Squeeze
Time and resources are short for many clients nowadays, but the expectation of maximising the most value out of research hasn't really changed. Existing information is more often than not a rich source of insight but big research studies can sometimes take up more space on shelves than in people's minds. The criticism of their being data/information-heavy and insight-light is often well founded. Given that most businesses have access to very similar information, competitive advantage will increasingly be derived from how clever a company is at making the most of it and then sewing it all together. We call this 'Squeeze'.
Stop adding: Start multiplying
Large scale U&As, brand equity and segmentation studies are often the starting points for identifying areas of new insight, but new connections are also made across existing qualitative research too. Getting to this can be tricky but it usually demands more-limited investment.
Real Life
We worked with a major international lubricants business to bring together two separate multi-country studies into a new framework, which then played a key role in the re-interpretation of their future masterbrand strategy.
We helped a major brewer make sense of a multi-country segmentation, through the application of fresh thinking. This allowed re-interpretation of the market map, and development of
opportunity-charters that moved data into actionable insight.