JUST EAT marketing team needed to begin to take action.

advertising budget

was being spent

JUST EAT could be confident their

In the end, there was a clear winner

amongst the tested advertisements, and

on an effective

advertising budget was being spent

campaign that would

resonate with their target audience.

resonate with their target audience.”

on an effective campaign that would

They were also able to identify

which key benefits were most important to that audience, which helped them to shape additional marketing campaigns as well.

The project setup was quick and easy and took minutes to launch through the intuitive wizard which automatically adds your concepts and builds the survey using methodology powered by Harris 33

Facebook Tests Cross-Platform Performance of Mobile-First Videos


CHALLENGE

Digital-native consumers today are

video ads on Facebook and Instagram

constantly stimulated by ads on smaller

from 11 categories in the UK, with half of

handheld screens where only ads that

them categorized as “feed-proof videos”

are personal, relevant and cater to their

– those meeting the following MetrixLab


shorter attention spans have any impact

video creative standards developed as a


on their consumer behavior.

result of the 2016 EMEA study:

Business issue:

Methodologies:

To thrive in such a crowded digital • incorporating brand identity

ad environment, Facebook, the global SNS

within the first 3 seconds

• Mobile Surveys

giant, reached out to MetrixLab, one of

• Digital Media

the Macromill Group companies head-

• Copy Testing

quartered in the Netherlands, to conduct


an analysis of 68 FMCG video campaigns

• effective without sound

in EMEA in 2016. The analysis was aimed

• featuring the core message at

Client: Facebook

• showing the brand for at least

half of the video duration

the beginning

performance on Facebook. Building on the

The remaining half were categorized

learnings from this study, Facebook again

as “non-optimized” videos that did not

approached MetrixLab to implement

meet these standards.

further research to explore whether the

same video could be used effectively on

grid that plots video performance to

both Facebook and Instagram, to provide

evaluate 80 ads in two dimensions of

creative guidance for campaigns using

“Breakthrough”, Metrix Lab’s assessment

both platforms simultaneously.

of an ad’s ability to generate stopping

at uncovering key creative attributes that positively influence mobile video ad

Client Industry: Digital Media Project Year: 2017

MetrixLab used a performance

power and be recalled, and “Response”,

35

SOLUTION

an ability to generate an emotional

To test this out, MetrixLab analyzed 80

response or drive consumer action.

about macromill

Macromill Group is a rapidly-growing global market research and digital marketing solutions provider headquartered in Tokyo and Rotterdam. We bring together the collective power of our group companies to provide innovative data and insights that drive clients’ smarter decisions. Macromill serves some 3800 brands in more than 90 countries.

www.macromill.com/global/

All ads were manually coded across

still matters. Great news from this

over twenty variables and each video

research is that an advertiser whose

was tested among a consumer audience

primary goal on Facebook is cost

using MetrixLab’s digital video copy test-

efficiency can – and should – extend

ing approach. All surveys were completed

their campaign Instagram within a

on a mobile device with testing carried

campaign using Facebook’s Placement

out in the Facebook environment and

Optimisation tool.

then in the Instagram environment. For each ad test, a scorecard was developed showing performance vs. benchmarks.

The results showed that feed-

proofed videos on both Facebook and Instagram performed 1.2 times to 2.2 times better than non-optimized videos in terms of ad recognition, message recall, average view time and completed

“...advertisers can expect their feed-proof video to work equally in both feeds with consistent outcomes...”

views. This confirmed that MetrixLab’s feed-proofing guidelines derived from

In addition, extending a Facebook

the previous study are not limited to

campaign to include Instagram can help

Facebook but are best-practice guidelines

increase the size of a campaign’s available

that work also for Instagram.

audience by allowing it to reach people across two of today’s most important

OUTCOME

36

Facebook were able to demonstrate

mobile platforms. Advertisers may also benefit from a lower CPM while keeping

that the advertisers can expect their feed-

a consistent level of return, which could

proof video to work equally in both feeds

ultimately increase their return on ad

with consistent outcomes, but platform

spend, or campaign efficiency.

How Werkspot Uses Cint to Approach New Markets with Effective Data-Driven Brand Awareness Campaigns


CHALLENGE

SOLUTION

Werkspot.nl is a Dutch online

Access by Cint was the perfect tool

platform that connects homeowners in

for the job, giving Werkspot the opportu-

need of home improvements, to service

nity to reach 757,000 consumers in Italy

professionals that can get the job done.

alone with precise and recurrent survey

• Increased Awareness

targeting across a period of six months.

• Brand / product / service

needs (anything from a small fix in

the kitchen to full home renovations),

targeting home owners aged between 30

service professionals who are interested

and 65 spread across the whole country.

Business issue:

launch Methodologies:

After consumers post their job

can reach back with their proposals and


answer any possible question from the

• Advertising Effectiveness

users. Then it’s up to the users to compare professionals, check their

Client: Werkspot

Each survey ran for about a week,

customer reviews and decide who they want to hire for the job.

“They approached Cint to set up what they call a ‘trend-barometer.’”

Client Industry:

Online platform, directory of

label, Instapro.it, in Italy in 2015.

home improvement providers

tool (SaaS) that allows users to target and

Project Year: 2017

38

Werkspot launched its international Werkspot wanted to boost their

Access by Cint is a survey targeting

company awareness in the Italian

field to/interview 40 million consumers

territory with relevant PR campaigns

worldwide, all while getting your project’s

but needed help in understanding what

feasibility and costs in real time thanks to

were the home-improvement trends

our advanced algorithms. With Access by

among homeowners in Italy.

Cint, you can also target and create/man-

age any type of quotas, such as: region,

This is when they approached

Cint to set up what they call a

income, type of education, age of children,

“trend-barometer”.

car brands, and more.

about CINT

OUTCOME

Cint is a software company

from Cint that were used to get an over-

journalists and bloggers to create aware-

view of trends in the home improvement

ness around the Italian Instapro platform.

developing technology to innovate the way insights are gathered. Cint specializes in SaaS & API solutions offering efficient, user-friendly tools to access online consumer panels,

Werkspot received regular datasets

market in Italy. Werkspot was finally able to answer questions like: how much

money do Italians spend on home

data is one of the pillars of our PR

improvement, which type of home

strategy. We have used it as a basis to

improvement is most popular, etc.

create press releases, organise media

is a fully transparent marketplace with reach to +40m consumers in 80+ countries.

www.cint.com

ics, and more – all of which help our goal

“Werkspot was finally

to become the go-to authority within the

able to answer questions

PR content generated from Cint’s data has

home improvement world. The resulting

like: ‘How much money

been published all across the Italian TV,

do Italians spend on

online media and has been vital to our

home improvement?’”

newspapers, lifestyle magazines and brand building in the region.”

Additionally, each survey also had questions built around a specific theme (such as, postponing jobs in the house and how this could affect people’s relationships), so that they could use these answers to create a selection of thematic press 39

“Cint’s ‘Trend barometer’ research

events for journalists, create infograph-

as well as panel management software. Cint’s Insight Exchange

releases that were then distributed to

– Elize Brolsma, International PR & Communication Specialist

Connecting the Data to Uncover the Best Countries in the World

ABOUT THIS CASE STUDY Business issue: • Uncovering the best countries in the world • Collecting accurate data country-by-country Methodologies: • Lightspeed data drawn from extensive panel of global citizens • Lightspeed’s QuestionArts Survey Design • Lightspeed’s Honesty Detector

CHALLENGE

SOLUTION

What makes a country great?

