French marketing research looks abroad

Mark Whiting, Research Director at Hennessy, was quite content with the support he got from French marketing research agencies. He pointed out that 99% of the cognac brand’s business was conducted outside France, and he therefore could not expect to find everything he needs among French agencies. What drives his desire to work with a particular agency?¹⁰

Above all, I’m looking to work with agencies who understand the business issues which concern us and who can make recommendations as to how to solve those issues, based on the research data that they have collected. This means searching near and far, so sometimes I find what I’m looking for in France, and sometimes I use agencies in the UK, the US and Asia.

Researching international millionaires

In presenting the findings of a study for the Swiss Bank UBS (www.ubs.com), Spring Research (www.springresearch.co.uk) delivered a one-day workshop that brought together over 30 stakeholders from Publicis Starcom (UBS’s media partner) and UBS teams. This grouping brought together a broad mix of experience and creativity. Spring wanted to hold the session in a climate where people felt confident about themselves and could work well with one another. It picked a comfortable, relaxed hotel in Zurich that allowed freedom of movement. Spring arrived early to dress the room with insights, images and stories of individuals who took part in the research as it wanted the environment to act as a stimulus. All workshop participants were given an HNWI (High Net Worth Individual, the type of participant the research project had focused upon) in advance of the session and asked to spend time thinking about this person’s needs, wants and desires. The workshop began with objectives for the day and a quick introduction on the state of the market. Spring then asked the workshop participants to really get into the minds of the HNWIs. Each was asked to get into character and then form into teams of eight people. In their teams, each individual was asked to introduce themselves before being interviewed by a journalist from ‘The Examiner’ (a fake national newspaper), who was tasked with finding out as much as possible about them and their colleagues. Each team was then asked to put together a ‘front-page story’ that would give the world the inside scoop on the audience’s lives. Each team was then asked to present its story to the rest of the group. As well as the individual consumer profiles, the teams put together verbatim comments and six short films to bring to life individuals and key themes. There was some reluctance about role playing before the event, but for many it ended up being the most rewarding element as they really got into the minds of the people they wanted most to reach. The level of involvement generated through this approach ensured greater ownership and commitment to the outcomes of the research from UBS and Publicis Starcom, and really helped introduce consumer insight directly into the ‘bloodstream’ of each organisation. It also enabled Spring to fast-track ideas as the right people were in attendance, so the session worked as an effective means of taking key decision makers on a journey that led to consensus and an agreed forward direction that was able to be acted on immediately.