Challenge

Having developed prototype ‘business process’ software, our client wanted to explore opportunities for the software, and then specify, and develop a marketing strategy to commercialise it.

Approach

3 stage research and software development approach:

First, we worked with our client to create research stimuli bringing-to-life the software idea, what it does, and how it worked. This comprised one page software summaries, a list of features and benefits as well as wireframes or screen-grabs.

Second, depth interviews (over two dozen) with a range of potential business customers and covering a range of industry sectors. The purpose of research was to understand businesses needs, issues and frustrations. Also reactions to the software idea and details. This enabled us to create an outline marketing strategy; target market ‘sweet-spot’ and software development specification to focus coding activity.

In a subsequent stage, we compiled further stimuli covering brand names, communications, more detailed software screen-grabs, and pricing. All was explored with a further sample of the priority target groups (again around two dozen). The aim was to assess what resonated most and what didn’t. This then allowed us to recommend an ‘optimal’ software development specification, brand proposition, communications and pricing.

Results

Our work gave management confidence to establish a new business and software brand. Called Process Bliss, it is a simple way to help teams work together and do great work. It works by embedding simple processes and workflows to undertake key tasks. Thus empowering those new to roles, and boosting business efficiency and effectiveness, while keeping everyone in the loop. Read more about how Process Bliss works and schedule a discovery call or start a free trial.

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How we launched an amazing wedding venue

Challenge

• To research and develop a marketing strategy and plan to launch Rackleys Chiltern Hills; a new luxury wedding barn and event venue in the heart of rural Buckinghamshire. As the refurbishment took over 18 months, careful staging was needed to develop the venue, while attracting guests, and building a high quality reputation.

Approach

• Staged collaboration with the management team and also graphics and web designer, over 18 months.
• Firstly, secondary research to understand, the range and nature of current wedding venues, and offers, in and around Buckinghamshire.
• Secondly, qualitative research, comprising depth interviews, with prospective and recent brides and grooms, and wedding planners to understand their needs and decision making criteria.
• Thirdly, we defined the Rackleys Chiltern Hills brand positioning, product and service offer, and other elements of the marketing mix. Then created a website and established a social media presence.
• As the build nears completion, test events, and marketing, will increase in proximity to, and beyond the official opening.

Results

• Marketing for Rackleys Chiltern Hills wedding barn and event venue started in Spring 2020 with the launch of their new website, and social media sites.
• The impressive refurbishment is well underway and opening on track for 2021. Rackleys is now open for show-rounds, taking bookings and welcomes first guests in April 2021.
• After 2 months of (low key) marketing activity they have already received a ‘significant number of enquiries and bookings’.
• Take a tour around Rackleys amazing wedding barn in Buckinghamshire and check out their social media for latest news.

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How we helped a TV and film casting agency achieve record placements

Background

Guys and Dolls Casting provides supporting artistes (SAs) to the television and film business.

Challenge

To grow the customer base of Assistant Directors (ADs) in TV and film, and also provide even more supporting and featured artistes to TV and film productions.

Approach

• Review of company and market situation with the CEO, including financials, customers and productions served, and also strengths and weaknesses.
• Depth interviews with a range of Assistant Directors (mainly 2nds/3rds, some 1sts) in TV, film and commercials sectors. Our aim was to understand their needs, attitudes, behaviour. And also reactions to proposed new Guys and Dolls Casting services.
• Analysis of findings and production of recommendations to better meet AD’s needs.
• Also analysed online marketing performance. And then developed communication strategy and plans to refresh the website, increase awareness of services (such as new Extras Manager), and leads.

Guys and Dolls has built an envious reputation for supplying fabulous extras; high calibre supporting srtistes and crowd for feature films, television programmes and commercials.

Results

Marketing collateral, processes and resources put in place to grow the business. As a result, in 2019, the team smashed previous records for getting SAs and featured artistes on set. Lots more artistes are also being lined up for 2020 productions.

If you need professional supporting artistes or want to be one, get in touch with Guys and Dolls Casting.

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Challenge

To create an engaging event for the local community, boost interest and trial of new sports, and local clubs. Also to raise the profile of Marlow Sports Club, and raise funds to pay back the land purchase cost

Approach

It all started with an idea from a tennis club member who is a qualified pyrotechnician. Thereafter, we set out to fill a gap in the local market. Also to create a distinctive experience to inspire kids and adults alike. Nearly 9 months of planning goes into staging the show. It is an organisational challenge led by members of Marlow Tennis Club, and also involving help from all other sporting sections.
Marketing promotion aims to reach over 90% of the community half a dozen times in the 2 weeks before the show.
The offer itself is also designed to involve local sports clubs, great music, as well as purveyors of fine local beers, wine and food.

Results

The Marlow Monster Fireworks Show is now in its 5th year. From a standing start, attendance has grown every year, and visitors now include over 10% of the local community.  As a result, it has raised over £30,000 to pay back Marlow Sports Club’s land purchase cost. Thus also helping to provide a lasting legacy for the local community.

The 2020 show is on Saturday 7th November (social distancing guidelines permitting); for advance tickets, visit the Marlow Monster Fireworks Show ticketing website after October 1st.  Thankyou for supporting the cause.

