As a small company committed to mitigating our impact on our environment we know that we can make a bigger difference if we act together as a sector. That’s why we’ve signed up to the Market Research Society’s Net Zero Pledge meaning we can be part of applying the scale of the market research industry towards a positive goal.
The Pledge means we sign up to four commitments:
1. Making our business net zero by 2026.
2. Tracking and publishing our carbon emissions, working to reduce and offset those emissions and publishing these figures annually in the Industry Report.
3. Collaborating across our sector and beyond, to share learnings and best practice to achieve the above goals.
4. Supporting and encouraging conversations and call outs by our employees, partners and clients about environmental concerns and viewpoints.
We believe we have a role in using our extensive understanding of consumer behaviour in advocating and supporting clients with their sustainability agenda. We also commit to educating ourselves and our employees to positively impact the planet.
Crow’s very own Gael Laurie will be speaking at the Soil Association Certification #OrganicTo2030 Trade Conference on Thursday 21st October. Book your free ticket to hear the most recent research focussing on changing shopper motivations and behaviours when making sustainable and organic choices here.
Yes, Crow Friends, it’s time for the latest edition of The Crow Chronicle, simply simmering with news, views and a few important ‘do’s’ (before Christmas). Grab some Worm Nibbles* or Toasted Twigs*, feet up and enjoy!
Howdy Crow Friends! Hopefully you’re all enjoying / have enjoyed or are about to enjoy some precious staycation. We’ve had a few questions on #market#research and specifically when face to face qualitative research can begin again. The answer is now – viewing facilities are opening up in a Covid secure way (and need our support) and many hotels are happy to welcome you.
However, it’s important not to forget the needs and current feelings of participants. Many people are nervous about turning up to strange rooms with strange strangers (and equally strange moderators!) for obvious reasons.
And as well as that, many people are working from home, making a trip to do research ‘live’ a specific destination rather than a convenient add-on. As always, the best advice is to think mixed methodology – targeted face-to-face, targeted online as both have brilliant strengths. In fact, there’s no doubt that going forward, the opportunity to blend approaches to get more actionable insight is enhanced as participants who were nervous about online research previously, now feel fluent and confident.
The message then, as it is now, 6 years on, is ‘if you really believe in a cause, make it your purpose’. A purpose, at the top level of the business can drive engagement, give clarity of direction and off this help the business make good decisions. The same is true of brands; if your brand does believe in something, put it front and centre… let the brand positioning flow from it and feed back into it.
But if it’s just words, just a management tick-box exercise; if it’s just something you are doing to make shareholders value you more, save yourself the time and bother and pursue profit. Vanity and venality have made many business attractive and many people rich. But in truth, you can still be profitable in a responsible way, you can still do this in a way that is good for people and planet, but frankly it saves everyone the BS.
Just ask BrewDog; a company lauded for its manifesto – or charter – (“We bleed craft beer”, “We are uncompromising”, “We blow shit up”) but now, a company that will forever carry about that oddly mendacious whiff of weasely word-smithing, big on style, low, very low, on real substance. And the real salt in the wounds is the claim that “Without us, we are nothing” which according to the seemingly substantive and certainly substantial allegations rings hollow at best, malicious and deeply worrying at worst.
Companies and brands have the power to change the world for the better. They can – they have in the past and they do today – impact people positively, either through the generation of wealth, meeting of needs or even just feeling good about yourself. But the persistent desire to believe the hype in the business world about silver bullets just doesn’t help.
At The Crow Flies we work with clients to put strategic foundations in place – including purpose and values – that brands believe in and can unleash potential. But, these things only make a difference if you mean them.
There are all sorts of stories about innovation “eureka” moments. That flash of bath time inspiration which led to the inventor re-mortgaging their house to fund the wonder product. Or the entrepreneurs scouring the supermarket aisles looking for tired or dominated categories to disrupt. Stories like this lead the narrative but are incredibly rare and only the successes get recalled. More often, sadly, re-mortgaging the house leads to moving back in with mum and dad.
And it doesn’t reflect the situation that most marketeers face – corporate cultures; byzantine approval processes; complex supply chains; retailers demanding ‘one out, one in’; sales teams wanting to be ‘wowed’; fractional differences in product masquerading as ‘game-changers’ allowing competitors to copy fast.
The question is therefore: where do you look to innovate to increase your chances of success?
Here are five thought starters to consider when framing up projects and shaping the challenges:
Frame your start point Starting with your consumer base, it’s possible to draw up a robust picture of the market opportunities that are ripe for some new thinking and creativity. Start by defining the territory. What’s important to consumers in your category? What are the big needs that people want fulfilled? What are the over-arching attitudes to the category? What are the ‘rules’ or accepted practises that be challenged or twisted? Which brands already ‘own’ needs? Should we tackle them head on or out-flank them in some way? Disruption comes from understanding the order. Creativity from understanding the constraints.
Framing your start point and clearly mapping the terrain gives you the space to innovate in not just in one campaign, but again and again – the base from which to build a meaningful pipeline of new products or services.
…but be happy to go off-piste a bit too When you understand the shape of the market, you understand when you’re taking a flyer too. There’s no harm in investigating what may turn out to be cul-de-sacs. By exploring the odd snickets and ginnels of consumer need and desire, you may find a new path to the prize; indeed, you may find a whole new area of opportunity. But stay in control too – you can spend a lot of time with the metaphorical machete cutting through the undergrowth of possibility, only to quickly wear yourself out and lose the alignment and focus of the group.
