Case studies.

15/12/11 Unravelling eBay's customer journey in the UK
eBay’s marketplace was changing rapidly. The UK business was competing with a broader range of e-tailers; customer expectations were getting higher. They wanted to develop a clear understanding of their competitive position through understanding the perceptions, expectations, and experiences of customers. The ultimate aim was to deliver a customer experience that would encourage customers to think of eBay and to spend more with them. - Filesize: 73.9 KB
15/12/11 Unravelling a gordian knot
The client, a large management consultancy, wanted to understand the factors that drive complexity in large corporations so that it could provide advice about how to reduce complication and increase shareholder returns. While a number of academics had tried to tackle this problem before, none had been able to provide a useable definition of complexity, nor had they been able to link the impact of this problem to the profitability of corporations. - Filesize: 125.8 KB
30/09/08 Unlocking brand growth
Generating consumer-based growth when you have a very mature and vastly dominant brand is a particular challenge. Charged with ambitious five year growth targets, a leading alcohol manufacturer in the UK had developed a strategic growth plan for one of its most successful brands, but fine-tuning was required to get closer to the end goal. - Filesize: 82.0 KB
03/06/09 Tips for Segmentation
Top 10 guiding principles for conducting segmentations - Filesize: 498.0 KB
30/09/08 Thinking outside the brief
A highly differentiated confectionery challenger brand was charged with attacking the brand leader. Initially they asked us to screen new flavour options and recommend which variants would be best for product development. But we realised that these decisions could have a major impact on the direction of the brand. - Filesize: 122.8 KB
15/12/11 The mating game
How could marketers of a deodorant/fragrance brand aimed at young men access the private and anxiety ridden world of teenage boys? The brand needed a clear direction for future growth but getting an insight into the sensitive area of ‘the mating game’ was going to be particularly challenging for adults struggling to remember how it felt to be young. Working with limited time and budget we needed an approach that would get us under the skin of this consumer group and deliver the greatest insight. - Filesize: 301.0 KB
30/09/08 Future perfect - managing and planning a mobile portfolio
A major global handset manufacturer wanted to optimise its 2008 portfolio of handsets for the mass market. Key to the success of the portfolio was to ensure that it had effective coverage of the market, products were reaching their targets and that cannibalisation was minimised. - Filesize: 65.4 KB
15/12/11 Experiencing the journey
Our financial services client (a division of a major UK company) had launched three new products – car insurance, a credit card and an instant saver account. They wanted to benchmark the customer journey (from initial awareness about the product to completion of the purchase) against key competitors – particularly supermarkets. The aim was to improve the journey to win more customers and increase loyalty. - Filesize: 81.1 KB
15/12/11 Electrically charged launches
A new electrical retailer had just opened several stores in the UK. In order to get the best possible result from their planned roll out, they came to Incite to get consumer insight with a brief to rectify any immediate problems and improve the template for future openings. Our challenge was to understand how each store could improve its performance along all stages of the buying process. - Filesize: 235.3 KB
15/12/11 Cruising into the sunset
Our client, an ocean cruising company, was experiencing rapidly falling ratings for on-board entertainment – known to be a significant driver of passenger volumes. They asked Incite to create a segmentation of passengers to explain and simplify the diversity of entertainment preferences, and then create a system to predict who would be on board in order to match the entertainment offer to passengers on a cruise-by-cruise basis. - Filesize: 97.9 KB
29/11/10 Consulting: Not hot air
The client, a manufacturer of industrial gases, had been struggling to grow profitability. They employed a management consultancy to develop a new strategy. Part of this involved developing a new marketing strategy, to go beyond simply increasing awareness and lowering price. A constraint was that the overall marketing spend should not increase beyond existing levels. Incite was invited by the consultants to help them think through the marketing strategy and design relevant customer research to reach their client’s goal as seamlessly and efficiently as possible. - Filesize: 312.3 KB