Insights are only as good as the

Education? Economic strength?

data collected, and for a robust global

Political system? What makes a

study this means connecting the dots

country the best?

along the way. It’s about composing the

questions, considering cultural nuances,

Finding the best country in the

world would mean collecting moments

understanding how best to reach people

and connecting many different voices and

globally and meet them on the device/me-

cultures in an authentic way. For an inau-

dium of choice to ensure thoughtful,

gural study released in 2016, WPP’s brand

accurate responses.

strategy firm BAV Consulting turned to

Lightspeed as the exclusive data partner

voices from around the world means

for the project.

bringing the individual into the conver-

sation. Before even going into field for

An extensive global panel was need-

Collecting moments and connecting

ed for U.S. News & World Report’s 2016

the inaugural 2016 study, Lightspeed’s

Best Countries rankings. The study and

award-winning Vice President of Innova-

Client: BAV Consulting, for

model used to score and rank countries

tion, Jon Puleston, consulted on the

The Wharton School of the

was developed by BAV Consulting and

survey design. Understanding panelists as

University of Pennsylvania and

The Wharton School of the University of

people, no matter where they sit, is critical

U.S. News & World Report

Pennsylvania in consultation with U.S.

to a project of this scope’s success. Light-

News & World Report. An understanding

speed sourced and surveyed a total of

Client Industry: Advertising

of how to build representative samples for

16,248 global citizens from 36 countries in

& Media

different parts of the world, in the correct

four regions - the Americas, Asia, Europe,

language and suitable for the respondent’s

the Middle East and Africa. Lightspeed

device of choice would be critical to the

was able to ensure another dimension of

project’s success.

success through the use of its patented

Project Year: 2015 to-date

41

The study was repeated in 2017, this

Honesty Detector solution in countries

where it’s available. Understanding

time with Lightspeed surveying a total

patterns in data by country, and filtering

of 21,372 individuals in 36 countries,

Quality-seeking researchers,

through ‘noisy data’ to identify relevant

measuring 75 dimensions that have the

marketers and brands choose

information would be critical to the

potential to drive trade, travel and

Lightspeed as their trusted global

project’s success.

investment and directly affect national

partner for digital data collection.

Of the respondents in the initial

economies. The findings were released in

Lightspeed’s innovative technol-

study, 8,092 were informed elites and 4,513

U.S. News & World report in March 2017,

ogy, proven sampling methodol-

were business decision-makers. Some

and the client generated significant top-

ogies and operational excellence

respondents were considered both

tier media coverage including a feature

facilitate a deep understanding

informed elites and business decision-

article in the New York Times on the re-

of consumer opinions and

makers. The remaining 6,381 respondents

port’s launch date (March 7, 2017).

behavior. They empower clients

were gen-pop.

about lightspeed

The significance of the study goes

by capturing actionable data that

well beyond its visibility and media

illuminates issues.

coverage. “How a nation is perceived out-

www.lightspeedresearch.com

“Filtering through

side its borders is critical to its success,”

‘noisy data’ to identify

said Sir Martin Sorrell, WPP’s Chief Ex-

relevant information

responsible administrations pay attention

would be critical to the project’s success.”

ecutive Officer. “Smart, thoughtful and to image and reputation, because a better image contributes towards more foreign direct investment, more tourism and a ‘made-in’ or ‘created-in’ premium.”

42

The partnership and study continues

OUTCOME

to grow; Lightspeed recently went into

The Best Countries website was

field for the 2018 study which promises to

launched in 2016 to highlight the findings.

be the biggest and best yet.

Math & Magic: How to Amplify Research Storytelling with Video

CHALLENGE

SOLUTION

Storytelling – the art of using

words and actions to reveal elements

the world’s leading end-to-end video

of the story and encourage the listener’s

insight platform gave this digital content

imagination – has become a central

powerhouse an opportunity to operation-

• Defend brand position

component in the market researcher’s

alize video in research. Voxpopme enabled

• Global multinational branding

toolkit. Consequently, one of North

them to integrate video open-ends into

America’s leading digital media compa-

new and existing surveys while leveraging

nies recognized that in today’s data-heavy

the platform’s powerful video analytics

• Video research software

world, concise and artful storytelling

and editing tools to analyze and share

• Video analytics &

helps decision makers in their businesses.

custom showreels very quickly. And

Stories drive customer-centric decisions

with an audience of over a billion

by showing stakeholders the people

consumers across multiple brands,

behind the data.

there is certainly no shortage of stories

that need to be heard.


Business issue:

Methodologies:

editing software Client: Blind

As masters of media and technology,

Partnering with Voxpopme,

Client Industry:

they already understood the power of

Global, multinational brand in

video and its impact as a storyteller, but

the media industry

had also experienced the challenges of

have always lent themselves to video,

working with this medium for research.

but typically it’s been a time-consuming,

In the past, numerous projects delivered

cumbersome medium,” says the Director

access to only a handful of respondents

of Consumer Insights at the company.

while taking large amounts of time to

“Working with Voxpopme makes video

record, analyze and edit the content.

an efficient solution that enriches

The barriers to video made it difficult

feedback by adding context to ratings

to efficiently deliver compelling

and provides us with more data, more

consumer stories for research hungry,

stories and more value.”

Project Year: 2017

time-pressured executives. 44

“Storytelling techniques for research

about VOXPOPME

OUTCOME

Voxpopme is the world’s #1

5-times more information than traditional

reel using the Voxpopme platform and

text responses. Ultimately, video proved to

comparing that to traditional processes

be a powerful medium for research story-

(notes, followed by several sessions with

telling, helping the consumer insight team

video editing software). The results were

to share consumers’ stories and ultimately

dramatic. Analysis and showreel creation,

drive deeper understanding and research

which once took a week or more, were

engagement among key stakeholders.

completed in just a day or two.

video insight platform. We help global brands and agencies see the people behind the data to drive real customer-centric decisions. Our unique technology lets you capture customer

Video open-ends delivered over

videos at speed, analyze at scale and share with ease. So, every data point you use to make decisions can be backed up by real human stories.

Not only this, a company well

“Voxpopme’s technology

versed in technology learned how

solved many of the

and operationalize video to make it an

quickly and easily they can implement

historical challenges of

accessible research solution for any

working with video...”

research team access to real human

future study – essentially giving the stories whenever they need them to

site.voxpopme.com

enrich storytelling in the business.

Voxpopme’s technology solved many

of the historical challenges of working with video, making it easier than ever for researchers of different disciplines to embrace video in digital storytelling. Several Research Managers were included in the test – meticulously tracking the 45

time spent to create a 3-minute sizzle

Enabling Better Business Decisions Through Real-Time Conversations


In the race for “customer obsession,”

Redefining stakeholders

effective tools for consumer engagement

are an imperative. Traditional method-

redefining who has direct contact with

ologies for consumer engagement have

consumers. Insights teams lead, deploy-

become too time consuming, expensive,

ing the Discuss.io platform to engage in

and too often locked in the silo of market

real-time conversations with consumers.

research. Multinational brands are

Then, in waves, the Insights Team is

Client Industry:

looking for partners and tools that are

inviting stakeholders across the enter-

Telecommunications, Consumer

scalable, affordable alternatives. The

prise in Marketing, Logistics, Packaging,

Healthcare, Beverage & Snack

reason? The need to make better, more

and even Invoicing, to engage as well.

time-sensitive business decisions based on

Result? Game-changing conversations

real-time, global, consumer connections.

with consumers that are informing

innovations at every touchpoint.

