The Return of Two Beers from the Past
How to bring them successfully to the present…
There are things from our past that have disappeared leaving an enduring mark. Among them, two brands of beer from two different cities. Both were just as much leaders as they were emblematic. The challenge was clear: did it make sense to bring them back? What potential did each of them hold? What should their value proposition be in today’s market? What is each one’s storytelling?
We defined the keys for the development of the entire launch strategy (concept, positioning and packaging) and communication at the local and national levels.
We embellished the learnings from both studies with video-reporting, thus communicating the insights in a more human and emotional way.
A methodological program achieved with a mix of techniques and actions:
Desk Research & Life stories + Online communities + Focus Groups & Customer Safaris + Participant Observation + Client Workshop.
Food & Home after Covid
The fact that Covid has changed our lives is a given.
What is less so is the magnitude and scope of its impact on very specific areas of our experience. The challenge we faced was to understand the transformation of our home. And specifically, how our routines and eating habits have changed. A multi-category study for a leading brand in the food market, to explore the scope of these changes and the new business opportunities that have opened up.
Contributing to the development of a multi-category post-Covid strategy in a highly volatile scenario.
Prioritization of actions and measures to be taken in the short and medium term. Obtaining focal points of communication to achieve greater proximity with the target. Netnography facilitated the creation of a video-reporting, which allowed the client to live in the homes of its customers for a few minutes.
We proposed a multiple methodological approach:
Online Communities + Netnography +
In-depth Interviews + Analysis Sessions with Experts.
Banking Consumer Digitalization
We are in a context dominated by digitalization…
This has become one of the maxims of today’s corporations. Banking has been no exception to this trend. But not all its customers are moving at the same speed or have the same propensity. Addressing these particular cases and offering solutions adapted to each financial target was our challenge for one of the largest Spanish banks.
Defining a strategy to overcome resistance and generate digital usage habits:
Communication, messages, channels, utilities, management and contracting journeys, support and help elements.
+ Focus Groups + Co-creation
Sustainability has become one of the most prominent issues in global society.
Its importance is accompanied by its own immaturity as a subject and an uneven level of awareness of it. The challenge was to understand how consumers interpret and make sense of sustainability. How do they define and understand it? What does it translate into in various consumer product categories? What makes sustainability credible?
Aligning the sustainability discourse between a food brand and society.
Specifying the language and the way in which sustainability should be addressed and dealt with through specific messages in order to make it more approachable, credible and mobilizing.
Interviews with Social Leaders and Experts
+ Long-term Video-Workshops + Video-groups.
New Visual Identity
We live in a liquid society; identities are no longer monolithic...
This fluidity is most evident in the rapid aging of a brand’s visual identity. But there is always a tension: how to maintain the identity and tradition that make you recognizable while modernizing and updating. This was the main challenge we faced in the visual re-definition of one of the most emblematic and authentic beer brands on the market.
Recognizing and understanding the guidelines for successfully updating the visual identity of the beer brand.
Determining which elements are subject to being updated or transformed. To help, in short, to redefine the key elements of action in the creative debrief intended for the design agency.
Long-term Diagnostic and Exploratory Groups
+ Internal Workshops.
Home Security and Protection
The world of home security is a well-established market dominated by very few players…
Its growth and dynamics, associated with other home services, makes it a very interesting market for the emergence of a new competitor. On paper it seems easy but, becoming a home security alternative is a whole different story. The challenge for the new home security brand was clear: how can it become visible and noticeable in such a crowded market?
What product offering is needed to attract new customers? How should it define itself against them? How can it assert its credentials in this category?
The approach we developed allowed us to define the positioning and set the boundaries of the new company's territory.
We formulated a value proposition to ensure the launch and “sustainability” of the new player in such a well-defined market.
A mix of tools:
Digital Communities + Social Listening + Video-Groups.
Improving Financial UX
Banking and financial sector are going through a moment of enormous transformation that’s changing the relationship and interaction with its customers.
