CASE STUDIES

To increase brand loyalty and support our client in becoming more than just a retailer, we sought to understand the emotional and functional needs, expectations and pain points of being a pet parent across five European markets. Through analysis, we were able to map the pet parent journey highlighting brand opportunities.

With restricted ability to change creatives from the previous years campaign, our client wanted to know what they could to do increase and optimise engagement with their campaign using existing assets across print, TV and radio.

Testing creatives across three markets, we provided a series of quick wins and more longer-term actions as well as local cultural considerations when developing future campaigns.

Our client, the UK market leader in their category, wanted to test their product against key competitors to identify if there is anything they can learn or improve to ensure they remain the market leader.

By conducting an anonymous large-scale product test we helped the client better understand how each of their product’s features rank in comparison and provided a number of areas for potential improvements to ensure they remain the market leader.

In recent years, Times Media has attracted a new, younger audience to the brand. Research was required to understand how the brand fits into the lives of its new audience; how, where and how long they’re engaging with The Times; and the needs states that’s drive engagement.

A combination of digital ethnography and individual interviews allowed us to capture in-the-moment news and media engagement, as well as reflection on brand engagement.

The research was launched at an invitation only with senior attendees from all media agencies.

A large grocery store in the US wanted to understand the full customer journey and how they could best meet customer needs.

Through a multi-method approach, we identified the key moments that matter in the journey; the opportunities for the brand to win those moments; and delivered impactful outputs that landed strongly across the business from head office to shop-floor managers.

With a view to optimising support for shoppers in a complex category, our client wanted to ascertain shopper understanding of the category and how they navigated and shopped the shelf.

Through a series of individual journey interviews and accompanied shops in different stores, we established how products were identified, influencing factors to purchase and what support consumers needed to better navigate the category to meet their needs.

A professional industry body wanted to understand how to improve access to their profession and how to better support students from underrepresented groups throughout their studies and careers.

Through a series of discussions with women, neurodiverse, people of Black heritage, disabled and those from lower social income households, we were able to identify specific needs for each group, providing tangible and actionable insight that has had significant impact across the industry.

Recognising the growing number of non-binary, gender fluid and transgender people in the UK, and the sensitivities needed when collecting gender data from these groups, our client wanted to understand best practice. As a financial services provider, they require sensitive and personal information from their customers regarding gender and sex to use their services.

Through undertaking expert interviews to inform our discussions with transgender and non-binary people, we sought to understand their needs when such sensitive, and potentially upsetting information is required. Our understanding and targeted recommendations surpassed expectations providing tangible actions to implement in data collection practices.

Our client identified an urgent need to understand perceptions of transgender people in the UK as media prejudices were filtering through to public opinion. Our client wanted to develop a communications strategy to improve outcomes for transgender people. 

Through sensitively designed qualitative research, we got to the heart of what’s driving public perception, and analysis enabled us to decode the ten most common myths and misconceptions regarding transgender people and the role of media in feeding or dispelling discrimination. 

We delved into the colourful world of face painting to understand the lived experiences of face painting with children identifying and exploring the emotional responses it evokes.

Integral to the project was understanding the experience through the eyes of a child and delivering insight from the child’s perspective, carefully eradicating any adult interpretation. Furthermore, our client wanted to establish household penetration to identify the size of the opportunity for growth.

Understand the online shopper journey with a view to optimising the experience and increasing both traffic and spend with our client.

Through a multi-method approach we identified best practice and pitfalls when shopping online when shopping for apparel and provided a clear guidelines on how to optimise the website to meet the needs of different customer profiles and support the client strategy to double ecommerce spend.

To prepare for launch across new global markets, our client wanted to understand the key drivers to gifting outside of traditional occasions and attitudes towards our client’s product as a gift. Local cultural insight was critical in highlighting local perceptions and fed into development of recommendations. We produced clear, actionable insight and guidance on how to approach the markets in scope as well as general considerations before exploring new markets.

A large fast-food chain wanted to understand consumer perceptions of their category and them as an employer, and how they compared to competitors. Through analysis of a quantitative survey, desk research, semiotic analysis, consumer groups and employee interviews, we determined how the brand could change perceptions of their industry and attract talent to their team.

Our client wanted to establish new supplementary revenue streams from their existing audiences. Through analysis of extensive digital ethnography and a series of innovation workshops, we developed a variety of brand appropriate ideas currently being developed for release.

Understanding daily lifestyles and eating habits including issues such as shift work, eating while on the go, alongside awareness of possible health issues. Magenta developed guidelines for a resource that was going to get noticed and provided a call to action to change behaviour before the onset of diabetes.