Methodologies: • Live video research platform

Project Year: 2017

Discuss.io’s platform utilizes live

One Telecommunications client is

video technology that is increasingly who use apps like FaceTime and Skype in

Understanding what matters most

their daily lives. Conversations, therefore,

One client in Consumer Healthcare

come naturally and consumers share

has realized the impact conversations

more authentically.

can have on innovation in communica-

tions and product development. While

familiar and unobtrusive to consumers,

47

Clients are taking advantage of

the platform’s best-in-breed capabilities

watching moms interact with babies

to capture and store, interrogate, and

during play, via Discuss.io’s live video

replay video-based insights, distilled from

platform, intimate nuances have been

conversations across a universe of global

unlocked regarding what it means to

consumers. Below are some examples of

“protect” while encouraging developmen-

how they use the technology for better

tal independence. Understanding these

business decision making,

observations has helped launch products,

about discuss.io Discuss.io enables brands to

packaging, and marketing campaigns

who had been previously segmented by

addressing the resulting insights.

characteristics of buying and consuming habits, was proving only part of the full story. Discuss.io enabled them to augment

by engaging directly with

Global conversations with a regional flavor

consumers around the world

consumer,” uncovering the insights

through real-time conversations

engagement with consumers, a Global

towards which the brand’s promises and

over live video. Better

Beverage and Snack company needed to

product innovations could be guided.

understanding of consumers

find new ways to connect with consumers

encourages better real-time

to develop a more three-dimensional

alize their programs, globally these

decisions, leading to reduced

understanding on a person-to-person

business leaders have a consistent

time-to-market, successful

level across global operations. Introduction

platform, enabling qualitative data

products, and more

to Discuss.io through joint venture partner,

storage and analysis, addressing the

effective marketing.

Unilever, was enough endorsement to

corporate imperative: form a connection

prompt them to to explore Discuss.io if

with consumers that can be leveraged

there could be similar value to their family

for decision-making, across stakeholders

of brands, especially in light of their

in the global enterprise.

corporate imperative.

Discuss.io’s live video platform to enable

make better business decisions

www.discuss.io

48

Meeting a corporate mandate to drive

Putting a regional flavor on the

and refine assumptions about the “whole

No matter how much they individu-

Increasingly, brands are choosing

rollout of the program, team leads

real-time conversations with their

in various units/regions have used

consumers. Similar to those of the

Discuss.io’s technology to have conversa-

examples we have described here, these

tions that would complement their

companies are realizing the quantifiable

quantitative and “big data” efforts. This

benefits of consumer engagement in cost

has enabled an even fuller, nuanced pic-

savings, decreased time-to-market, and

ture of their consumers. What they

more effective business decision-making

thought they knew about their consumer,

across stakeholders in the enterprise.

Developing an Omnichannel Consumer Decision Journey Strategy


CHALLENGE

A pet food company wanted to

Apply an industry-specific Journey

develop and implement an omnichannel

Framework. The most important deci-

strategy. The client’s internal teams –

sion for any consumer decision journey

including e-commerce, brick-and-mortar,

research is choosing the right framework

brand, and marketing were struggling to

rather than any specific research method-

Client Industry:

develop a cohesive strategy to guide each

ology. SKIM applied and customized our

Pet Owners / Food / Supplies

function/channel. The client team needed

Habitual Journey Framework for the pet

foundational consumer decision journey

food industry. This framework allowed

research to better understand the shop-

the client to differentiate distinctive

ping journeys for individual channels and

touchpoints and content needs in a rou-

the interactions among the channels.

tine and habitual journey from a switch-

Client: Pet Food Company

Project Year: 2015

ing (disrupted) journey.

50

SOLUTION

Design. SKIM’s research design included

SKIM recommended a three-

Develop an integrated Research

pronged strategy using our Habitual

research audit and trend analysis, work-

Journey Framework, multi-faceted

shops, observational deep-learning, quan-

research design and customized

titative research and digital behavioral

socialization and insights activation

data integration. This multi-faceted design

workshops. This strategy would help

allowed the core client team to develop

the client team navigate through multiple

granular insights that are specific for each

channels of consumer decision journeys

product category, channel, key retailers

to develop strategy and use a structured

and strategic consumer segments.

alignment and socialization framework

for cross-functional stakeholder interac-

Socialization and Activation plan.

tion and insights activation. The

Getting journey insights right is critical

strategy described:

but insights are only the tip of the iceberg

Create a collaborative Insights

to achieve tangible business impact. An

effective activation requires a collabora-

visualization. Internal teams will

tive mindset and careful planning to

inevitably have ongoing needs to slice

SKIM is a global consumer

navigate internal silos and convert

and dice the data in new ways. To free

decision behavior agency with

insights into actions. SKIM worked

up the core team from creating custom

offices in Europe, the US, Latin

closely with the core client team to

reports for these requests, SKIM

America, and Asia. We focus on

embed a highly collaborative

provided an interactive dashboard

decision behavior in five areas:

socialization and activation process.

to enable an efficient way to continuously

Consumer Decision Journey

leverage this research.

Mapping, Pricing & Portfolio

Making insights actionable and accepted

Management, Communications,

starts with explicit up-front alignment

level focus. To equip account and shopper

Product Development &

with account teams, shopper marketing,

marketing teams with insights to engage

Innovation, and Brand

category management, eCommerce teams

key customers (retailers), SKIM custom-

Engagement & Consumer

and external retail partners. Pre-research

ized retailer-specific reports and focused

Segmentation.

workshops and stakeholder interviews

on the category level insights with retail-

were conducted. We built in multiple

ers’ needs in mind to facilitate manufac-

alignment points throughout.

turer-retailer collaboration.

about SKIM

www.skimgroup.com

51

Internal & external alignment.

Interactive dashboard with data

Customer-centric and category-

Socialization and synthesis.

Journey research takes time. To keep

OUTCOME

stakeholders engaged, and create ongoing

alignment with the core cross-functional

insights to develop omnichannel strate-

team, SKIM designed a number of interim

gies at two levels. First, we recommended

workshops to deliver insights by stage.

specific actions on how to cohesively opti-

Foundational journey research comes

mize presence in all channels while grow-

with a large amount of data. An

ing e-commerce. Second, we developed

effective delivery requires stakeholder-

retailer stories to inform retail-specific

specific synthesis.

strategies to strengthen partnerships.

SKIM provided the client teams with

How Nestlé Used Agile Research to Achieve a Higher Concept Success Rate


Business issue: • Brand / product / service launch

CHALLENGE

New product development requires

with fully developed stimuli. But for

flexible decision-making and quick

this initiative, the team decided to use

pivoting. To meet these challenges,

agile research to get a quick quantitative

product teams have to constantly

read first on some simple ideas, and

innovate on the way they think about

then do a qualitative deep-dive on the

and approach research.

winning ideas before validation with

fully developed concepts.

When Nestlé’s product team

began brainstorming new prepared

meal ideas, they identified an area to

conducted four phases of research togeth-

focus on: getting consumers more

er to identify the best meal concept(s) and

involved in the cooking process.

the accompanying creative strategy.

Development, Concept

Optimization, Product

research phase in a way that:

Methodologies: • Advertising ResearchCopy Testing - Television • Product Research: Concept

Nestlé needed to approach the

• Product Testing: Concept • Ethnography / Observational

• Captured consumer insights around

53

Concept Prioritizer™ for 30+ meal ideas

various meal ideas early on in the

and identified the best performing

product development process

based on key metrics including appeal,

• Allowed for fast pivots away

uniqueness, fit with brand, and value

from bad ideas so they could

for the price.

spend time and resources on

stronger opportunities

ideas, the team used an online qualitative

With the winning subset of five

Concept Refiner™ to understand

Client Industry: Packaged Goods Project Year: 2016

quantitative and qualitative research,

Research Client: Nestlé

Phase 1: The research team paired

starting with an online quantitative

Development Testing

The GutCheck and Nestlé teams

SOLUTION

consumers’ likes and dislikes, appeal,

personal relevance, and purchase intent.

