The BBC wanted to capture the genuine behaviour of people while driving and understand the different listener audio need states of those in the car.

Using a combination of desk research, digital ethnography and in-car dash cameras, we were able to see and hear in the moment reactions.  Analysis of this data enabled us to identify different need states and the characteristics which define them.

Analysis of the combination of digital ethnography (telling us how they were feeling) and the film footage (showing us what they were doing) has enabled us to capture a wealth of insight to explore, including a potential innovation opportunity for our client.

In recent years, Times Media has attracted a new, younger audience to the brand. Research was required to understand how the brand fits into the lives of its new audience; how, where and how long they’re engaging with The Times; and the needs states that drive engagement.

A combination of digital ethnography and individual interviews allowed us to capture in-the-moment news and media engagement, as well as reflection on brand engagement.

Our research was launched at an invitation only with senior attendees from all media agencies.

Our client had the opportunity to pilot an AI-driven marketing campaign. They needed to know the guardrails and watch-outs when launching an AI campaign.

We had a 3 day online community with make-up lovers, where we explored their relationship with make-up, their views on AI more generally in the beauty space. We then conducted 3 sprint focus groups to generate ideas for a suitable AI product.

We were able to provide our client with clear guidance on what type of AI campaign would be welcomed by their consumers, and what would definitely put them off the brand.

The British Board of Film Classification wanted to understand audience’s perceptions of strong language across different demographic groups to determine guidance for age ratings in films and TV.

Through online homework tasks, a series of online focus groups including women-only and Black British sessions and a quantitative survey to validate findings, we gathered comprehensive insight into attitudes to strong, very strong and racist language in film and TV today.

Using integrated qual-quant analysis, we developed tangible recommendations for our client to update current guidance based on contextual nuance and cultural understanding.

A summary of the final report is available to read on their website.

Glu Mobile wanted to develop an up-to-date player segmentation based on motivations for its Covet Fashion title to better understand its player base.

Through online focus groups with players from across the United States and Germany and an in-game quantitative survey, we crafted five player segments that reflected the different motivations exhibited by Covet Fashion players. Each segment was complimented by adding actual behavioural data, alongside recommendations on how to increase engagement.

To ensure actionability and easy dissemination, we designed a typing tool for both qual and quant recruitment and bought each segment to life in a fully designed, easy to read, booklet

Our client wanted to understand what makes a product premium, with a specific focus on technology. 

With a need to identify specific cues on what makes an item look, feel and function as a premium product, over and above the competition, we conducted some accompanied shops with consumers alongside in home ethnographic visits. 

We identified examples from across categories establishing what made them premium and delivered key insights to support Google in the development of their latest device.