Insight > Strategy > Action

Our consultants have extensive industry experience, versed in the commercial realities of driving profitable growth for brands, reflected in how they gather insights and apply them, seeking the methods which go above and beyond your current understanding of consumers, shoppers and kids.

Research is just our means to that end, not the end in itself.

Our Expertise

100% of our projects involve helping brands to win the hearts and minds of families, which means understanding the interplay between kids – consumers upstream – and their parents – shoppers downstream, from their first encounters with your brand, to the ways in which they co-form brand affinity and recall.

Actionable Insights

Kid Consumers

Family Shoppers

FAMILIES

Parents are ‘downstream’ of the touchpoints which kids are engaged in, and have their own criteria on which to make choices, to balance the family budget and guide them purposefully along the path to purchase.

KIDS

Kids are upstream of parents, in their own media bubble, may find it difficult to express their ideas, wants and needs, so we rely as much on body language as we do words reveal how to connect, engage and inspire.

SHOPPERS

As parents set out on a shopper mission, online or in store, other subliminal influences are set in motion to direct, divert and convert them to purchases, impulse and planned, with ease, speed, and as little cognitive effort as possible.

Create > Launch > Grow

Consumer fluency helps you to understand what your consumers know, feel and think about your brand

> what makes them pick click buy

> empowering you to confidently take your brand into new directions,
de-risking your strategy whilst fuelling even greater innovation…

> opening up opportunities in new markets, categories, formats or retail channels, with the right marketing activity to unlock growth.

Brand Development Research

Consumer Fluent researchers examine and expose the mindset of consumers, shoppers and kids, ‘live and in the moment’ when choices are being made, digging deep to reveal the subconscious motivations which drive choice, harvesting the language used to express wants and needs, and facilitating their co-creatvity.

BRAND POSITIONING STRATEGY

Brand research is 5 times more accurate and effective when done in context with the retail, competitive environment, so we’ve developed a unique approach to brand research – Stock the Shop – which simulates real-life situations and prompts the most intuitive response to the brand proposition on key influential parameters.

PRODUCT DESIGN & INNOVATION

Our recipe for success? A blend of co-creativity and quantitative screening.  We conduct qualitative co-creative sessions and product tests, play sessions, food taste tests and ethnographic studies in homes and studios.  We run AB Monadic tests to evaluate the size of market for innovation and work with production teams to bring ideas to market . 

BRAND EXTENSION & RANGE HIERARCHY

Experience tells us that brands transition in to new categories more successfully by building stepping stones from their origins to their destination.  The same can be said for range extensions.  What’s key is understanding the DNA of the brand which will enable it to exist in a new category guise and even in a different part of a store.

DIGITAL UX, ADVERTISING & CONTENT

We love researching entertainment and digital interactivity – be it advertising, live action video or animation, a game, an app, a website or e-tail.  Time for the ‘science bit’.  There are so many clever ways in which to measure the impact of design features and taxonomy on usability, that tap in to real time behaviours and emtional response.

Retail Category Research

‘Live and in the moment’ fluency means interviewing, observing, tracing and analysing at points along the shopper journey, focussing on browsing, sourcing, show-rooming and the final purchase, the retail channels chosen, the categories visited.

OMNI-CHANNEL PATHS TO PURCHASE

Each retail channel poses its own unique challenges, whether your goods are fast moving consumables, durables, or somewhere in between.  The trend toward convenience and online have the potential to transform categories for the better and worst, so we tackle all formats and channels when examining shopper trends.

SHOPPER SEGMENTATION

Beyond generational, gender and socio-demographics, we are defined by our attitudes and beliefs, the rules of thumb we follow and the needs we prioritise to fulfil.  We are homogenous in most ways but diverge when it comes to brand choice, personal tastes and preferences.
NEW MARKETS, NEW CATEGORIES

The definition and structure of a category is not fixed.  Our needs and wants are not fixed or universally identical either.  Lifestyles and local cultural influences evolve; brand and product developments re-shape our perception of what we need by what we desire.  Understanding local customs and context is essential to break in to a new market and succeed.

REAL-2-DIGITAL-SHELF NAVIGATION & UX

As shoppers, when we scan the fixture of a store, we are presented with multiple options within our line of sight.  When we search a category on line, the choices available are fed to us in smaller segments, with only partial view of the category . User experiences must be optimised to suit a mission search setting and a general ideas browse.