Traditionally Nestlé’s Innovation

Phase 2: The GutCheck team

team follows a stage-gate process where

research is infrequent and completed

conducted an online ethnography via an

about gutcheck

Exploratory Research Group™ to help the

The team identified two storyboards to

Nestlé team understand why the one-pot

refine prior to validation testing.

concepts weren’t connecting with conWe pioneered agile market

sumers in phase 1. They wanted to under-

OUTCOME

research to provide clients

stand consumers’ likes and dislikes about

with actionable answers and

current one-pot meal products in the

Cooker Meal Starters following a wealth

confidence at the speed of

market, identifying pain points to address

of consumer insights and pivoting away

their business. Our team of

and selling points in the category. This

from weaker ideas during development.

full-service agile research

led to a pivot away from one-pot meals

Here’s what they learned:

experts leverages our online

to slow cooking.

qualitative and quantitative

platform to help clients think

the teams gained a better understanding

early and often guaranteed purpose-

smarter and act faster.

around consumer language by listening to

ful iterations and gave the Nestlé

consumers describe the conveniences and

team greater confidence going

challenges of slow cooking to help Nestlé

into validation.

Phase 3: Using a Concept Enhancer™,

• Incorporating consumer feedback

• Getting feedback in the consumer’s

know how to enhance the functional and www.gutcheckit.com

emotional benefits.

Phase 4: Nestlé worked with

language was critical for connecting

with the consumer. • The team found they didn’t need to

another vendor for phase four, where they used a quantitative methodology

rely on large research studies/sample

for concept validation.

sizes to reach and learn from

their consumers.

Phase 5: A quantitative survey was

• Having a strategic partner who could

conducted via GutCheck’s Creative Prioritizer™ before product launch to compare

stay flexible, adaptive, and responsive

four storyboards based on key metrics like

during all phases of new product

purchase intent, enjoyment, engagement,

development was invaluable.

and clarity, as well as open-end analytics. 54

Nestlé’s product team launched Slow

AYTM Automation Makes Research 3x Cheaper & 12x Faster


CHALLENGE

Origin Consumer and Brand

into their clients’ problems, the team had

Insights (www.origincbi.com) is a

two questions:

consumer behavior, data science, and

1. Can data collection be faster so

technology company that offers custom

the team could spend more time

solutions to clients’ marketing challenges.

developing the practical implications

Origin’s mission is to provide business

of their insights?

advantages through applied psychological

2. Can data collection be cheaper so

and data sciences. One of the ways Origin

that those savings could be passed

• Emotional Measurement

uses applied psychological sciences is

on to their clients?

• Online Surveys - DIY Surveys

through its proprietary consumer

Business issue: • Brand / product / service repositioning Methodologies:

Client: Origin CBI at Hill Holliday

motivation profiling tool.

SOLUTION

Origin wanted to determine the

The Origin team determined they

primary motivation profile associated

would need to automate their proprietary

Client Industry:

with consumers of car brands. “Knowing

tool, and turned to AYTM for their

Advertising Agencies

the motivation profile for each car brand

automated options.

could give Origin’s clients a competitive

edge,” says Senior Manager of Research

motivation profiling tool with AYTM’s

Dr. Kenneth Faro, Ph.D. “For example,

Advanced MaxDiff, a drag-and-drop re-

Porsche might be purchased for identity

search experiment in AYTM’s survey editor.

motives, while Toyota might be purchased

“This way,” says Faro, “Origin’s specialty in

for safety motives. That insight affects

consumer behavior was paired with AYTM’s

how you might message to potential new

specialty in method automation.” The plat-

customers of each brand.”

form presents MaxDiff to respondents as

an adaptive progression of question mod-

Project Year: 2016

While Origin’s consumer motivation

profiling tool provided unique insights 56

Origin decided to run their consumer

ules, with four items to rank per module.

about AYTM AYTM is a best-in-class market research technology platform that delivers critical insights

Origin fielded the survey to 1,000

Americans, census balanced for gender

within 4-48 hours for a gen pop study.

and age, to AYTM’s proprietary panel

Origin’s automated MaxDiff study re-

PaidViewpoint – voted the #1 U.S. survey

quired only one person to program,

panel on the SurveyPolice website.

and finished fielding within ten hours.

fast. AYTM’s automation solution allows researchers, marketers and analysts to run a full range of quantitative and qualitative research via the ease of a do-it-yourself platform. AYTM’s proprietary panels provide unparalleled levels of trust, quality and speed with

“Origin’s specialty in

www.aytm.com

57

According to some of AYTM’s clients,

other full-service research organizations often charge starting at $30,000 for a

consumer behavior

typical study with complex research tests.

was paired with

Americans, age and gender balanced, with

For AYTM, a brief DIY study to a thousand

AYTM’s specialty in

a thirty-item MaxDiff experiment, would

method automation.”

price tag.

access to over 25 million consumers globally.

automated version usually completes

cost less than a third of that traditional

As for speed, assuming a classic

MaxDiff experiment would optimistically

OUTCOME

take about three weeks, Origin was able to

complete their study 12x faster than usual.

In other methods using classic

MaxDiff experiments, the experimental

design and analysis of MaxDiff often

and cheaper solution allows for: (1) more

requires 8-15 people, and can take 3-5

time for Origin to craft better insights for

weeks. By contrast, AYTM’s automated

clients, and (2) Origin to provide cheaper

Advanced MaxDiff typically requires 1-2

services to our clients.”

people (to create the list of items to test,

paste the list into the experiment on the

CBI, please contact Dr. Kenneth Faro at

research platform, then launch), and this

617-366-4271, or at [email protected].

According to Faro, “AYTM’s faster

For more information about Origin

Confirmit Enables NPD Group to Provide Better, Faster Results to Its Customers


CHALLENGE

We have found that surveys are a

that point, many years ago, we have been

critical component to the type of analysis

using Confirmit – so much so, that we’ve

we strive to complete for our customers

been able to grow with Confirmit on how


each day – but are realistic (and proactive)

we collect data, all while technology is

• Increase awareness, sales,

about the difficulties with getting con-

growing and evolving, particularly in the

sumers to take surveys. Especially with

mobile arena. Once we found Confirmit

a lengthy survey we may need to issue

and made the decision to engage with

(to truly capture what’s happening in the

them, we were comfortable because all of

market and how an individual consumer’s

our immediate needs were met, and we

shopping habits are affected by the mar-

knew we could grow as a true partnership,

• Consumer Research

ket), it can be difficult to get people inter-

together in the industry.

