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Spotify Kids App UX Test

Challenge: To grow subscriptions value, adding trade up revenue from current family subscribers and attracting new users to the Spotify App, resolving several user issues related specifically to kids so that they can enjoy the App safely and with greater autonomy.

Approach: 2 phases of UX testing with kids aged 4-7 – remote unmoderated and moderated tests using LookBack – with recommendations at each stage for iterative development of the App, some elements required in time for launch and others “fast follow” optimisations. 

Impact: New Kids App successfully launched to industry aclaim based on its kid friendly user experience, as optmised by our research. Spotify’s stock value has grown by 13% in December 2020, it had added an extra 8,000 songs by March and rolled out across multiple markets.

When the time comes to the next stage of App development, it will make a huge difference to the team to have had Consumer Fluent’s insights, knowing that they’re coming straight from user experience and a kids research expert (Ruth). It’s great to be able to learn directly from kids, which is something we’ve never managed to do before.
Senior User Researcher, SPOTIFY.

English Provender Re-Branding

Challenge: An untested redesign of the brand in 2014 led to a drop in retail sales which could not be attributed to loss of distribution. EPC wanted to validate 3 new design options with consumers and shoppers, and to benchmark them against the exisitng brand look.

Approach: 800 participants – online concept screener & segmentation.  Results revealed 2 designs in joint first place and based on our extensive experience in shopper activation, we could see that only one of these designs would grab shopper attention off the retail shelf. EPC followed our design recommendations and used our segmentation as part of the range sell-in for retailers.

Impact: +4% growth in revenue within the first few months of distribution followed by +16% growth in profit as the company recovered the costs of the redesign and shifted its range architecture towards a more cohesive effectively designed, profitable range.

In association with Bridgethorne.

Following extensive research into consumer desires, we have created a new design which we feel will go a long way to delivering a strong point of difference. This rebrand has been strategically timed to support the key winter sales period, giving consumers a reason to trade up, delivering value growth within the category.
Brand Manager, EPC

Toonix UX Optimisation Nordics

Challenge: Turner EMEA (Warner Media) sought to launch a new OTT entertainment platform for kids in the Nordics, to host free of charge content, and enable to kids to curate the favourite programmes from the Turner main catalogue and through its regional content partnerships.

Approach: 2 phases of user testing conducted in home, in studio and remote user testing with kids aged 3 to 12 years old in UK and Denmark. Phase 1 benchmarked the competitive landscape, what works, what doesn’t and tested a basic Beta prototype on which to add essential features. Phase 2 testing the next stage prototype, navigation, ease of use to curate content, discover new characters and levels of engagement.

Impact: Toonix ensures that Turner are keeping up with the trends of kids consumers, continuing to engage them in the way and format that kids prefer with a highly effective rotation of fresh new and classic cartoons.

The insights which came back have been incredibly valuable to us. Had we not chosen Consumer Fluent, and had the benefit of Ruth’s expertise, I am not sure that we would have realised or known the impact of kids developmental stages on digital design for Toonix. I sought her out to work together at Spotify.

Ricky Zoom Creative Development

Challenge: Entertainment One saw that it was losing viewers over the course of the first series of Ricky Zoom. To attract a strong roster of broadcasters and licensees, it needed to identify and redress the weaknesses in an otherwise strong entertainment concept.

Approach: 3 phases of research were conducted in the UK and USA. Phase 1 entailed sensitive observation and interviewing of children, some as young as 3 years old, in their home environment. This was followed by phase 2, in studio focus groups. Consumer Fluent’s researchers are specifically trained in observation techniques for young children and travelled across the UK and to New York to conduct the sessions. Phase 3 was a uniquely innovative quantitative study using Face Reader technology to add statistical weight to the findings in both markets.

Impact: Our recommendations encompassed multiple creative elements of the series from vocabulary to narrative; sound effects, geography, graphics; the pace, sequence and delivery of plot; to the order of episodes and their impact on comprehension. We produced a brand guide for production, marketing and consumer products and re-calibrated the proposition.

