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Use Cases
Fast Paced Marcom Propositions
Helping a large international brewer to gain insights from their consumers in a fast and effective way.
The Challenge
Heineken is the global market leaders in the beer category. To maintain its leading position, there is a full focus on various marketing activities. Thinking of celebrating its 150th anniversary, introducing a new flavor (Heineken Silver), or improving packaging. To stay ahead in this fast paced market, it's essential to continuously gather insights in a quick and accessible manners
The Approach
We guide Heineken through various decisions made in the marketing process in a super-fast and straightforward manner. The inquiries range from the preference for new flavors, packaging design preferences, the most appealing copy and visuals for campaigns, refining TV commercial concepts, preference for giveaways, the most appealing brand benefits, as well as the impact on brand perceptions from changing the recipe of subsidiary brands. All consumer studies are quantitative and designed to be carried out from start to finish within a 48-hour timeframe. This process helps ensure Heineken's continuous hold on its market-leading position.
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Several N=750 ~ N=1.000 quantitative studies
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Bierpanel (Beer panel) – a Dutch community with 2.000 participants that answers beer related question via Messenger.
The Results
With the fast-paced access to consumer insights, Heineken is able to make rapid decisions to keep pole position and generate insights for new product development / building new product categories, improve product offerings and optimising marketing campaigns that lead to the opted brand perception - increasing sales and profits. ​
Smart E-bike service proposition design
The Challenge
Gazelle, #1 Dutch bike brand, renowned for its bicycles and e-bikes, has now expanded its offerings to include connected and smart e-bikes. In order to effectively introduce this new technology to the market, it's crucial to discern the most relevant product proposition for each specific target group.
The Approach
In the first phase, we undertook an in-depth qualitative analysis to comprehend the user experiences associated with (connected) e-bikes. This phase was crucial in understanding the consumers' interactions with e-bike services and their specific requirements related to smart services.
For the second phase, we executed the Benefit Value Test, a choice-based preference test involving 300 e-bike users. The purpose of this test was to investigate the relevance, preference, and impact of over 60 distinct services.
In the final phase, we used the insights gathered from the first two stages to craft two potential propositions for two key target groups. These propositions were then subjected to a proposition test to determine potentials and pricing, thereby validating the effectiveness and market viability of the proposed services.
3 step approach in The Netherlands users and potentials of Connected E-bikes with two key mentality profiles
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Qualitative deep-dive – n=24
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Benefit Value Test – n=300
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Concept Test – n=300
The Results
This comprehensive three-step research approach ensured a deep understanding of consumer needs and preferences, leading to more successful product development and market positioning. Based on the outcomes of the research, Gazelle could design a new data-driven service proposition for the Connect E-bikes and could renew its pricing model for e-bike related services
Communication of innovative products for an international audio company
The Challenge
In developing the EMEA ATL campaign for JBL True Wireless audio devices, the JBL/Harman marketing team wanted to know how to reach their potential buyers. They requested a consumer research in the UK, Germany, France to uncover consumer needs and validate various product benefits to understand which (combination of) USPs are best preferred.
The Approach
We conducted a detailed qualitative and quantitative Usage and Attitude study to help the JBL team understand their customers better. Additionally, we gathered insights by means of our Benefit Value Test. To understand what product features and benefits the target groups liked most about the products. Customers gave an in-depth evaluation per benefit and USP based on KPI’s such as whether it would make them buy the product, how unique they are, and if they are credible. The results were captured in a visual report with graphs, insights, conclusions and recommendations and presented to the JBL team.
UK, FR and GER:
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Qualitative Usage & attitude – n=36 in-home user video’s
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Quantitative Usage & attitude - n=2.225
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Conjoint study – n=1.450
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Benefit Value Test – n=1.200
The Results
This project helped the team to understand what customers liked and didn't like about their products, making it clear what customers needed and what was stopping them from using the products. It gave direction what product features and benefits would help increase sales and customer interest. Differences based on demographic characteristics provided further insight about who liked what and make different version of the campaign. We also explained which combination of USPs would reach and satisfy the highest number consumers.
JBL has improved its communication on True Wireless in line with our findings and recommendations resulting in improved messaging in campaigns, own website and USP’s in e-commerce. Additionally, the insights guided the product development process, leading to the creation of new TWS products with enhanced, most relevant features.