• Consumer Satisfaction

ested and keep them engaged throughout

• Data Collection

the survey.

we’ve had to constantly keep an open

• Questionnaire Design

dialogue with Confirmit, so we can change

Business issue:

volume, market share Methodologies: • Market & Competitive Intelligence

Client: NPD Group Client Industry: Technology

Because of this, we’ve had to get

creative and survey consumers in a

our data collection processes to ensure

variety of ways to get a total picture of

we are getting our clients what they need.

a consumer’s shopping lifecycle – where

Confirmit has been instrumental from the

they are shopping, when they are

start in helping us collect the right infor-

shopping, how they are shopping, etc.

mation in the right way to get our customers what they need to make the best

Project Year: 2007

59

Because of the industry changes,

SOLUTION

business decisions possible. Beyond that,

we are always searching for how we can be

Once we broke into the online arena,

with the creation of our online panels,

doing more for our clients, and Confirmit

we knew we needed to find the right

is always at the forefront of that roundta-

partnership, and continue developing

ble discussion, offering solutions and new

that partnership over the years. Since

ways to integrate their technology into our

offerings and research analysis. Confirmit

On the flip side, Confirmit is also growing

is consistently helping us get more sophis-

and evolving on their end (particularly in

ticated by helping us analyze how we are

mobile) and they are always willing to raise

Confirmit is the world’s leading

collecting data on the back end, and decide

their hands to offer us their new capabili-

SaaS vendor for multi-channel

how we want to format it and make sure

ties, but are also willing to conform to spe-

Voice of the Customer, Voice

we get our customers what they need.

cifics that NPD needs as well.

about confirmit

of the Employee, and Market

We see the future of data collection

Research solutions. Confirmit

OUTCOME

moving towards collecting information in

powers Global 5000 companies

a variety of ways to get to the same results

and Market Research agencies

constant desire to evolve and grow as a

as you would have with a 30-40 question

worldwide with a wide range

company, we’ve been able to get our results

survey, without actually conducting such a

of software products for feed-

to the clients quicker and more efficient-

lengthy survey. The future is all about ease

back / data collection, panel

ly. Furthermore, we’re able to scale larger

and convenience for the respondent,

management, data processing,

(launching trackers globally) and in a much

without sacrificing on the data. Looking

analysis, and reporting.

shorter timeframe than previous iterations.

into the future at NPD, we are always

We are now able to tell clients the end date

looking into new and different ways of

of when the surveys and trackers will be

collecting information, particularly

launched, and we know what those metrics

through mobile, and we continue these

need to be for our customers. We can be

discussions with Confirmit. We also are

up and running in just a couple of months,

looking for ways to collect the most

and we know that by using Confirmit, we

information out of the shortest or quickest

are getting the reliability and standards

type of survey interaction, and how exactly

we need to collect the data for our clients

we want to ask respondents specific types

to provide them with the optimal results.

of data questions – and it is in our best

Thus, this is a more efficient and cost-

interest that Confirmit is included in

effective way to get the business up and

these conversations.

www.confirmit.com

Through this partnership, and our

running in the market research sector. 60

Activating Segmentation


CHALLENGE

These days, grocery shoppers face

Did shoppers really need all these

an overwhelming array of choices every

organic SKUs?

time they set foot in the store. There are

more brands offering more products

stakeholders to create an effective

• Develop, revitalize market

than ever before, which means more

learning plan:


competition for that coveted cart space.


Therefore, reaching consumers in this

Business issue:

Methodologies: • Strategic Research – Segmentation • Consumer Research – Consumer Trends • Consumer Research – Lifestyle & Value trends

Burke aligned with internal

• Qualitative research helped answer

crowded market depends on having a

the initial questions, tease out differ-

deeper understanding of their needs,

ences in consumption patterns, and

desires, and tensions.

hypothesize potential segments.

• Quantitative analysis helped

Recently, a global food and

beverage client reached out to Burke, Inc.

identify segments in terms of size,

with a need to better understand their

profitability and findability. • Illumination brought each segment

consumers in the grocery channel – now

to life.

and into the future. Burke and Seed Strategy answered the call with an

Client: Global Food &

in-depth segmentation initiative,

Beverage Company

leveraging both proven research tools

teams, Burke developed a comprehensive

and cutting-edge strategic innovation.

segmentation solution that identified future innovation areas and created a

Client Industry: Packaged Goods Project Year: 2015

62

Working side-by-side with client

SOLUTION

delivery plan that provided a storytelling

report, fact books which gave key stake-

As Burke began the project, a few

key questions came to light: Were certain

holders access to foundational knowledge

beverages a better fit for certain lifestyles?

on an ongoing basis, and typing tools that

How value conscious are target consum-

set the team up to identify segments in all

ers? What need states are not being met

research going forward.

about BURKE

However, we took it further with

Seed Strategy – Burke’s very own

products they desire. • Succinctly summarized insights

strategic “special forces” team – and Fueled by quality research, Burke’s in-depth consultation helps clients find the right solutions to the complex challenges their organizations face. Burke’s capabilities extend beyond the typical boundaries of research suppliers through Seed Strategy, a growth acceleration firm specializing in product innovation & strategic brand development.

www.burke.com

brought the segmentation to life,

segment behavior (e.g., lifestyle and

strategically and visually. Once the

shopping) to inform new product

segmentation was complete, Seed worked

development and marketing efforts. • Identified unmet consumer needs in

closely with client teams to refine marketing strategies and develop more targeted

the category (i.e., white space) to fuel

product innovations for specific segments

innovation pipelines. • Guided development of innovation

of consumers. These critical steps helped ensure that all learning translated into

platforms for core products so that

actionable, tangible outcomes, including

expansion could be done in a

a new line of products currently available

strategic way. • Created a “typing” tool to assess the

at grocery retailers nationwide.

impact of new products on the

OUTCOME

category and help ascertain an

optimal mix of benefits, RTBs and

support for present and future marketing

package design for specific

initiatives, Burke and Seed’s segmentation

consumer targets.

Having gone well-beyond its intend-

With the goal of providing strategic

project delivered on many fronts: • Assessed the sizes of key

ed scope, this segmentation research has

segments to prioritize marketing

been leveraged as a company-wide tool to

and product development

support marketing strategy, stretching

innovation efforts.

its value, and impacting the client’s

• Served as a strategic foundation 63

that better connected consumers to

for brand architecture development

bottom line.

Drink Label Design: So Fast You’ll Freak


CHALLENGE

A CPG design team was tasked

were exposed to each of the designs and

with creating a label for a energy drink

asked a mix of open and closed ended

which was aesthetically pleasing and

questions which dug into their perceptions

communicated the drink’s primary

of each design.

differentiators – healthy, made of natural

ingredients, and makes the drinker feel

one design stood out as resonating &

good. They came up with three different

communicating differentiation better than

• Package Development

designs which they believed accomplished

the others. However, Remesh’s Live

• Package Testing

this goal, but it was unclear what each

Analysis surfaced that even for the best

• Product Research

design communicated to their target

design there was a major concern that the

• Moderating-In-Depth /

consumers.

drink’s label did not make its ingredients

clear. They spent the next 5 minutes

Business issue: • Brand / product / service launch Methodologies:

One-on-One Client: In-house CPG Design Team Client Industry: Foods/Nutrition Project Year: 2017

The challenge was to understand how

By 13 minutes into the conversation,

consumers reacted to the designs, what

probing into the specifics of how

specific design elements were successful in

participants expected the ingredients

communicating the drink’s differentiators,

to be communicated.

and what design improvements could be

made. Then use all of this insight to deliver

moderator explained to participants what

a final design in less than 24 hours.

they were attempting to communicate

At 18 minutes into conversation, the

and asked what elements of the various

65

SOLUTION

designs best achieved those communica-

tion goals. During the last 4 minutes,

They used Remesh to engage 100

people from their target market in a

they had participants brainstorm

30-minute live conversation. Before it

slogans & messaging.

began, demographic & behavioral data

were gathered on the participants.

learned: Which individual design best

During that conversation, participants

accomplished their goals; What design

When it was over, the designers had

about Remesh elements were driving positive and

negative perceptions; What design

pleasing design which they were

Artificial intelligence for live

elements successfully communicated

confident successfully communicated

many-to-one conversations

the drink’s differentiators; That they failed

the drink’s differentiators to their target

with a crowd.

to realize the importance of communicat-

market – and they had the data to back it.

ing the ingredients on the label; How they

From the time they had completed their

could best communicate ingredients on the

initial design concepts until they delivered

label; and what messaging / slogans best

their research findings and final design

resonated with consumers.

concept was less than 12 hours.

remesh.ai

OUTCOME

From the results of the 30 minute

Remesh session, the designers identified which of their three designs best accom-

The result was an aesthetically

“The result was an aesthetically pleasing design

plished their goals of communicating the

which they were confident

drinks differentiators.

successfully communicated

the drink’s differentiators to

They used their qualitative learnings

about how various design elements impacted consumers’ perceptions to further

their target market.”

improve the design. They added ingredient information to the label based on their

66

new understanding of what customers

expected. Finally, they made a small

turnaround speed and attention to

change to the messaging on the label

consumer input – the product plan moved

based on specific language they learned

forward ahead of schedule & the design

resonated with their target consumers.

team was able to go home early.

