Our July seminar is on the theme of change: it's a big broad topic and, across the day, we'll touch on everything from perception change to market disruption in sport. This session will include a case study into brand repositioning which blended dynamic discussion groups with semiotics and quant research really fast.
11:00 The changing face of renting
Presenters: Lauren Elliott, Trinity McQueen and Victoria Hurcomb, Sigma Capital
The number of households in the UK private rented sector is on the increase, with the assumption being this is a "bad" thing caused by fewer people able to get on the property ladder. But what if renting is becoming a conscious lifestyle choice for more people?
Sigma Capital, one of the UK’s leading providers of the Build to Rent sector set out to discover find out how people actually feel about renting and their needs and expectations from a rental experience to shape their product offering and marketing strategy
11:40 Big Job, Little Time - Evolving a soft drink brand’s positioning
Presenters: Cait Miskelly and Howard Joseph, See Research
A diet/light drink brand is verging on an identity crisis. It’s struggling to stand out amongst its portfolio sibling and isn’t resonating as it once did with younger UK consumers. See Research design a multi-faceted programme of research to inform a distinctive positioning based around the ‘product truth’, in this case the unique taste experience of the product. This is a brilliant example of how a multi-stage methodology can be enacted in a very short time providing the agency delivering the work is energetic and well connected.