Case studies
Client case studies
Market Research Audit
Our Challenge:
For a well-known food brand without its own market research department, the previous market research activities are to be put to the test.
The goal: to develop a concept for the establishment of a professional and decision-oriented management of all market research tasks in the company.
The result:
Based on the findings from the analysis stage, a new process framework and a toolbox with valid methods relevant for decisions are developed in a workshop with the customer. The new tools are activated and implemented in the course of concrete projects in a practical way in the team.
Our approach:
- Systematic review of the projects carried out in the last 12 months in terms of method, investment and target group – across all product categories.
- Analysis and evaluation of the previous approach with regard to strengths and weaknesses from the point of view of a neutral third party.
- Determination of the framework conditions for future Mafo processes in close coordination with the client, including responsibilities, budgets, etc.
- Development of valid and decision-relevant methods, standards and decision-making processes (best practice)
- Establishment of the new tools and processes in marketing
External department
Our Challenge:
A medium-sized brand owner was faced with the problem that its overworked marketing department had to handle the market research “on top” of everything else. Hiring a market researcher isn’t worthwhile because of the limited budget. How can market research still be managed professionally, even if studies and projects are only scheduled sporadically?
The result:
Thanks to our expertise, we ensure that professional in-house market research is available at the client’s premises within the set cost framework. And always when it is needed and without incurring fixed costs.
Our approach:
Close collaboration – just like with an in-house market researcher. Acting as internal support, we work on the client’s research questions on a project basis. We cooperate closely with the marketing team and are the “internal” contact for all market research work. While we accompany most project steps remotely (incl. the selection of suitable methods and agencies), we are on site for important briefings, presentations and workshops.
Best Practice Training
Our Challenge:
A client with multiple brands in numerous product categories is constantly adding new employees to the international marketing team. They are to be familiarised with the standards in the company and the processes in the field of market research.
The result:
Marketing and sales are familiar with the key methods and tools. This is demonstrated by the fact that briefings for market research projects become much more targeted and the project flow as a whole works more efficiently and smoothly. And by the fact that the results are also better utilised. Overall, this ensures optimal planning and use of the market research budget.
Our approach:
Individually tailored best practice training. With a practice-oriented training, we impart important knowledge on market research in order to make it easier for marketing and sales to deal with market research (from the briefing to the activation of the results). We provide an overview of methods and tools. The training is based on best practice experience and proven techniques, but is individually tailored to the client comapny, its markets and categories. In exercises, we work on concrete examples from the company.
Activation Workshops
Our Challenge:
The presentation of the study results is often the last step of the market research project. Especially in the case of complex studies, however, even concrete recommendations are not sufficient to lead to optimal use of the results and concrete implementation. Under the pressure of day-to-day business, there is often a risk that market research results will end up in the filing cabinet as "nice-to-know".
The result:
Jointly developed next steps instead of mere recommendations: Everyone in the team knows how to apply the results in their area and translate them into concrete actions.
Our approach:
Activate results and bring about change together. Working with the results instead of presenting them head-on: We moderate activation workshops to help implement market research results. This starts with a goal-oriented preparation including recommendations and solutions, but it doesn't stop there. In the workshop, we work together with the marketing team to develop the basis for new concepts and strategies. In the planning of concrete measures and next steos, we increase identification and motivation for implementation.
Support
Our Challenge:
A large brand manufacturer was faced with the problem that a vacant position in the specialist department for market research could not be filled in the long term. The internal colleagues cannot absorb the abundance of projects, so they were looking for a support solution that could step in immediately.
The result:
Thanks to our many years of experience, we can immediately step in and support the internal department. We relieve the team and prevent a "project backlog".
Our approach:
Extended workbench in the market research department. We take on all projects and issues in the customer's respective category. After a short induction, all market research projects are managed according to customary internal standards in processes, methods and suppliers. In order to relieve the specialist department in the best possible way, project management is largely independent after the handover phase – but in close consultation with colleagues in marketing.