Their boss was impressed with their

How to Plan & Track Your Way to a Successful Campaign


CHALLENGE

A major network running an ad

questions were asked of each respondent

campaign for a variety of its client’s

from the YouGov panel. By creating

brands wanted to provide results

specific TV program variables YouGov

showing the impact of the ads. The

was able to track the key brand metrics

campaign was scheduled to run over

throughout the specified campaign

a seven-week timeframe, after which

timeframe. The client was able to


campaign effectiveness needed to be

evaluate the campaign as a whole,

• Increase awareness

demonstrated along with insights and

and also measure some of the key


recommendations for future efforts.

campaign elements individually to


assess their contribution to the


SOLUTION Methodologies:

YouGov BrandIndex helped


measure the impact of the campaign,

• Advertising Tracking

tracking several consumer brand

• Online Research Panels

metrics for each brand. The client

• Brand Identity Research

was able to compare the brand scores

• Data Analysis

among a target group of consumers who watched the relevant TV programs

Client:

during the campaign period vs.

Television / Cable / Satellite TV

consumers in general.

Client Industry: Packaged Goods

overall results.

Adding the client’s brands within

YouGov BrandIndex we were able to

“By creating specific TV program variables, YouGov was able to track the key brand metrics throughout the specified campaign timeframe.”

track brand awareness, advertising Project Year: 2017

68

awareness and purchase consideration

In addition to YouGov BrandIndex,

throughout the seven-week timeframe.

the network was able to utilize YouGov

Additionally, four brand attribute

Profiles which provided an overall

about YouGov

At the heart of our company is a global online community. We combine this continuous stream of data with our deep research expertise and broad industry experience, to develop the

audience analysis of those consumers

to see an increase in the key brand

who viewed the relevant ads during the

metrics during the time the ad campaign

campaign along with those who were

ran. The data collected enabled the

exposed to the campaign on specific

network to demonstrate to the

dates within the campaign timeframe.

advertising client the quantifiable

By utilizing YouGov Profiles the network

value of running ads with them over

was able to identify their audience

the seven-week timeframe, provide

leading to the opportunity to target

insight around details and specifics

and drive purchase consideration.

of the campaign and give their recommendation to the client on

technologies and methodologies that will enable more collaborative decision-making & provide a more accurate, more actionable portrait of what the world thinks.

“The network was able to identify their audience leading to the opportunity to target and drive

today.yougov.com

purchase consideration.” OUTCOME

With the information provided

through YouGov BrandIndex and YouGov Profiles the network was able 69

how to plan for future campaigns.

When is a Dorito Not a Dorito? The Critical Role of Implicit Insight in Brand Extensions

ABOUT THIS CASE STUDY Business issue: • Brand / product / service launch • Brand / product / service repositioning • Increased market share

CHALLENGE

Frito-Lay has an impressive house-

the respondent thought the new

of-brands that together, account for over

brand/category combination would

60% of the salty snack market! When

yield an appealing product. • Categories that consumers

the company approached us four years ago they were seeking a solution to

considered a “fit” were so closely

their primary challenge – their house

related to the current category that

was over-crowded. At the time, most of

the brand often didn’t confer any

Frito-Lay’s $14B+ in revenue was generat-

unique benefits.

ed by highly substitutable brands sitting side-by-side in 40 feet of space, distin-

SOLUTION

• Franchise Extension

guished by little other than taste

• Psychological / Motivational

preferences, and competing for the

began looking for more advanced methods,

same 3-4pts. of category growth.

but had just ended a multi-year relation-

ship with a neuro-marketing firm who

Methodologies:

Consumer Research • Emotional Measurement Client: Frito-Lay Client Industry: Foods/Nutrition Project Year: 2013

All the while, brands like Special

K & Nike were expanding with more

measured what happens with the brains,

brand-centric innovation strategies,

but not the minds of consumers. Accord-

stretching into new categories with

ingly, Sentient Decision Science was

7-14% CAGR while their base categories

chosen specifically because we offer

crept along at 1-3%. Management issued

scaled technology that reveals what

a challenge for Frito-Lay to replicate this

consumers implicitly think, and more

approach, so they conducted traditional,

importantly how that contributes to

survey-based research from which they

decision-making. Frito-Lay & Sentient

drew the following important but costly

partnered on a landmark extendibility

conclusions:

study involving 11 brands, 100+ category

• No matter the question, almost every 71

To overcome these pitfalls, Frito-Lay

response was biased by whether

extensions, 30,000 respondents and 14,000,000+ subconscious measures.

ABOUT sentient decision science

While multiple methods were used, the

centerpiece for this research was Sentient

differentiation to drive preference. • Know what you’re implying.

Prime®, a proprietary web-based platform

Consumer appeal will be based on

that combines behavioral science & mo-

subconscious inferences about

Industry-Leading Implicit

bile technology to uncover consumers’

which characteristics the brand will

Research & Technology Firm.

subconscious perceptions & emotions.

transfer from its current product

It works by recording miniscule changes

portfolio into the new category

in mental processing that results from

(which, if not understood can lead

exposure to stimuli which can then be

to product failure).

analyzed to reveal specifically what’s in the mind of the consumer.

sentientdecisionscience.com

every added category, consumers

will implicitly understand what is

OUTCOME

always true of the brand – making

future extensions easier.

pipeline of demonstrated successes, but

Sentient’s implicit extendibility

also established the following behavioral

research has now spawned multiple

principles to formulate better future

highly successful launches, including

extension strategies:

Mac & Cheetos and Cheetos Chicken Fries.

Ultimately, Sentient’s advanced

implicit methods not only generated a

• Hold on loosely to your guardrails.

Additionally, Doritos followed up Doritos

As brands move to new categories,

Locos Tacos with Doritos Loaded, both at

fewer attributes will always be

7-Eleven (where it was 2nd best-selling

implicitly associated with the brand.

SKU) and Walmart where it has helped

• Fit is not enough. Brand fit provides

72

• Manage your “brand constant.” With

reinvigorate the Frozen Foods category –

the necessary credibility for a new

all of which has enabled Frito-Lay to

product to be considered, but

extend several of its megabrands well

doesn’t guarantee sufficient

beyond the salty snack aisle.

Conjoint Analysis Drives Sales & Development for Leading Durable Goods Manufacturer


CHALLENGE

Recognizing that the market is

product attributes is greater than six. This

both crowded and maturing, Lifetime

is because ACBC learns which attributes

Products, a global consumer durable

and levels the respondent is focusing

goods manufacturer, was looking for

on and adapts the design to show only

a better way to inform its product devel-

product concepts that are similar to each

opment process. One specific challenge

individual’s ideal product. The result is a


included creating an optimal outdoor

user-centered survey that more closely

• Increase price premium

storage shed, all while battling escalating

mimics real-world decision making. In this


management information demands.

study, a total of 16 attributes and 45 levels

described the shed, making ACBC the


“We needed a solution to accommo-

date the large attribute/level designs nec-

ideal solution.

• Pricing Research

essary to study our product line effectively.

• Conjoint Analysis

We found that solution, and more, in Saw-

configure their preferred outdoor storage

• Product Development

tooth Software’s Adaptive Choice-Based

shed in a Build-Your-Own type question.

