Online Community (MROC)
A manufacturer of baby products was looking to develop its offering, and required input from Mums of young babies into a range of product concepts and proposed designs, as well as current needs.
We developed an online community of Mums nationwide, to answer a range of questions, respond to research stimulus and post photos to illustrate their answers.
This was an ideal research approach for this target, and we found the answers were incredibly rich and detailed. The research led to a clear direction for our client’s product development, as well as uncovering an unexpected latent need which feeds into their NPD.
An established chocolate brand was seeking to reposition its offering and gain market share. Our client needed to get to know the UK consumer and the competitive market to inform product and packaging development. An extensive study involving semiotics, workshops, group discussions, and depth interviews, plus lots of video footage of consumers, put the market under the microscope and delivered understanding that now sits at the heart of our client’s decision-making.
Service & Loyalty
This was an award-winning research programme commissioned by Center Parcs to explore the role and positioning of service in building guest loyalty, and the impact service has on the overall brand. Through group discussions and paired depths among a range of different guest types, plus stakeholder workshops and group discussions with staff, we not only uncovered what was important but also understood the practicalities and obstacles impacting service, allowing Center Parcs to develop an informed Service Excellence Programme for their employees.
A haircare brand that had been market leader in the 80s, but since disappeared from our shelves, was planning a relaunch. We explored brand heritage, current market dynamics and trends, and worked with our client to inform the strategy around the updating and reintroduction of this product range. Diaries were used to understand the intricacies of haircare routines, ethnographic interviews put these into context, and group discussions explored the products and packaging.
A leading international broadcaster was evaluating performance of its new channel airing in Norway and Poland. Detailed audience understanding was required to inform communications surrounding the channel, and also influence programming choices and schedules. Group discussions were run to assess brand awareness and equity, gauge understanding around the proposed offering, and explore idents, posters, and schedules. Green Light worked with stakeholders across programming/acquisition, creative/media planning, distribution/strategy, and marketing to understand all perspectives in order to deliver the most relevant and useful market insight.
An international charity wished to explore awareness and understanding surrounding their activity, plus motivations and barriers to donating and fundraising, in order to inform the development of a case for support. The research spanned four distinctly different markets, to allow for one cross-country solution. We explored concepts and the wider context through group discussions, providing clear direction to our client as to the structure and content of the most compelling and effective messages.
An established high street retailer wanted to understand the impact of editorial content on their website on customers’ engagement and frequency of visits to the site. In-home accompanied surfs of our client’s website and key competitors, followed by online bulletin boards spanning a number of weeks, allowed our client to influence the editorial content and gauge customer reactions on an on-going basis.