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A glimpse of the work.
Real decisions, in the order they come. Every case is de-identified: names, places and distinguishing details are generalised. There is a great deal more than you see here; tell us your question and we will show you what fits.
Mothers bought the logic of stage-wise nutrition for children; two words on the board and trust in a new maker were the hurdles
A new entrant tested a children's supplement concept with mothers in two metros. The idea worked, but two words and an unfamiliar maker held it back. The concept board was rewritten and the lead format was chosen.
Mothers rated a children's drink concept highly; the implicit read showed it was missing the one association that moves the category
Mothers liked a children's drink concept. Our response-time test showed the claim pointed to the wrong association, so it was changed before launch.
The drink was liked more than its concept once tasted, and lost its novelty in the same sitting
The same respondents saw the concept first and tasted the product second. The drink beat its concept but lost some novelty in the same sitting. Two fixes were named and made before launch.
All four purifier concepts cleared the launch gate; forced choice and price testing picked the one to launch
Four water purifier concepts all scored well. A forced choice and a price test picked the one to launch.
A new curl cream cleared the blind test and its planned price; the job ahead was winning trial in a category where women stay loyal
A new curl cream passed its blind home test. The planned price was also accepted.
Blind scores alone would have picked the wrong energy drink; tasting order, a taste benchmark and a regional read found the right one
Two energy drink formulations were tested blind. Scores and forced choice disagreed, and the right one went national.
A four-week home placement gave an anti-acne gel a go decision and a set of consumer-backed claims
An anti-acne gel was used at home for four weeks. The client got a go decision and claims backed by users.
Two plant-based drinks, read blind against their competitors: one needed reinforcing, the other reformulating
Two plant-based drinks were tested blind against rivals. One needed small improvements and the other a new recipe.
One pack won on six of eight parameters, and the losing pack's faults were fixable without a redesign
Two packs were tested. One won on six of eight measures, and the other could be fixed without a redesign.
New outdoor designs scored level on stated measures; implicit engagement and association shifts showed which one worked harder
Two outdoor designs scored the same when people rated them. Eye gaze and association measures showed which one worked harder.
A post-launch check showed a new corporate film carried the brand at 80 per cent, well above the norm
A corporate film with late branding was checked after launch. Eight in ten viewers linked it to the brand unprompted, well above the norm. One small fix was made for the digital cuts.
Two video formats scored alike in isolation; seen side by side, seven in ten chose full animation
Two video formats scored the same when rated alone. Side by side, 69 per cent chose full animation. The test became the client's routine for later creatives.
Two life insurance ads scored well on recall and persuasion; second-by-second EEG data showed exactly where each lost the viewer
Two life insurance ads scored well on recall. EEG data showed, second by second, where each one lost the viewer.
Trailers hold attention while the story is still unfolding and lose it the moment the audience has worked it out
Premium subscribers watched new trailers. We read their reactions second by second and suggested edits after each round.
Four relaunch films scored alike on the questionnaire; EEG and eye gaze data showed which one to lead with and how to split the media
Four relaunch films scored alike on the questionnaire. EEG and eye gaze data picked the lead film.
A small share of voice delivered near-norm reach, and a rural activation added reach the media could not
Advertising was read inside the brand tracker. A small share of voice bought near-norm reach, but branding lagged. A rural activation reached people the media could not.
Two celebrity-led films outreached five competitor films measured on the same sample; all seven scored alike on likeability
Seven films were tested on one sample: the client's two against five from competitors. The client's films reached more people than all the others. Likeability was level, and cut-through made the difference.
Branding roughly tripled in seven weeks while reach held steady: the campaign fixed attribution, not exposure
The same questionnaire ran before and after a campaign. Branding roughly tripled while reach held, and the KPIs moved where the media went.
A premium smartphone launch reached well above norm and branded below it, except for the one execution that put the product first
A premium phone launch ran ten executions. Reach was well above the norm and branding below it, except where the product led. The next wave put the product first.