Quantitative & Qualitative Research

We take full advantage of innovations in technology for quantitative research – from Face Reader software to visualisations of concepts in a retail context, together with high quality scripting and analysis software.

Online Surveys

Segmentation Usage & Attitude Trend Trackers Market Studies Moderated Communities

Concept screening

Design, Advertising,
Product Concepts
Stock the Shop Drills
Heat Mapping

Screen Tracking

Remote Screen Recording Face Reader Eye Tracking Cookies Analysis

At Point of Purchase

Accompanied shops in store & online Mission Tests Eye Tracking Exit Interviews

In Studio & Groups

Co-creative Sessions
Concept & Product Tests 
Play Sessions
Behaviour & Attitude
Screen Tests & Recording Face Reader

In Home – In Life

Ethography Semiotics Market Visits Consumer & Community Intercepts

Latest News

Constantly on the look out for emerging trends and innovations, we offer up our observations based on our consumer and shopper fluency.  Read on…

2020 Vision : 12 insights for Christmas

FOOD: ‘HANGRY’ KIDS On average there are 12 hours between a teenager’s first and last meal eaten at home.  One in five teenagers, aged 12-14, eat their dinner after 7pm,[…]

Read more

It’s never too late for back up

It’s not too late to boost your pitch to the trade with some real-time insights to increase confidence, distribution and forecasts ready for the next peak season.

Read more

Researchers criticise election interviews by media

The research community is “up in arms” about broadcast and social media platforms running fast and loose with the term “research”.

Read more

Our Happy Clients

FMCG, Toys, Food Service, Entertainment and Broadcasting

Impact in digital

We work closely with digital designers and their clients, to test nascent ideas, first-pass prototypes and their iterations, and continue to test and track behaviours and impact on the finished digital platforms, be they apps, video games, retail or educational websites, landing pages, brand impact within the taxonomy of another party’s e-tail site (e.g. Amazon).  Key to our apporoach is measuring ease, speed of navigation, rates of success in reaching the consumer goal, appeal of content, style and language

Impact in physical

So much packaging and brand design is created without reference to the environment it sits in, not just the category, but compettior adjacencies, position on fixture or the noise disruption which obscures the brand message.  Our job is to test ideas in as close-to-real context as possible, simulated or real.  That also includes simulating the decision making process, on auto pilot, at speed, with noise interference but also, crucially, with the trade offs that shoppers make, whether rational or emotional.

Fluent in Shopper

connect – engage – inspire

90% of our decisions are made with the sub-conscious.  It’s an auto-pilot process, saving cognitive effort to fulfil complex tasks.

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Fluent in Kids

connect – engage – inspire

Kids don’t see the world in the same way we do, with the benefit of experience, so it’s out job to see the world through theirs.

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CASE STUDY

Animated Response

Our client – a global entertainment company – sought a clearer understanding of the key elements which are most engaging for kids based on their cartoon series, to define the direction for its future series -DNA, plot, characters.

APPROACH

120 kids interivewed and observed in home, 350 parents interviewed via online survey, 300 kids were recorded online, expressions were analysed using Face Reader software

MARKETS

USA and UK, kids aged 2-5 years old, 870 kids saw at least one episode, either in person or online.

OUTCOMES

Recommendations implemented to optimise the dialogue, plot, humour, characterisation, themes and pace of the series.

ON REFLECTION

Face Reader is a brilliant tool to deliver accurate reading of emotional response, by the micro-second but is a complement not a replacement for in person research

CASE STUDY

Skin Care- Skin Clarity

The brand is trusted by professionals and consumers alike in skincare for its scientific integrity, healing qualities for problem skin and purety.  No longer the category leader, its placement in category and on shelf, and range selection has been heavily influenced by more vocal, powerful competitors.

APPROACH

In store accompanied shops with eye tracking, online shopper study, U&A, segmentation, co-creative workshops on brand and message

MARKETS

UK – national scale; partnered with 2 key retailers in Health and Beauty sector

OUTCOMES

Brand re-asserted itself as the go-to source of category leadership, investing in new packaging and POS design to improve its own impact to match improved share of, and placement in, retail space

ON REFLECTION

Eye Tracking was an excellent way to reveal and illustrate the brand’s invisibility at retail, whilst co-creative sessions highlighted the means to re-connect the brand to needs and wants of consumer

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