• Dog DNA test kit packaging with a picture of a happy brown and white dog on a green background. Text reads 'Know Your Pet DNA by Ancestry' with labels 'Matches,' 'Traits,' and 'Breeds'."

    Ensuring packaging connects with consumer needs

    Ancestry, the market leader in human DNA tests, their dog DNA kit needed packaging that truly connected with pet owners. The story wasn't just about instructions—it was about the emotional journey from curiosity to discovery.

    We orchestrated face-to-face focus groups where participants could touch, examine, and experience the packaging first hand. Through carefully crafted pre and post-tasks, we uncovered the gap between customer expectations and reality, revealing untold insights about the unboxing experience and result interpretation.

    The research didn't just gather feedback, it revealed the emotional connection and narrative pet owners wanted to be part of. Our actionable recommendations enabled Ancestry to transform both packaging and instructions, ensuring every customer's DNA discovery story began on the right note.

    ‘Magenta are always a guarantee of a successful project and we really enjoy working with them on a wide range of projects. They have consistently shown that they can understand our needs and deliver against our objectives. Their responsiveness and quality under time pressures are attributes that we always benefit from!’

    Senior Insight Manager, Ancestry

  • Pink marble-patterned deodorant container by Wild, surrounded by lemons and refill containers, on a blue background.

    Product development: Staying ahead when everyone's following your lead

    Wild, the UK's leading sustainable deodorant brand, discovered that success brings imitators. Rather than rest on their laurels, they chose to listen to the stories their customers were really telling.

    We recruited participants for a month-long journey, following them from ordering to unboxing, daily usage, and refilling. Through digital ethnography, we captured authentic experiences as they unfolded naturally in customers' lives.

    The real magic happened when participants gathered for small group discussions, transforming individual experiences into collective insights. Their stories revealed not just what was working, but what could elevate Wild's position as the undisputed number one.

    By understanding the complete customer narrative, every touchpoint, every moment of delight or friction, Wild gained the insight needed to innovate ahead of the competition and maintain their market leadership.

  • Perrigo Broncho cough syrup packaging for children and adults.

    Package development: Decoding complex consumer decision making

    Bronchostop faced a regulatory puzzle: how do consumers navigate product ranges, and what role do umbrella brands play in healthcare decisions? The answer lay in understanding the stories consumers tell themselves when choosing treatments.

    We conducted comprehensive surveys with current and future UK consumers, mapping their decision-making narratives and uncovering how they differentiate between products in complex healthcare ranges.

    Our research revealed clear evidence of consumer understanding patterns, providing Perrigo with compelling insights that went far beyond basic market research. The findings became part of their regulatory application story, demonstrating to industry regulators that consumers could navigate their product range effectively.

    This wasn't just research; it was evidence-based storytelling that supported strategic business decisions.