• Online Survey Programming

Conjoint (ACBC).” – Bob Goodwin, MR

Depending on their answer, different

Director, Lifetime Products

outdoor storage shed concepts are creat-

Methodologies:

To start, respondents are asked to

ed that are of interest to the respondent.

Client: Lifetime Products

SOLUTION

The respondent is then asked which

Client Industry:

concepts are “a possibility.” Must-have

Consumer Durables,

survey approach, first developed by

and unacceptable features are identified

Household Products / Services,

Sawtooth Software. It leverages the best

in this screening section which capture

Lawn & Garden

aspects of Choice-Based Conjoint

non-compensatory decision behaviors,

(CBC), all while creating a customized,

like brand loyalty or product requirements,

interactive and engaging experience for

and the concepts shown adapt based on

its respondents. ACBC has proven

each individual’s rules. Any products con-

increasingly useful when the list of

sidered “possibilities” and conforming to

Project Year: 2009

74

ACBC is an innovative, quantitative

ABOUT sawtooth software

these rules are brought into a final choice

storage shed configurations, based on the

tournament where respondents choose

specific attribute and level combinations.

the product concept they are most likely

This made the exercise more realistic and

to purchase. At the end, a winning prod-

easier to comprehend.

Sawtooth Software is the

uct is identified for each respondent.

industry leader in conjoint

analysis. We also provide tools

include: Prior to the ACBC exercise,

for general interviewing, MaxDiff

respondents identified the top 10 most

ACBC program, Lifetime Products de-

scaling, and cluster ensemble

important features and the top 4 brands

termined which outdoor storage shed to

analysis. Our products have set

that would impact their decision to pur-

manufacture to garner the most market

standards in their fields and our

chase an outdoor storage shed. By using

share. Lifetime Products also built a mar-

conferences and workshops are

this constructed-list approach, the num-

ket simulator within Sawtooth Software,

highly regarded by industry

ber of attributes in the ACBC exercise

allowing the team to configure different

experts. Have you brought

reduced from 16 to 10, and brand names

storage shed offerings and simulate how

conjoint analysis into your

from 8 to 4, for each respondent. Now, re-

they would perform in market (other-

workplace yet?

spondents could focus most on the

wise known as “what-if” analysis). The

features that would drive their personal

results of these simulations helped the

selection process.

team understand the impact of a potential

product design change on share as well as

www.sawtoothsoftware.com

Other features unique to this study

A customized price approach

By utilizing Sawtooth Software’s

generated more realistic product concepts

gauge potential competitor responses to

– where the total price of the product is

proposed product designs. When we force

based on the incremental costs of the

respondents to make difficult trade-offs

attribute levels included in that concept

between product offerings, we learn what

(i.e. a 7’x7’, wooden shed costs more than a

they truly value.

5’x5’, plastic/resin shed).

The conditional display feature

revealed images of the different outdoor 75

OUTCOME

The Shopper’s Nest Community: Where Insights Are Born, Relationships Nurtured & Sales Grow

ABOUT THIS CASE STUDY Business issue: • Increase sales, volume

CHALLENGE

With limited budgets, and a

And there was the added benefit of unlock-

mandate to deliver gold-standard

ing the power of longitudinal learning for

insights, the Shopper Insights team at

Nestlé USA, fueling always-on, two-way

Nestlé USA found themselves needing

shopper engagement.

an insights vehicle that was big, yet Methodologies: • Online Communities

efficient; specific to their largest retailers, yet centralized so it can be accessed by all; small-enough to generate insights

Client: Nestlé USA

that humanize shoppers, yet quantifiable to ensure stakeholder trust and buy-in.

Client Industry:

At the time, the primary solution they had

Beverages, Foods/Nutrition

in place only enabled qualitative insights.

Project Year: 2013 – present

SOLUTION

The Shopper’s Nest – a private

online insight community designed and recruited for Nestlé USA by

“And there was the added benefit of unlocking the power of longitudinal learning for Nestlé USA, fueling always-on, two-way shopper engagement.”

Maru/Matchbox. The Nest has nearly ten thousand members that represent

77

key targets for Nestlé USA, allowing them

OUTCOME

to execute a wide variety of strategic and

tactical qualitative, quantitative, mobile,

has been running, over 150 research activi-

social, behavioral and non-conscious

ties have been executed across all of Nestlé

research activities in one unified platform.

USA’s major categories and retailers. With

In the four years the Shopper’s Nest

ABOUT MARU/MATCHBOX

the data housed in Nestlé USA’s

• providing a detailed view on shopper

community platform, Maru/Matchbox

behaviors for strategic growth

researchers have been able to unlock a

channels (including Club and

deep understanding of today’s shopper

E-Commerce to influence channel

Maru/Matchbox has been

- which increased retail activation in field

strategies for frozen categories)

pushing the boundaries of the

and thought leadership in Nestlé USA’s

customer market insights space

Shopper function.

• securing distribution for a smaller

brand including a gain of ~640 stores

for over a decade. We are a

with a key retailer resulting in an

sector-focused consumer

incremental ~$500,000.

All at roughly one-third of the cost

intelligence firm focused entirely on better client outcomes. Our expert teams are deeply invested in key sectors of the economy, delivering insights and analysis backed by superior quality data.

www.marumatchbox.com

78

“Maru/Matchbox researchers have been able to unlock a deep understanding of today’s shopper...”

Outcomes include: • maximizing ROI on scale events

(validation of strong shopper

participation with higher minimum

purchase levels; brand sweepstakes

engagement preferences and

brand impact)

of traditional ad hoc research.

The Wall by Schlesinger Enhances Qualitative Engagement of Physicians


CHALLENGE

Schlesinger Associates was

tool was an obvious choice to maximize

commissioned by Healogix, a marketing

the value of the time spent with these

research consultant to the pharmaceu-

important recruits. The Schlesinger tech-

tical and biotech industry to deliver a

nical team advised on best deployment of


unique data collection solution on be-

The Wall for the workshop style study and


half of a large pharmaceutical company.

loaded and tested the content in advance


The client required rapid turnaround of

of the workshops.

Business issue:

research on creative content targeted at Methodologies: • Advertising Research

physicians. The client also required a compelling research experience and results for fast management buy-in.

Client: Leading Pharmaceutical Manufacturer and Distributor

SOLUTION

Client Industry: Healthcare

Schlesinger provided rapid and

on-target recruitment of physicians to

“Schlesinger has discovered an innovative way to create research participant engagement...”

participate in eight individual, in-depth Project Year: 2016

80

creative workshops within one day at

Helogix leveraged the 190” dynamic,

its New York City facility. When Healogix

multi-window, interactive display which

approached Schlesinger with their brief,

showcased a variety of advertisement

The team made available its latest tech-

stimuli. The Wall provided physicians

nology for qualitative studies; The Wall by

with high-impact visualization of the

Schlesinger. Schlesinger has discovered an

creative concepts, allowing for dynamic,

innovative way to create research partici-

side-by-side direct comparison of the

pant engagement, allowing researchers to

advertisement concepts. The respondents

deliver deeper and faster insights and this

engaged at The Wall with the annotation

ABOUT Schlesinger Associates

and manipulation tools in both a free-

able. The physicians spent fifty-five min-

form and structured way to show their

utes of the hour on their feet engaged with

preferences and share their responses.

the Wall, evaluating concepts quickly and easily. They were more ebullient and more

Schlesinger Associates, an

OUTCOME

eloquent.” The moderator was able to

international marketing research

capture the ‘voice of customer’ through

company with offices in key

only a win for the Healogix researcher

annotation directly onto the content.

markets in the United States and

leading the groups and the participants,

Europe, is a leading provider of

but the clients watching as well: The

search and seeing the interaction,

research services, including data

agency and the markets viewed the

allowed for client decisions to be made

collection, focus group facilities,

groups. There was full engagement

more quickly. Summing up, Tim Edbrooke

and respondent recruitment.

both sides of the mirror. This was a new

said, “We had never viewed a group that

experience for the client and led to ideas

was so engaged. Our client was able to

generation on-site.

move quickly from the report, which

The Wall helped make the study not

Being engaged at the time of the re-

included data straight from The Wall, to schlesingerassociates.com

“There was full

launch. The project took only three weeks

engagement both

from commission to insights. We were able

sides of the mirror.”

client’s expectations.”

