Is Bigger Always Best?
How to create impact, challenge perceptions and generate emotional connections with small budgets. A case study, presented by Hummingbird Insights
It’s easy to fall into the trap of thinking that big budgets are needed to create powerful impact. But what if that’s wrong? What if real impact can come from the raw, emotional truth of individual stories?
By focusing on individual stories, and those who suffered ‘extreme’ symptoms we uncovered the magnitude of the menopause experience.
- The lack of information & education
- The myths
- The realities
- The differences based on ethnicity, social class and culture
Our project was about the power of unscripted stories from eight women. Told in a way that created an emotional connection and ultimately drove action.
A Bayer case study presented by Morag Spencer, Partner, Hummingbird Insights
Originally from South Africa, now based in the UK Morag has over 19 years of research experience. She has worked in most markets across the globe. She enjoys exploring consumer behaviour and helping companies with their innovation, brand and communication strategies.
Hummingbird Insights won the AURAs Award for Best Small Agency 2025
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