The changes led to stronger viewing figures – 1.5m on Nick Junior UK in AW 2019 alone – and audience retention which in turn strengthened the roster of international broadcasters, compelling Milkshake in the UK to get on board and Tomy to become the lead toy licensee. It built confidence around a reviatlised PR and digital marketing campaign.

We’re using the insights which you gave us every single day. All the development of Ricky Zoom is based on those findings and the brand guide you created is used right across the business.

Eucerin – Wins Category Leadership

Challenge:  Competitors were leading the category on several fronts, not least acting as category champions in leading UK retailers.  A new category approach adopted by retailers had meant that Eucerin was losing traction with the consumer, losing visibility on shelf and relevance in its adjacencies.   Beiersdorf wanted to understand consumer perceptions, affinity, touchpoints and influences, and the impact of in store activity.

Approach: 3 phases of research were conducted.  We conducted accompanied shops with Tobii Eye Tracking to understand the impact at retail of Eucerin alongside the competitor set, the use of navigational cues, placement, impact of signage, packaging design and colour.  We interviewed in store demonstration staff and intercept interviewed recipients of their advice.  Phase 2 entailed co-creative sessions in which we explored consumer-originated propositions for the brand, the use of imagery and media.  Finally we then ran a quantitative segmentation study which both identified the core consumer segment and proximal groups in relation to the brand’s current proposition whilst testing alternative creative routes, pack designs, signage and range hierarchies.

Impact: Eucerin has been a key growth driver in Beiersdorf since recommendations delivered by the research have been implemented.  It has grown at twice the rate of Nivea, +7.5% in 2019, and reflects Beiersdorf’s strategy to move away from mass market, commoditised skincare and leverage its specialist skincare expertise.  The project revealed pathways and boosted confidence in creating new digital campaign, increasing investment and launching innvovations.  Retailers have responded by treating Eucerin as the stronger voice in category, influencing Sainsburys to expand their specialist skincare category and Superdrug to create a new Skincare consultation counter.

In association with Bridgethorne.  Co-Creatives in conjunction with partner agency.

I don’t think I’d expected to receive such a thorough assessment of the brand and output.  It’s not what I am used to with agencies.  Seeing the challenges from our point of view, our customers’ buying teams, even manufacturing and Head Office! Head of UK Brand, EUCERIN

The Secret of Success

Challenge: Cava has dramatically lost share to Prosecco, with poorer consumer perceptions of quality attributable in part to its historic positiong as the “poor man’s champagne”.  Freixenet wanted to test its innovation pipeline to understand how it could revitalise Cava in the UK, whilst expanding on its premium Prosecco range.  It also wanted to explore the market opportunity for low calorie and low alcohol wines (still and sparkling).

Approach: The apporach was simple – a series of accompanied shop interviews and shopper observations.  We explored the thought processes and system 1 (instinctive) behaviours of our target consumers, how they appraised the fixture, what they reached for on auto pilot and why, their perceptions of the categories Freixenet is active in and planning to enter. 

Impact: We recommended 4 strategies. 1) 0% alcohol for wine lovers needs to match their taste expectations, not be substituted with overly sweet fruit flavoured concoctions. 2) Research reaffirmed the strength of appeal of “i heart wines”, and a vehicle for other product expansions. 3) Research reaffirmed the iconic status of the diamond bottle and the stronger role it should play in product line extensions, (rose), and its precedence in gaining distribution at retail over other skus. 4) We identified ways to expand Cava’s appeal in a unique way beyond Prosecco.
In 2018 Freixenet rolled out a new 0% alcohol range in Tesco which uses a special method to control the level of sweetness whilst getting the best flavour out of well known and liked grapes.   It added Ice Cuvee to the Cava line and expanded the diamond bottle line (rose).  Sales value in Western Europe grew +30% in 2019 and Freixenet has found a better balance between Cava and Prosecco in its portfolio to maximise volume and value sales with profit.

In association with Bridgethorne.

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