The only challenger in its category to gain equity over five years, and a tracker that told it where to spend, market by market
A personal-care challenger was tracked for five years. It was the only challenger to gain equity.
A new appliance brand gained five points of awareness in a year, and read six sub-categories as six different positions
A new appliance brand was tracked across three waves and six sub-categories. Awareness rose five points in a year. The brand held six different competitive positions, one in each sub-category.
Ninth of twelve on endorsement told the brand it was small; consideration overlap told it whose shoppers it could actually win
The brand ranked ninth of twelve on endorsement. Overlap analysis showed whose shoppers it shared, and the budget went where it could convert.
A young jewellery brand was far better known than bought, and its top-of-mind lead appeared only in the bridal segment
A young jewellery brand was well known but under-bought. The tracker separated retention from advocacy by segment, and found a lead that only the bridal read could show.
Advocacy rose in every one of five waves, and lapsed users showed where the recovery sat
We tracked a brand's own users over five waves. Advocacy rose in every wave.
A regional cement leader lifted advocacy in all four channel and influencer groups; a rival drew level in its home market and price turned out not to drive loyalty
A regional cement leader's dealers, retailers, engineers and masons were tracked. Advocacy rose in all four groups.
An international infrastructure company turned a stakeholder review into an action plan, monitored to completion
An international infrastructure company commissioned a stakeholder review. The review became an action plan, which we monitored to completion.
Four markets, one streaming service: local audiences will pay for a new entrant, but only if the content and the price look local
An Indian streaming service was tested in four overseas markets. Each market got its own entry model.
A feasibility study found the domestic market too crowded to justify a new chemical plant, and pointed the client to exports
A chemical maker planned a new plant. Our study found the home market crowded and pointed to exports.
A refinery by-product found a captive market once the study showed how easily buyers switched suppliers
A refinery needed buyers for a by-product. The study showed how easily buyers switched suppliers, and long-term agreements made the market a captive one.
An Indian industrial company entered five regions through distributors we identified and partnerships we helped build
An Indian industrial company wanted to enter five regions. We identified and approached distributors, helped build partnerships and engaged customers. The plan became distribution.
Distributors in two African markets were ready to meet an Indian pump maker, once price, warranty and after-sales were settled
An Indian pump maker wanted to enter two African markets. We met distributors there and gave a ranked list of partners.
In a neighbouring market an Indian belt maker had a known name and a quality image, but needed local distributors and an answer to low-cost imports
An Indian belt maker was entering a neighbouring market. We sized the market, measured shares and profiled forty partners. One lead distributor was named for each segment and city.
Health brought buyers to a natural-ingredient tea; taste kept them, and response-time measures showed taste mattered more than people said
People said they bought a natural tea for health. Response times showed that taste kept them buying.
A Japanese specialty chemicals company got a second-tier sales strategy for India once the value chain was mapped
A Japanese specialty chemicals company wanted to grow in India. We mapped the value chain and built its sales strategy.
An international food-ingredients leader learned which segments to prioritise, and how to position and package for them
An international food-ingredients leader needed its priorities for India. We studied the market and its players segment by segment, and showed which segments to pursue.
Tractor owners rated the original parts highly almost everywhere, so the leakage to will-fit parts came from distance and price, not from quality
Tractor owners rated original parts highly. They bought other parts because of distance and price.
Profiling mid-sized parts manufacturers gave the client a ready list of potential partners for an alternate parts brand
We profiled fifty-six mid-sized parts manufacturers for a tractor maker. A competitive threat became a shortlist of potential partners.
A baseline across households, masons, retailers, manufacturers and lenders showed that masons decided half of roofing choices and that cost was the main barrier
A housing baseline covered households, masons, retailers and lenders. Masons decided half of the roofing choices.
In the first week of India's lockdown, 95 per cent backed it and 82 per cent believed India would beat the pandemic, yet 93 per cent expected the economy to be badly hit
We ran a national telephone poll in the first week of India's lockdown. It was published within days.
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