DELIVERING IMPACT
We get our kicks from seeing our clients use our findings to drive their business. But don’t just take our word for it…
Helping to keep Checkatrade ahead
Since 1998, Checkatrade has been a recognised leader in finding trusted tradespeople. However, with new pretenders arriving to challenge its dominance, the team came to us to help explore ways to stand out from the crowd.
Advanced quantitative research was used to help Checkatrade uncover what a compelling guarantee could look like in the UK. Using our consumer segmentation we then identified to whom the idea would have the strongest appeal. We then helped build confidence in the proposition amongst trade members by proving the value the guarantee brought to homeowners through an innovative conjoint approach.
The guarantee has proved a critical differentiator. It has enabled Checkatrade to reaffirm its distinct market positioning and is a central message in its brand marketing. It has helped generate the highest brand health metrics since records began, earning Deep Blue Thinking the 2023 MRS Award for Business Impact.
GARETH HELM
CHIEF MARKETING OFFICER
"
The research has given us more confidence in what we offer and has helped us to understand the best way to communicate to our audience. Deep Blue Thinking regularly provide us with crucial insights that influence business decisions and have an in-depth understanding of our market."
Taking the guesswork out of EuroMillions’ product development
EuroMillions knew that expanding the brand’s reach and growing player numbers required further product innovation. What European lotteries needed was a reliable way to identify which ideas would capture customers’ imagination.
Through a series of innovation workshops we helped the EuroMillions team create and shape a range of possible game ideas. We then used phases of qualitative and quantitative research to filter these concepts and refine the most promising ideas. Finally, we conducted a robust volumetric research exercise, calibrating sales potential vs. existing products. Together, this provided the evidence necessary to give the senior team confidence in the potential of the selected idea.
On November 6th, 2023, the first draw of the new EuroDreams game took place and the game has gone from strength to strength.
Initial sales metrics indicate that EuroDreams tickets accounted for a third of the EuroMillions tickets sold and the game is on track to be the world’s most successful Cash for Life genre game.
Location, location, location: narrowing Upp’s search for broadband customers
In early 2021, broadband start-up Upp brought high-speed connectivity to the East of England. It turned to us to develop a fast, cost-effective way to identify the target segments with greatest potential.
To help the Upp team identify most attractive targets, we began by segmenting existing datasets. We then facilitated a series of bespoke co-creation workshops, where the senior team worked alongside current and potential customers to develop and refine ideas.
After supporting Upp’s successful launch, we established a robust brand health tracking approach to ensure there was a robust framework through which to measure marketing effectiveness.
"
Deep Blue Thinking had the experience and scale to deliver exactly what we needed, while still offering us a completely bespoke, iterative solution. Nick was a joy to work with - knowledgeable, professional and focused, and helped us drive our brand forwards."
EMILY BANCROFT
STRATEGY & PERFORMANCE
DIRECTOR
Proving our pedigree: helping Doodlebone refine the product portfolio
As the 2020 lockdowns came into force, dog ownership in the UK increased dramatically. This unprecedented level of market activity prompted leading dog accessory supplier Doodlebone to rethink and refine its product portfolio.
We began the process by conducting in-depth research both with dog owners and retailers in the pet trade. We then combined an online community and large-scale quantitative research to test price elasticity on key product lines. Our findings enabled Doodlebone not only to position existing products more effectively with growth segments, but successfully target planned additions to the portfolio.
Not only did Doodlebone boost its sales but our work together was highly commended at the 2021 MRS Awards.
MATTHEW GERRARD
MANAGING DIRECTOR
"
We’ve worked with Nick across multiple projects and each time we have come away with so much insight and action! Nick understands exactly what we are trying to do, challenges (in a great way!) and provides true insight that has helped us with so many strategic decisions across our business."
Fit for purpose: Creating value for Anytime Fitness in the UK
Anytime Fitness, a global leader with over 5,000 franchised locations in 50 countries, approached us to help it identify the most promising member segments in the UK. From the Minnesota HQ it had already developed a framework informed by insight from other territories.
While other agencies may have succumbed to a ‘not invented here’ view of the existing framework, we saw an opportunity to build upon it. Rather than needlessly incurring the cost and time of starting from scratch, we instead augmented and adapted the client’s existing work. This allowed us to deliver a faster, cheaper outcome to the UK marketing team, without compromising on quality.
TOM DAVIES
DIRECTOR OF MARKETING
"
I honestly can’t overstate the impact they’ve had on our business. The insight they have provided us has been first class. The real game changer however is their ability to simplify complex research and data, pinpoint the key focus areas and help us put in place tangible solutions"
Keeping the Future Bright: how we helped driver engagement with their brand health data.
Orange had robust brand tracking in place across 26 European and African markets. Yet, in spite of the wealth of data available, it proved hard to build engagement amongst senior leaders who needed a simple and consistent snapshot of brand performance.
We supported the global insight team in the design and implementation of a simple set of country scorecards and regional management reports. We worked with our partner agency Basis to automate these deliverables, creating a compelling reporting suite. These scorecards sit alongside the existing data portal and provide both country and global brand managers with a common framework through which to understand brand health.
This innovative approach was nominated as a finalist in the 2023 MRS Global Business Impact award.
