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.
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.
Your challenge is our purpose
Fluency begins with listening… so let’s start with listening to your business.
Our researchers have extensive experience in real-world, commercial application of insight, seeking the methods which go above and beyond your current understanding of consumers, shoppers and kids, to unlock new paths of growth and viable, actionable solutions to the challenges you face.
Research is just the means to that end, not the end in itself.
100% of our projects involve family brands, which means understanding the interplay between kids – upstream consumers – and their parents – the downstream shoppers, how they co-form brand affinity and recall
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.
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.
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.Learn more
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
USA and UK, kids aged 2-5 years old, 870 kids saw at least one episode, either in person or online.
Recommendations implemented to optimise the dialogue, plot, humour, characterisation, themes and pace of the series.
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
In store accompanied shops with eye tracking, online shopper study, U&A, segmentation, co-creative workshops on brand and message
UK – national scale; partnered with 2 key retailers in Health and Beauty sector
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
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
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.
Our Happy Clients
FMCG, Toys, Food Service, Entertainment and Broadcasting