Insight Gathering

It is the age of authenticity and we’re embracing it to the full.

We choose the most appropriate method or methods which we believe will provide us with the most authentic customer voice.

We are experts in actively listening to this voice, interpreting it and bringing it to life in our presentations and reporting.

We provide marketing insight through interpretation.

Whether it’s for a bank needing to understand its customers in more depth, or a supermarket wanting to understand a category in more detail, the principles remain the same.

And we never lose sight of just who is doing the gathering.

Barrie Hawker now has more than thirty years of experience in doing just that.

And that adds up to many a group discussion, many a depth interview, many a debrief and report.

 

“Men who buy chocolate as Christmas presents want to multi-purchase in less than five minutes.”

This insight led to a revised layout in store, making product choice simpler and speedier.

Telling it like it is in Retail.

“Interviewing ethnic minorities has to be done on their own territory and terms and preferably after food.”

This insight led to fieldwork being conducted in mosques as opposed to in homes and hotels.

Telling it like it is in Social Marketing.

“More and more people are living life in the red.”

This insight helped a major bank understand their customers in more depth.

Telling it like it is in Finance.

“Golf at the driving range can be highly competitive, as well as good fun.”

This project helped a company with a new idea for golf coaching obtain a major investment for its new ‘faster golf’ concept.

Telling it like it is in Sport.

“There are different types of sushi eater.”

This insight led to an extended range being developed specially adapted for each group.

Telling it like it is in Food.

“Blind testing food and drink products asks questions around the quality of many a famous brand.”

This ongoing work helped in the development of a major retailer’s advertising campaign which went on to be voted ad of the year by the British public.

Telling it like it is in Food.

“There’s more to cleaning a caravan than might initially meet the eye.”

This insight inspired a major car cleaning product manufacturer to create a product range specifically for caravanners.

Telling it like it is in Transport.

“Even well trained sales consultants can sometimes let down their guard down.”

This mystery shopping project continues to prove invaluable for a major house-builder.

Telling it like it is in Construction.

“Most mums would love an alternative to dragging their poorly children down to A&E.”

This insight helped in the development of a campaign to promote the wide range of health services available to mothers from the NHS.

Telling it like it is in Healthcare.

“Knitting’s not just for mums.”

This work helped a major publisher promote and target its new knitting magazine beyond the image of the stereotypical knitter.

Telling it like it is in Leisure & Tourism.