Looking Further. Seeing More.
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Experience

Our experience comes from decades of conducting research projects in a wide range of industries, and across a wide variety of geographies. In fact, many of our projects are cross-industry, cross-country studies – we are certainly well versed in complexity!

There is no such thing as a ‘typical’ Deep See client. From global branding studies in the finance industry to new product development research with users of barbeques, the examples below will hopefully give you a feel for the reach and scope of the projects we undertake and the companies we assist.

Product

  • Our client wanted to understand the opportunities for a barbeque grill that would clean more easily and offer improved cooking of meat through the even distribution of heat. We carried out focus groups in the Deep South of the USA, followed by an online survey, to find out attitudes to the concept. This tasty research gave our client a strong differentiating product that appealed to the premium end of the market.
  • Our client makes paving flags and blocks for driveways. The UK market was flooded with Indian stone and it was necessary for concrete flags to fight back with innovative designs. We tested a range of designs with householders and landscapers in focus groups and in ethnographic interviews. The qualitative research proved highly effective in paving the way for a new product range and an increased market share.
  • Our client makes tiles of all kinds and wanted to know how best to display them in large DIY warehouses. We followed consumers around in stores, noting what they looked at and in what order, and then we interviewed them to hear their views on the attractiveness of the displays and what brought the tiles to their attention. They were floored by the success of the research and introduced a much more dynamic in-store presentation.
  • Our client makes door chimes – the musical notes that announce that the Avon lady is calling. We carried out quantitative research in Germany and France to determine people’s attitudes to hard wired and wireless systems, and to explore what features they liked in the products’ designs. Our findings certainly had resonance for our client, who has since become the largest supplier to the European market.
  • Our client is a UK manufacturer of kitchens and wanted to know what it must do to improve its share at the premium end of the market. We served up a cost-effective combination of focus groups, paired interviews and desk research, which told them the size of the market, the designs to run with and how to differentiate themselves in a crowded and competitive market.

Price

  • Our client is a famous Asian car brand making strong inroads into the open UK market. It wanted to understand what drivers value in its SUV that is popular among caravaners and people who need the power to tow horse boxes. Depth interviews and conjoint analysis put a price on the pulling power of this workhorse.
  • Our client is a university faced with charging students for tuition. The question was how much can it charge without either appearing too cheap (and not worthy of the students’ investment) or too expensive to the point that it was unaffordable. Using Van Westendorp price sensitivity questions, we ran a survey with hundreds of students to pinpoint the optimum charge. Top of the class for making sure the price was right!
  • Our client is an international publishing company in an extremely price sensitive sector. Conducting mystery shopping exercises over a period of four months, we tracked the prices of 45 online and hard copy publications, reporting back on a continuous basis, and enabling our client to take care of all the issues.

Promotion

  • What is it that makes a website work well with DIYers? Our client is a leading owner of DIY superstores and knows how important it is for its website to attract people to its massive product range by enabling them to quickly and easily find what they want. Over three years we have tracked the effectiveness of the site with ethnographic research in which DIYers are given tasks to do (i.e. products to find) and where we watch how easily they can perform them. We have been able to show the limitations of earlier versions of the website, make recommendations for improvements, and enjoyed watching our suggested improvements do their work.
  • Our client makes a party pack – a kit that includes a helium gas cylinder and balloons – just the thing for livening up any social event. We ran focus groups with a wide cross-section of the UK general public to find out what messages would prompt them to invest in a party pack and lift people’s spirits to the roof…and make the client’s profits soar.
  • Our client is a manufacturer of showers aimed at homeowners and plumbers, who was struggling to understand why its upgraded product was not flying off the shelves when its predecessor was selling so well. We conducted ethnographic research in DIY stores to observe behaviour when choosing showers and also when selecting in-store promotional materials. We then carried out face-to-face interviews outside the stores, before advising our client on the messaging and store placement that would help increase sales without watering down their brand.
  • How do you make an advertising campaign stand out in an already crowded marketplace? Our client, a UK telecoms company, gave us a call, and asked if we could help track the awareness and success of their TV advertising campaign. The findings showed that their message wasn’t getting through as effectively as it could have been, so we helped steer our client towards a campaign that rang out more successfully.

Place

  • Directing your offer to the right group of people is fundamental to all marketing. Our client represents a global charity and wanted to know who it could target to best effect across six countries, each representing very different audiences. Using an online quantitative study, we were able to show where the deepest pockets lay for a charity that has a very clear mission.
  • Our client is a provider of baby milk powder that has exported small amounts to China but believed it could achieve rapid market share growth. Across tier 1, tier 2 and tier 3 cities, we conducted focus groups with parents and parents-to-be to discover what drove their choice of supplier and in which types of outlets they preferred to buy milk powder. Subsequent face-to-face interviews with small and large retailers across the country enabled us to understand how to get the product onto the right shelves and how best to milk the opportunities available.
  • Our client is an FMCG manufacturer specialising in food, who wanted to make sure its product was in the right location within the right stores. Conducting ethnographic research in several countries, we observed the shopping habits of men and women before advising our client on how to secure centre stage – and thus healthy profits – for its product.
  • Our client is a seafood retailer aiming to sell more of its produce to continental Europe. The company wanted to enter the market one country at a time. In order to build a prioritisation plan and strategy for entering each market, we interviewed seafood retailers in Spain, France, Germany and Italy over the telephone, as well as conducting focus groups and an e-survey with consumers. With so much intelligence out there waiting to be uncovered, there’s never any need to be all at sea.

If you would like to find out more, please get in touch with any member of the team.

Looking Further. Seeing More.