Qual best practice

Our world class Qual team explore, excite and impassion. We put the consumer at the heart of decisions.

Expertise

  • Technical 360º understanding

  • Pack and prototype development

  • Technical or trade demos

  • Exploratory product development

  • Proposition testing/development

  • Usage and attitudes

  • Customer experience mapping

How we do it

  • Traditional: Groups, IDIs

  • New Wave: Online boards, groups, communities, ethnography, home usage observations, consumer workshops and co-creation sessions

"Blue Yonder combine commitment, intelligence and sensitivity to deliver excellent research and I strongly recommend them."

Global Head Insight

Client stories

Mapping the whole experience

The challenge

You’re a market leader - globally. Everybody wants to take you on – steal market share…and you see rate of sale start to fall – slowly but significantly. ‘Good Enough’ no longer cuts it, and you can’t rely on a hard won reputation to carry you, as challenger brands have reset category boundaries and changed the parameters of excellence. You need to deliver absolute superiority. So we brought in XM: experience mapping on steroids and exploratory qual at its finest; 360°, end to end, holistic understanding of product perception at a technical and attribute level, from in store to final disposal.

What we did

We identified the touchpoints - what mattered most, when and where; telling our client where to focus time, effort and budget. We benchmarked vs competitors: where are the gaps? We understood precisely what superiority looked like in the moments that really mattered…and we brought it all to life with powerful video edits. This changed the game. We got buy in at VP level, and a new way of working for the Global R&D team. Most importantly, we got product superiority.

The emotions of Malodour

The challenge

Our client, a leading fragrance house had a new technology – truly revolutionary, but they also had a challenge: you can measure positives, you can measure negatives…but how do you measure the absence? How do you prove it? Crucially, how do you get buy in from global FMCG giants? They needed to do great science and bring it to life.

What we did

First off, fragrance is emotional. Massively. We needed to capture this and tease every moment of pain and pleasure from product users. In home visits, filmed to TVC standard struck gold: we found the meeting point of functionality and practicality and tracked it through product usage. We used Clickscape, in the moment tech, to prove product superiority. One click positive, two clicks, negative. Liking + frequency + absence of negative = revolutionary new fragrance tech – and accompanied by cinematic consumer testimonial videos it means absolute stakeholder buy in. Job done.

Creating Superiority

The challenge

There comes a point when excellence is expected in deos. The bar is set so high it’s hard to meaningfully move it any further upwards. Scientific measures and sensory panels register a difference, but differences only matter if they are consumer perceivable. Where traditional qual and quant won’t pull it out, what do you do? How do you convince buyers to stock your product? How do you justify a price increase? You put it to the extreme. We needed sweat. Lots of it. Beautiful, engaging, storytelling, compelling sweat…to create a deo story which would speak to Buyers and Consumers globally.

What we did

We found multicultural pro dancers. We put the product to the test. REALLY to the test. Hours and hours of high octane rehearsals in heated studios: we filmed real life. In real time. To TVC standard. The difference was real. It changed the deo game. It changed the R&D game: it gave the team a voice which powered through brand teams and straight to TV. It got us stocked. It got us sold. It got the bar moved even higher.

“Blue Yonder work on many of our key projects; they have often designed new or built on current methodologies to enable consumers to articulate early understanding of formulations or packaging research. It’s easy to assume that you have covered everything and be caught out by a simple detail that’s only obvious after the launch.”

Global Qualitative capability lead, R&D, Unilever

Ready to talk?

Tell us about your goals. Whatever the stage, whatever the horizon, let’s find a way to get your business an edge.

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