This approach allowed the moder-

ator to be animated throughout the session. Tim Edbrooke, President of Healogix said, “Physician engagement was remark81

fast buy-in from their team and campaign

to meet the deadline and exceed our

How Ricola Accelerated Concept Development for Successful Product Launch

ABOUT THIS CASE STUDY Business issue: • Brand / product / service launch

CHALLENGE

techniques. The Ricola team had limited

time, so the research needed to yield

Ricola has traditionally been known

for its all-natural cough suppressants,

quantitative reactions and necessary

made with Swiss herbs. You probably

diagnostics and in-depth learning to

can hear the Swiss alp horns and chant

optimize the idea – both in a single step.

Riiiiccccooollla when you think of the brand. Dual Action created an oppor-

Methodologies: • Product Research Concept Development

tunity for a new cough drop – one that relieves both cough and sore throat. With just weeks until launch, Ricola needed to quickly discern reactions to this new

Client: Ricola USA

liquid-center product, especially how to talk about it in a way relevant to

Client Industry:

consumers. Using BuzzBack’s engaging

Beverages, Foods/Nutrition

and interactive techniques, the team explored a new concept via both a

Project Year: 2010

concept exploratory study, followed by an in-home use test. This two-part approach helped insure the new

“The Ricola team had limited time, so the research needed to yield quantitative reactions and necessary diagnostics and in-depth learning to optimize the idea...”

product’s success in market.

83

SOLUTION

Key measures provided the foundation the

Phase 1 – Concept Optimization

team needed to assess concept success, but

BuzzBack’s unique approach

importantly projective and enabling tech-

combined traditional key metrics with

niques, such as Thought Bubble and Con-

interactive concept optimization

cept Focus revealed language critical to

about buzzback

BuzzBack delivers visual, global insights – even in hours – through an engaging interactive experience. Major consumer, pharmaceutical and financial services companies innovate using our intuitive image-driven & language-rich approach. We help hundreds of brands worldwide to better connect with consumers, break through marketing challenges, and fast-track innovation.

www.buzzback.com

market positioning and communications.

OUTCOME

In particular, these techniques helped

identify and articulate the consumer

be a solid performer, and product trial

need – what a cough/cold sufferer desired

further reinforced flavor appeal and effi-

in a cough drop in terms of features and

cacy – 2 factors critical to market launch.

benefits. Using a visual scenario to elicit

In just 30 days, BuzzBack helped the team

language, consumers described specific

get the idea right, with clarity on how to

symptom relief, along with pleasant taste,

articulate it. BuzzBack’s interactive projec-

identifying ways the Ricola team could

tive techniques elicited language and copy

position the product. Concept Focus

later used in market introduction.

uncovered specific elements that

resonated, including both visual and

accelerated time to market leading to

verbal cues and why.

one of the company’s most successful

The result for Ricola was an

product launches. Since introduction of Phase 2 – In-Home Use Test

Dual Action Cherry Menthol, Ricola’s also

added Dual Action Honey Lemon and

Because the Dual Action product

departed from Ricola’s heritage herb

other new products and formulas with

positioning with a new formulation –

added benefits to its line. BuzzBack

menthol liquid filling - the team followed

continues to help the team further

concept evaluation with an in-home use

innovate its Riiiiicccccoooola brand.

study. This step was designed to confirm concept accepters (and in fact cold sufferers) had a product experience that aligned with their reactions to the idea. They used Dual Action to treat their cold/sore throat for 2-3 days, providing feedback on taste, flavor and importantly, efficacy.

84

The Dual Action concept proved to

Hey There Good Lookin’: Idea Screening for the Tinder Generation


CHALLENGE

SOLUTION

Like many other companies,

The client switched to innovation

the client was challenged to innovate

screening with Upsiide, a technology-

in a more “agile” way – identifying

empowered innovation screening

opportunities and innovating against

solution from Dig Insights. Upsiide is

those opportunities in a way that is

a fundamentally different approach

• Develop, revitalize market

both faster and cheaper.

to innovation screening.



Past attempts at agile research had

The consumer experience is

resulted in learning that was superficial,

essentially Tinder for ideas. Millennials

often limited to a ranking of popularity

(and many non-millennials) are comfort-

• Franchise Extension

among the general population. A second-

able with this interface. Upsiide is research

• Concept Testing

ary issue was that the client was targeting

that uses a language that consumers are

• Mobile Surveys

millennials with their snacking innova-

comfortable with (swiping), as opposed

tions. Millennials were increasingly

to a language that researchers are

Client: Fortune 500 Consumer

uninterested in participating in

comfortable with (5-point Likert scales).

Packaged Goods (US-based)

traditional concept screening research.

This results in an easier, more intuitive,

The client was concerned that millenni-

more enjoyable respondent experience.

Client Industry:

als who were willing to participate in this

Advertising Agencies,

kind of research were not representative

proprietary software that allows us to

Food / Nutrition

of the broader target.

conduct very sophisticated analysis,

including Network Maps (which reveal

Methodologies:

Project Year: 2017

86

Because of these issues, the client

The client experience leverages

was seeing low success rates for their

how innovations relate to each other,

innovations in market. There was a

which can inform future innovation,

need for a fast, cost-efficient solution

communication, planograms, etc.) and

that also provided deeper insight that

TURF analysis (which reveals the

the team could use to make

mix of innovations that most efficiently

strategic decisions.

maximizes potential penetration).

about dig insights

OUTCOME

The client was able to understand

not only how popular each potential

us to have quick consumer feedback to narrow down the list.” – Katie Mundell, Consumer &

Dig Insights is one of the

innovation was, but also how they related

fastest growing research

to each other. They were able to discuss

agencies in NA. Our team of

the tension between the mix of products

consultants serves a diverse

identified in TURF (which favors a very

set of global clients. We believe

diverse product set) vs. the mix of products

that allows us to integrate consumer

that research should:

identified in network maps (which favors

feedback into our innovation pipeline

1) Inspire bold new strategies

a more focused product set) and to identify

earlier and faster. We no longer waste

2) Predict choices as trade offs,

a channel-specific strategy that prioritized

time and resources having our develop-

not just compare against

a diverse product set online (where reach is

ment teams focus on ideas that have

outdated norms

potentially huge) and a focused product

little consumer appeal, and instead can

3) Leverage the potential of

set in-store (where velocities are critical).

focus on refining and improving on the

emerging technology to

Upsiide results were demonstrated to be

truly breakthrough ones. Put plainly,

uncover new opportunities.

highly predictive of in-market volumes.

Upsiide makes us smarter and faster.”

Shopper Insight Strategy, Nestlé “Upsiide is an incredibly useful tool

– Consumer Insights Manager, www.diginsights.com

“I love the Upsiide tool because

it gives my team the ability to test concepts that they may not have had the opportunity to test otherwise. In a category like ice cream where innovation drives growth, there are always so many ideas in the pipeline and Upsiide allows

87

Global Quick Service Restaurant Brand

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