Ethnography

Our client wanted to know everything there was to know about a key customer segment so that they could identify future sales opportunities and effectively communicate important messages.

We carried out a large scale ethnographic study, immersing ourselves in the everyday lives of these customers, from their time at home and work to how they spend their leisure time.

On the back of this we developed five sub-segments, recommending a strategy for each in terms of both communication and product opportunities.

The whole research project was brought to life by the extensive use of video and summary ‘leave pieces’ for each segment.

Kids

An international entertainment brand approached Gusto to undertake regular strategy reviews in order to keep track of trends and develop future workstreams.

We have now conducted several comprehensive annual programmes amongst the core target audience. This work is complemented by regular research and content development to maximise brand engagement.

Modelling

A major blue chip client needed guidance on how to package and price its core product range across the entire customer base.

We conducted a large online survey with customers, trading off an extensive number of propositions against each other.

Gusto developed a model on the back of the research which enabled our client to discover the commercial impact of every possible product variation amongst all of their customer groups.

The model is now a key tool for product development and pricing changes.

Product Development

A major financial player wanted to turn the savings market on its head by launching an innovative new product.

The stakes were high given the potential impact on the financial outcome if they got the numbers wrong.

Gusto worked with the client to undertake a large scale quantitative programme targeting very specific customer groups to provide details of market opportunity and pricing, fully supported by extensive qualitative insight.

Innovation

A high end automotive brand wanted to understand the potential market for offering greatly personalised options for new vehicles.

We spoke to general customers, targeted customers and franchise dealers across five markets, using both qualitative and innovative online quantitative research that visually demonstrated the proposals.

Research outputs enable the client to develop personalised options, bespoke to each market, rather than providing a generic proposition.

Communication & Messaging

We were tasked by a leading public sector funding organisation to develop a communication strategy that ensures key messages are relayed effectively to promote particular patterns of behaviour and minimise unnecessary contact centre traffic.

We researched a diverse range of communications across multiple channels, including online digital media, viral media, hard copy literature and direct mail.

Our research gave recommendations based around customer journeys via each channel, heavily supported by video case studies capturing customer interactions.

Product Testing

A leading European FMCG brand wanted to launch a new product into several different markets.

Gusto undertook a large scale online study to establish potential market volumes, enabling the product construct to be refined.

Importantly, we also managed a two-week product trial and post-trial telephone interviews to complete the process.

Our research recommended the go ahead of the product and predicted likely volumes required. We also provided well-founded direction in terms of price points, sales channels and messaging.