Objectives of Research:

U&A and segmentation studies are a great solution, building from scratch or refreshing your foundational knowledge. Keep it simple and focussed, built firstly on real conversations with consumers and shoppers in situ where purchase decisions will be made, before then scripting the study to establish scale and significance of the things you’ve just learned.

What difference can it make? The difference between knowing how to:

  • persuade a trade buyer in the right way to gain listings,
  • offering the promotions which make sense in the moment for the shopper,
  • using the right tone of voice and ordering the information correctly for consumers,
  • being visible and appealing at the right touchpoints along the path to purchase,
  • making your campaign go further, stronger, longer,
  • find the gap, the opportunity in white space.

What we do:

We conduct Shopper Behaviour, U&A, and Segmentation studies and sample participants from pre-natal women to parents of new-borns, kids and teens; hard to find niche audiences; food lovers; skincare discerners; style experimentalists; coffee connoisseurs.

If you describe it, we’ll research it!

Companies up and down the country, in any global market, should have an essential understanding of how family profiles impact on their target consumers’ purchase decisions and shopper behaviour, from managing the household budget, to sourcing for convenience, from desirable features in products bought for a first born child, to the compromises being made for subsequent children in a growing family, where the space available to store purchases is becoming scarcer and adults have to find a way to retain a sense of their own adult identity, rather than get lost inside their roles as parents.

Our perspective:

Ruth: It’s not safe to assume that global category leaders have that prerequisite knowledge. It takes a commitment to learn, to revisit pre-conceived ideas, to appreciate the impact of not knowing enough, so there’s an opportunity for category challengers to take the lead in consumer knowledge instead, and leverage that knowledge to gain better visibility at retail.

Here are just a few of the brands we’ve worked with in U&A and segmentation:

  • Fisher Price
  • Toys R Us
  • Ajinomoto*
  • Playmonster
  • Wella
  • Beiersdorf*
  • and many others

And the types of consumers we have learned from:

  • Prenatal and post natal mums
  • New fathers
  • Grandparents
  • Young families
  • Mature families
  • Empty nesters
  • Pensioners
  • Professionals of all ages
  • Teens and young adults
  • Students

*in association with Bridgethorne