TV commercial – gorilla felled by a dress Objective to analyse the advertising effect of a TV commercial and provide recommendations for the creative process. Why A commercial being run by a mail-order fashion retailer had come under fire in consumer surveys for its clichéd image of women. A thorough check of the commercial was […]
Depth psychology: we welcome contradictions Objective We want to drill down to the simple truths deep within people’s psyche, as these help us to explain consumer’s outward behaviour. Why Our behaviour is the result of an inner dialogue between our instinctive core, ‘Me’ and our outer, socialised shell ‘I’. The two entities ‘Me’ and ‘I’ […]
Fish – the alien on our plate Objective to come up with new stories for the positioning and product development of fish dishes. Why A supplier of food products wanted to gain a better understanding of how consumers approach and perceive fish as an everyday food, with a view to boosting the attractiveness of its […]
It’s a kids‘ world Objective to generate insights into the best way for children’s and family brands to address their target group on TV. How We use a variety of methods to identify the daily conflicts lurking behind the façades of a supposedly intact family world. The ‘FBI’ method involves parallel interviewing of mother and […]
Psyche over tongue: indications of quality in coffee Objective to identify factors that driver the perception of quality in coffee How Over 20 possible ‘quality triggers’ were generated in a multi-stage process involving in-depths and focus groups with end customers and trendsetters (online food bloggers): from the origin of the bean, to roasting and packaging, […]
Men and women in traffic Objective to explore gender differences when it comes to sharing means of transport Why A provider of ‘shared transport services’ asked september to find out whether the genders differed in their acceptance and usage of the company’s international sharing offerings. How In single-sex focus groups and in-depths across various countries, […]
Vanity fair Objective to create a knowledge base from which to develop a new in-house service for a national fitness chain. Why At first, the idea of establishing a brand new area for the fitness trainers to develop their skills seemed to slot smoothly into the concept of a premium fitness chain. However, it turned […]
Bringing together what belongs together Objective to generate insights into how to fuse two staff recruitment brands under the umbrella of the market leader. Why Integrating newly acquired companies into the master brand is a tricky business, especially since it involves the merging of learned corporate cultures. This assignment called for a sensitive and discreet […]
The tariff of the future Objective to design innovative communication tariffs Why Our communications client required insights to design alternative communication tariffs for the future. Tariff-based research is challenging enough, but tariffs for the future call for a special approach. How The multi-stage, funnel-shaped process leads us from co-creation workshops (‘n-tables’) with extremely progressive ‘objective’ […]