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How we revealed insights and event ideas to raise awareness of Parkinson’s disease

Background

Parkinson’s is a charity focused on promoting awareness of, research into and help to alleviate Parkinson’s disease. In particular, they wanted help to understand needs and motivations to take part in events and generate and assess ideas for new events to raise awareness of Parkinson’s disease.

Challenge

To research why participants take part in events, and also provide guidance to develop new events to promote Parkinson’s.

Charity Market Research Approach

• Brainstorming and team working to devise and bring-to-life potential new Parkinson’s event ideas
• Charity market research involved depth discussions with a wide range of event participants, from popular to more unusual events such as the Dryathlon, Secret Cinema and flash mobs.
• Research analysis to reveal findings and conclusions

Results

Revealed a clear picture of the type of event participants, their event needs and factors that drive participation. Also reactions to a range of events and what would most stand-out, appeal to event goers and match Parkinson’s objectives. Our work ultimately focused Parkinson’s UK communication and fundraising strategies and event development strategies.

Read more about and then support Parkinson’s great work.

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How we inspired new desserts for out of home eating

Objectives

To understand attitudes and needs to eating desserts out of home. In addition to uncover insights to create new desserts and grow the category.

Dessert Development Approach

1. Restaurant trade observation and secondary research to investigate menus and also the current range of desserts available out of home.
2. Research planning workshop with marketing, research and food development teams.
3. Creation of advertising and product stimuli to understand needs and uncover insights and ideas for new products.
4. Family group discussions in various out of home eating establishments, also creative consumer workshops with different demographic groups.
5. Analysis followed finally by a debrief and working session.

Results

Provided a series of visual and written insight platforms to inspire and focus new dessert development. Also several pointers to improve trade channel operations. This ultimately helped cement trade working relationships with a leading restaurant chain.

See the delicious range of desserts at McDonald’s UK.

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How we researched and helped develop a new energy service that has increased customers three-fold

Background and challenge

Ovo Energy is a small energy supplier who also wanted to create a new service to take on the might of the ‘Big Six’.

Approach

• Team working to create stimuli to express the new energy service.
• Customer depths and groups with existing and potential Ovo customers in all energy regions. This also included lapsed Ovo customers and customers of the ‘Big Six’.
• Research and product development involved recycling and refining ideas in just 4 weeks.

New Ovo Energy Proposition that’s helped increase customers three-fold

Results

Identified widespread unmet need for a new brand to challenge the ‘Big Six’, and also the ingredients for a new service. Since launching the new service, and energy marketing campaign, the number of Ovo customers increased three-fold. In addition, Ovo became uSwitch ‘Energy Supplier of the Year 2017’, winning 11 out of the 12 awards.

See Ovo Energy’s refreshing new energy services.

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How we researched and helped develop a new magazine

Background

Match of the Day is the BBC’s flagship football programme. A earlier attempt to expand the brand was unsuccessful and a new opportunity foreseen in the teenage publishing and online market.

Challenge

To understand the market for football news and gossip, and also identify gaps in the market for a new multi-media football offer.

BBC Match of the Day Magazine

Magazine Market Research Approach: Three stage process:

• Research planning session to decide issues and opportunities to explore and also create/compile new ‘offer’ stimuli.
• Group and depth insight programme. Methods included paired depths with pairs tasked as investigative journalists, and groups with respondents asked to complete football and football media diaries. In addition, paired father and son depth interviews and individual football enthusiast interviews. These respondents were also asked to buy and review magazines.
• Working session to debrief findings, conclusions and recommendations.

Results

Identified opportunities and created blue-print for new Match of the Day magazine and website targeted at tweens.
The magazine launched in 2008. In year 1, sales amassed c. £8.5m thus enabling it to vye for category leadership.

Read BBC Match of the Day magazine

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How we helped increase visitor loyalty

Challenge

The Merlin Annual Pass – a year’s worth of fun!

Approach

• Customer depths and workshops with families of children aged 2-18 years. The sample included both new, long standing and also lapsed Merlin Annual Pass holders. In addition the sample covered customers of both the standard and premium pass and a mix of ages, gender and family composition.

Results

Find a Merlin Annual Pass that’s right for you.

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How we diagnosed sales drivers and barriers in family history research

Challenge

Faced with falling income, the General Register Office (GRO) (part of the Home Office) wanted to understand the family history market and the customer journey. In particular, the use of birth, death and marriage (BMD) certificates, and drivers and barriers to sales and cost recovery.

Researching family history researchers

Approach

• Initial working session followed by secondary research to understand the market, key competitors and also BMD sales drivers and barriers. This involved regression analysis to determine sales causes and effects.
• Qualitative research with genealogists through to novice researchers to understand customers and influencers. Also the family history research journey, salience and role of GRO and reasons for using or not using BMDs.
• Followed by creation of range of BMD services and delivery methods.
• Then finally quantitative research, conjoint analysis and econometric modelling to quantify usage and attitudes, BMD sales drivers and barriers, determine strategic product, communication and pricing policies, and analyse and forecast 5 year demand for BMD services and revenue.

Results

Created  mathematical formulae and statistical models to predict future sales by analysing and also correlating sales and effects over 10 years.
In addition, provided new insights on existing and potential family history researchers, the market and BMD sales drivers and barriers.
Devised new product, promotion and pricing strategies to meet the GRO’s public sector marketing objectives. These then provided a foundation and focus for growth.

To trace your family tree use the General Register Office‘s services – as used exclusively by a very large proportion of genealogists.

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