Digitalization is not an added value, but rather an adaptive necessity. Digital processes for the contracting of products and services must be rigorous and secure and, at the same time, intuitive and
customer-centric, something that forms
part of the very fabric of one of the banks that’s leading digital banking in Spain.
Through a flexible approach, offering the bank …
Insights related to the experiences, needs and expectations of its customers in these digital processes, in different phases and versions. Understanding the various journeys of the banking customer; designing and optimizing both the flow of financial operations processes and their content (architecture, wording, etc.).
Design thinking +
UX testing (mobile/web) + Co-creation Workshops + Video sessions.
Plug-in Electric Vehicles
There are more and more alternatives when it comes to purchasing a vehicle…
In addition to the traditional diesel/gasoline options, there are now electric engines: hybrids, plug-in hybrids and 100% electric vehicles. In this complex context, a high-end car brand was preparing to launch its range of plug-in hybrids. The question on the table was none other than the perception and meaning that the market attributed to these new powertrains.
The research findings enabled us to define the outline of the launch strategy for the new range of vehicles.
We determined its competitive space, value proposition and positioning. A story with which to define the future lines of communication for plug-in hybrids.
A combination of two of the great classics of market research:
In-depth Interviews + Group dynamics.
Getting to Know Gen Z
Yes, the new generations are the future.
Each generation has its own narrative, its own values and its own way of being. Connecting with Gen Z goes beyond the intention and willingness to be young; it involves really connecting with the way they see the world. For a leading ice cream brand, staying relevant to the Gen Z target is crucial. What codes do Centennials express themselves under? What defines them? What are their values?
We obtained a natural and de-stereotyped portrait of Gen Z.
We got to know their experiences, drives and passions. Thanks to this, we established and defined territories and communication scenarios that were both relevant for the target and appropriate for the brand. The specific video-reporting developed for the study was key to “experiencing” them in even greater depth.
It was based on the combination of the following tools:
Online Communities + Netnography + Group Dynamics with natural groups of friends .
Developing Fictional Television Programming
We watch TV series beyond our limits…
Fiction has become the preeminent viewing format. And today the viewer is faced with an almost infinite choice. In this ecosystem it’s crucial for a national television network, which also produces fictional series, to understand what the keys are to new fiction. What is it that really makes a series engaging? To what extent is the genre relevant? What is the psychological depth expected of the main characters?
What is quality and how can we achieve realistic plots?
The research helped us to understand the impact that various modes of viewing have on the sample…
Linear and non-linear, as well as identifying elements that contribute most to watching a series and building loyalty to it. Thanks to video-reporting, the voice and insights of the viewers “illuminated” our presentation and our outputs.
Multi-phased study on levels:
- Series Fans: Online Community
- Series Viewers: Online Community + Group Dynamics.
- Client: In-depth interviews with producers and screenwriters +
The Fan Experience
Who can be bitter about a fan?
All brands love to have fans. When you have them, they’re the best ambassadors of your brand. There are all kinds of fans, but movie fans are special among them. The leading movie channel was going through a process of redesigning its identity and positioning. Doing so without counting on their fans wouldn’t have been possible.
The qualitative approach allowed us to understand -in all its depth- the nature of the link between the channel and its fans.
From there, we were able to collate and design the elements and territories that the channel’s new identity should be based on and develop.
We designed an approach with several levels of interaction:
- Movie Fans: Online Community +
- Client: In-depth Interviews
+ Co-creative Workshops.
A New Product in the Veggie World
Food is part of our identity.
For this reason, a growing number of people are giving up or reducing their consumption of meat. A once “niche” market, such as the vegetarian market, is now gaining volume and relevance. In this context, the challenge we faced was to understand vegetarians’ perception of a meat substitute product (vegetable protein) marketed by one of the global
In this case, we helped the client in two ways:
We understood the acceptance, viability and potential of the new product within the vegetarian community and we designed an approach and communication strategy specifically for this target (how to speak to them in a credible and relevant way).
We proposed an approach in which we combined three types of tools:
Online Communities + Group Dynamics + Participant Observation .