Our client, a family history provider, wanted to understand the potential of ‘amber markets’ – countries with lower awareness of their offering. Research was required to understand cultural attitudes and market nuances towards both DNA testing and family history in eight markets.

The research began with a cultural scoping phase followed by an online community, leading into group discussions. The key findings were shared with the client team through a sensory workshop, complemented by proposition development training. Propositions were collaboratively developed and subsequently tested qualitatively and quantitatively.

The final debrief included gamification of an evaluation framework developed for each market, to embed the findings within Insight, Communications and Marketing teams across the business.

This insight helped our client to prioritise launch plans within each market, and guide product development and marketing materials.

Horizon Cremation are conscious of the sensitivity needed when marketing and advertising funeral services and the damage that could be done should it be done wrong.  Research was required to ascertain what is considered to be appropriate in terms of the messages, channels and frequency of marketing. 

Magenta undertook individual depth interviews with Funeral Directors and Arrangers; and recently bereaved families who had organised a cremation from across the UK.

Detailed insight was provided, with clear guidance on how to, and how not to, talk about funeral services; when it is appropriate and not appropriate. 

Insight led to a senior stakeholder workshop to support Horizon in developing their marketing strategy. 

KFC wanted to understand perceptions of its employer brand and ways to improve them in the context of an industry-wide recruitment crisis.

We conducted desk research, an online survey and consumer focus groups to determine the public’s perceptions of KFC as an employer, followed by employee interviews to test how these compared with the reality of working at KFC. We also collaborated with semiotic practitioners to deep dive into the language, imagery and narratives around working in the category.

Our integrated report provided strategic recommendations on how KFC could improve its employer brand among both the general public and its employees and our vox pop video displayed consumer perspectives of working in the industry.