Improving lives not stealing share This might sound like it’s stating the obvious but really – really – start with your consumer. Don’t start with your issues. Don’t start with your target. Be mindful of course of your company needs, personal aims and ambitious goals, but if you start from there, you’ll pursue categories that are big and competitive today rather than those that can be big tomorrow and where you can lead not follow. But more than this, if you start with the question of ‘how can I make my customer’s life a little bit better?’ you’re much more likely to come up with ideas that work for them and you. And it is about improving lives: however small, however insignificant you may think it is – that’s your role as brand steward and that’s your responsibility to the category too – to seek ways to expand consumption in meaningful ways, not just slicing the salami ever thinner.
Needs, desires and problems to solve There’s a whole marketing narrative around digging deeper for insights. Asking ‘why?’ 5 times…and then ending up with an ‘insight’ that is often unusable. There’s a need for balance here. Yes, be curious and ever watchful about why people behave the way they do around our products and why they hold the attitudes they do. But don’t miss the obvious. Don’t miss the opportunities masquerading as itsy-bitsy usage patterns that can drive significant commercial growth. Why isn’t it resealable when the product goes dry? Why aren’t there enough in the pack for two servings each? How do we make it lighter? How we can improve the spout so it pours better? How can we improve the closure so people don’t crack a nail when opening it? How can we show more easily that the product is ready to serve?
Budweiser changed the best before date from a ‘use by’ date (= old) to a ‘born on’ date (= fresh), knowing that beer drinkers want to drink beer as fresh as possible. No change to the packaging other than some letters on the date code. But with some serious investment in consumer comms, brand equity was grown and consumers knew what to look for to check how fresh their beer was.
Finding the trend transitions It’s human nature to get excited about some fancy name given to three spots of some weird behaviour in Boulder, Colorado. It’s altogether different to identify a pattern of behaviour linking people in Bathgate, Bournemouth, Ballymena and Brecon. And even harder to calculate whether it’s a trend that hasn’t been exploited yet and is going to have consumer traction going forwards. But that’s what you’re after, the transitions from something that’s emerging to something that’s mainstreaming. To fish where the fish aren’t now but will be tomorrow.
David Preston is founder of The Crow Flies, a research, strategy and innovation company that helps brands find a direct route to long lasting success. email@example.com; +44 (0) 1283 246260; www.thecrowflies.co.uk; @crowflieshigh.
The Crows are currently immersed in one of their favourite tasks: looking for data and insight that can lead to some sparkling innovation. Cue deep dive into investigating product launches, product failures, insight reports, virtual shopping and some remote Consumer Connections. Piecing together the parts and testing hypotheses. there’s no doubt: Crows love being nosey!
The Crows have been doing lots of work of late on customer journeys: bricks and mortar, online, Omnichannel, the lot. We’ve been getting our feathers around customer diaries, accompanied virtual shops, online groups, all sorts of interesting and innovative stuff around the path to purchase Give us a call if you’ve got a challenge or opportunity around your customer journey. We’ll help you work out caw-se and effect (*groan*).
It comes as no coincidence that both my letterbox and media feeds are sending me all sorts of catalogues and top tips on gardening… it seems that now is deemed to be THE time in the gardening calendar to get it ready for next year. That, coupled with turning my attention outdoors to a much-neglected garden during lockdown, has obviously put me on the mailing list radar.
Whilst sifting through all this mail what struck me was that the parallels between Autumn brand planning and the Autumn gardening activity calendar both serve to make the right preparations for an impressive performance starting next Spring. After all, there’s nothing like getting the year off to a good start to make the hard slog to the end of the financial year so much easier. Plus there’s the feel good factor and confidence in what you are doing to bolster the commitment for the rest of the year – without the need for any budget cuts!
So, how to make the most of Autumn brand planning? Here are five things to consider:
Review your performance over the year. It has been a testing year for all but by taking the time to take stock of what has worked well, what has failed, and sifting past the big macro-level factors that have impacted everyone to find the deeper underlying reasons of why for your brand, is time well spent between the trading peaks of Summer and Christmas. Too often marketing teams talk about but then don’t spend time unearthing the real truths behind performance: why new launches failed, why new distribution opportunities didn’t quite deliver, why redesigns fell flat or flew.
Mind the gap! Where have other competitors performed well when you have struggled to make your mark? Has your brand been overshadowed by new market entrants? Were you waiting in the wings, hoping things would get better when other brands were stealing the march and confidently pushing forward. Gap spotting is such a critical part of understanding your brand’s opportunities.
Perfect your positioning. Be really honest. Do consumers, customers, stakeholders and colleagues truly have a shared understanding of the brand, what it delivers & how it delivers it? Is it consistent, distinctive and differentiated? If it isn’t, now is the time to get under the skin and review.
Try something new. When the stakes are high, risk is often avoided but sometimes when the market is stagnating, breaking away with new ideas and approaches is what is needed to invigorate growth. How brave are you?
Land the brand. A great plan needs the support of the business. an insight is nothing if it doesn’t grab people. A strategy is nothing if it doesn’t create action. Innovation is nothing if you can’t bring the ideas to life. A brand plan is nothing if it doesn’t inspire. Focus time on creating the tools that will sell your brand and your plan not only to customers but also internally, to stakeholders and sales teams. Buy-in is everything, don’t leave it as an after-thought.
Now more than ever is the time to get your brand back on people’s radar – start planning!
Gael Laurie is Brand Building Director of The Crow Flies, a research, strategy and innovation company that helps brands find a direct route to long lasting success. firstname.lastname@example.org; +44 (0) 1283 246260; www.thecrowflies.co.uk; @crowflieshigh