Qual best practice
Technical 360º understanding
Pack and prototype development
Technical or trade demos
Exploratory product 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
Mapping the whole experience
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
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.
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.”