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CASUAL DINING SECTOR: DEMAND FOR SUSTAINABILITY?

CHALLENGE

In a crowded marketplace, our client identified the need for a foundational understanding of the casual dining market, with a specific focus on sustainability, in order to stand out and attract new customers (whilst not alienating a loyal customer base).

A core objective of the research was to understand whether there was a consumer demand for sustainable dining and, if so, how this should be communicated to diners. Does sustainability impact diners’ decisions on where to eat on a rational or emotional level? Are diners willing to pay more for a sustainable dining experience?

There was a clear need for further evidence before any commercial decisions or changes were made.

ACTION

We built a research programme focusing on the stakeholders which mattered most to our client and where there was the greatest potential for a positive change – their customers.

A large, robust study was conducted to profile the casual dining market and understand the emotional and rational motivations and drivers of dining decisions. Did this include sustainability?

Alongside this, we conducted a number of qualitative, face to face interviews with diners at our client’s restaurants to understand the ‘why’ behind these motivations.

OUTCOME

With the client’s objective to understand the impact of sustainability on dining decisions, we delivered insight on where sustainability sat alongside other emotional and rational drivers.

We provided clear, tangible direction and prioritised ideas on how our client could incorporate sustainability into their future operations and strategy, giving them a point of differentiation from competitors, without distracting from their core offer.

JAGUAR LAND ROVER – BRAND HEALTH TRACKING

WE CREATED THIS FILM FOR OUR CLIENT IN 2018 TO HELP SHOWCASE THE ROLE, IMPORTANCE AND IMPACT OF BRAND HEALTH WITHIN THE BUSINESS

CHALLENGE

When JLR first approached us in 2009, they had been conducting brand tracking research for decades with a well-known research agency. This traditional approach wasn’t delivering the insight they wanted to drive commercial growth, and they were looking for a more effective alternative.

ACTION

From the outset, we focused on the deceptively simple question, “How does this brand make you feel?”

Our Thoughtscape approach puts the consumer centre-stage. Instead of only measuring what the client wants to know, our brand positioning research allows us to assess what drives buyer behaviour. We’re constantly searching for the small truths that will help give our client a competitive advantage.

Initially, we focused on five key markets but this has expanded to over 25, across five continents. We transform the data into powerful insight using Thoughtstring, our unique language coding technique.

With these sophisticated tools at our disposal, we’ve become expert at revealing the signals hidden in the noise. Using bespoke technology, we manipulate the data in real time and integrate results with other studies to help us see the bigger picture. Working with JLR’s Customer Insight team, we deliver results which work for everyone from local marketing managers to global executives.

OUTCOME

Our insights have guided JLR through the last nine years of growth. For Jaguar, this has covered the introduction of XE and F-PACE, the development of the British Villains campaign, and the launch of extended warranties in USA.

For Land Rover, our insights have guided them through an equally successful period with the launch of Evoque, the revitalisation of Range Rover and Range Rover Sport, and the introduction of the Discovery Sport.

CREATING OUR CYBORG

Jaguar Land Rover (JLR) are constantly exploring new ways to gather customer insight. Combined with a tightening of belts in recent years this has meant an ever-increasing need to assess the value for money of insight spend. Consequently, JLR wanted to explore the viability of reducing the high cost associated with its emotional brand tracking inputs. So, four years ago, MM Eye began a journey to create a more efficient solution – could an AI solution take on the heavy lifting done by human coders – could it be done, could the level of detail needed be retained and could the existing high precision & quality be matched?

The journey started by reviewing off the shelf products & ended with development of a new, bespoke & transferable ‘Cyborg’ system (a human-machine pairing). JLR’s emotional inputs have never looked so good!

Watch our video presentation from the recent Market Research Society AI | Data | Analytics Virtual Summit where we, together with our client JLR, take you through the process.