"Discovery consists of seeing what everyone else has seen and thinking what no-one else has thought" (Albert Szent-Gyorgyi)
‘Discovery’ is the research piece of a project; the beginning of the process of finding and utilising insight. We generate insightful research by using a bricolage of new and innovative approaches, combined with traditional qualitative and quantitative techniques, to get closer to the event or behaviour we are interested in.
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Snakes and Ladders
One of the innovations we have won several awards for is our Snakes and Ladders marketing idea. Rather than viewing consumer decisions as a logical linear process, they can be seen more like the game of Snakes and Ladders. Ladders are quick short cuts that take people from a point where they were not even considering a purchase, to the point of wanting to buy a specific brand or product. Snakes can put people off a brand instantly, despite being previously loyal or about to purchase a brand. The challenge for marketers is to identify and then use these Snakes and Ladders to the benefit of their own brands.
Switch Therapy
The problem with traditional approaches to switching research is that few techniques take into account time, place, company situation or competitor activity. Spring looks at the entire switching event in the context of these factors, from the customer’s viewpoint. Using our award-winning snakes and ladders technique, we understand the detailed journey people go through when making decisions to stay with or leave a brand. Key snakes and ladders identified are then used in a large-scale quantitative phase. This quantification will allow switching behaviours to be modelled to identify customers most likely to switch, allowing the creation of multiple customer-focussed retention strategies.
The Garden Shed
Spring’s unique co-creation methodology allows smart organisations to connect directly with consumers. When respondents take part in The Garden Shed, they become the researcher. We spend time with them introducing the problem, and developing ideas, propositions or products, then our respondents take them back to discuss and refine with their friends and family. They report their findings back to us at a final interactive session where we work together to perfect the final product or idea. This technique connects with people as lay strategists to find out what they really want to include in a project or service and shifting research from a platform for testing to a forum for creativity.
Culture Track
Culture Track is a new and innovative way of helping brands to embrace consumer culture. The concept for the product was born out of the desire to help client’s quickly spot cultural signals that are relevant and pursue opportunities ahead of the competition. The Culture Track product uses a combination of peripheral scanning, semiotics, expert interviews and biographical consumer interviews in order to bring clients bespoke inisights on a global level. Potential themes and audiences depend on client objectives but currently include a global project for a major FMCG food company on health.