Latest Trend Reports
Our monthly trend reports are designed to look forward at emerging cultural trends. These reports uncover how society, consumers and communities are changing, we identify signals of changes and provide insight led implications for brands.
Free to download – just click to download the report. If you would like a free briefing session to talk through the trend and implications for your brand, please contact us.
Reimagining Education – Culture of Learning
Increasing automation and technology is placing more human skills in the spotlight. Critical thinking, leadership, adaptability, creativity, emotional awareness and collaboration are mandatory workforce skills as the nature of work continues to evolve rapidly. Check out the latest Trend Drop Report focused on the changing education and learning landscape.
Alternative Fun – Culture of Entertainment
People are trying to find new forms of entertainment as a manner to bring some joy and happiness amidst a global multifaceted crisis, where economic uncertainty inflation rates, growing inequality, political shakings and a rapidly changing climate complexity intertwine. Our latest Trend Drop report explores the cultural shift towards alternative fun.
The Wellness Revolution – Culture of Wellness
Todays consumers consider wellness from a broader and more sophisticated perspective, investing in brands and services relating to body, mind, nutrition, beauty and beyond. We dive into cultural themes of emotional wellness, back to nature, tech-driven wellness with case studies and latest consumer evidence.
The Fluid Culture
Recent disruptive events made us obliged to deal with uncertainty, complexity, and chaos in new levels.
In a scenario where nothing is certain, a Fluid Culture emerges as an antidote to cope with challenging and unpredictable times. Download the latest Trend Drops to explore the Fluid Culture.
Retail Shopping Trends in COVID – Challenges and Opportunities
COVID-19 has revealed challenges but also opportunities to redefine brand, communication and sales strategies based on emerging customer values and behaviors. This Trend Drops report looks at shopper and retail cultural changes in Australia and internationally.
The Tipping Point Era – Culture of Sustainability Trend Report
Environmental sustainability trend report deep dives into the consumer evidence of cultural change and impact in Australia resulting from the ‘Tipping point era’. Read the latest signals of change, brand case studies and insight LED data.
The Great Reboot – Culture Change Trend Report
Cultural change trends in Australia resulting from COVID-19, insight led consumer impacts and themes for brands and advertisers to connect with the new post-covid consumer.
The ‘Great Reboot’ explores the post-COVID cultural changes to the way we live, our changing attitudes and behaviours.
Re-emergence Sydney and Melbourne Poll
Quantitative market research trend report conducted amongst 500 community members in Melbourne and Sydney looking into changes in shopping behaviors and expectations post-lockdown.
Case Studies
We’ve worked with businesses from all industries from retail to energy, view some of our case studies.
Funtastic Toys
New Product Testing
The Challenge
Funastic was needing to test new products and validate the opportunity for new toy products and ranges. The business needed to collect feedback from parents and their children to inform the product concepts, product design aspects and usage occasions. There was a role for qualitative research to inform the product optimisation to ensure the product met the user and the purchasers needs, and quantitiative research to provide robust data to support the retail sell through.
Insight Led Solution
We conducted regular product testing consumer workshops at Funtastic head office, inviting parents and child to attend the toy testing workshop. Children were involved in using the product through their interactions with the toys and providing their feedback to the experience. Parents feedback involved aspects of the product considered important, drivers and barriers of purchase.
The concept was then optimised and tested amongst a nationally representative sample of the target market to validate purchase intent, pricing and packaging.
Lorna Jane
Customer Survey
The Challenge
Lorna Jane USA website diagnostics had identified that regular shoppers had reduced their purchase frequency online. There was a need to understand the reasons driving a change in online customer behavior, identify any issues with the website experience and identify opportunities to drive customer engagement.
Insight Led Solution
We were commissioned by Lorna Jane to conduct a large scale customer survey to understand feedback from recent website visitors about their online experiences. We designed the online survey which was distributed to a representative sample of online shoppers in the USA, The research findings were used to inform the online optimization of the Lorna Jane website and improve the customer experience. .
Britax
Product Testing Qualitative evaluation
The Challenge
Britax were launching a new car seat into Australia leveraging new technology. There was a need to understand the consumer reactions and perceptions to the new car seat concept and prototype, identify drivers of purchase and barriers in order to optimise product design, packaging and positioning.
Insight Led Solution
We conducted a series of double depth affinity pair interviews amongst the target audience, representing different buyer groups and focus groups were also conducted.
We simulated a shopper experience in the research room with competitive products and the new product to recreate the experience for customers, and observe the towards the new product. The research informed product design, product branding, naming and positioning focused on point of difference
Nintendo
Quantitative customer study
The Challenge
To understand consumer feedback towards the Nintendo Switch console to identify opportunity to expand the market to Parents and Millennials, beyond the traditional gaming consumer. There was a need to measure the level of product awareness amongst key audiences, competitive position and assess the opportunities for growth.
Insight Led Solution
We designed a quantitative nationally representative study amongst parents with children aged 5-14 years to understand awareness, interest, drivers and barriers to purchase amongst the prospective target market. The survey was also conducted amongst the Nintendo Database to compare and contrast the general population compared to Nintendo subscribers.
Focus groups were conducted following the quantitative study to explore the benefits that the Nintendo Switch delivers which are relevant and motivating. Insights informed the product strategy and marketing approach for Nintendo Switch.
Australian National University
Qualitative online forums
The Challenge
ANU identified a need to validate the engagement and appeal of a new communications campaign that would ensure the message and concept would drive enquiry and build brand awareness.
Insight Led Solution
Concept testing was conducted amongst prospective and current students to inform the new communications campaign and website. Research insights were used to inform the creative development of the campaign.
Universities Australia
Qualitative online forums
The Challenge
Universities Australia and their creative agency needed to develop a compelling campaign platform for Universities Australia to support for their mobility campaign amongst the target audience of university students considering studying overseas. There was a need to uncover insights into the brand proposition and test creative territories.
Insight Led Solution
Qualitative online forums were conducted amongst University students who are considering and interested in study abroad program. Recruited via telephone, based on screening criteria.
The equivalent of 5 focus groups (38 respondents) participated in the online forums, representing Melbourne, Brisbane and Sydney
Insights uncovered informed the study abroad campaign and website assets for Universities Australia.
Adelaide University
Quantitative Research
The Challenge
Adelaide University had a need to understand the appeal of their MBA programs to prospective university students and identify the key drivers of appeal to drive enquiry and brand preference.
Insight Led Solution
A large scale quantitative research study was conducted amongst prospective MBA students to inform the MBA marketing program and attraction strategy.
Shelford Grammar
Quantitative online study with geo targeted social media
The Challenge
There was a need to understand the views and perceptions amongst prospective school families in the catchment area for Shelford Grammar to inform the brand positioning and value proposition of the school through marketing efforts.
Insight Led Solution
We designed an incentivized survey geo targeted to postcodes within a 10 km catchment area of the school, reached through Facebook targeting and online consumer panel partners. The study provided measurement on the level of awareness and consideration for Shelford Girls Grammar relative to competitors, identified the brand strengths and important factors for parents when deciding on schools for their daughters.
Education Services Australia
Online customer survey In-depth stakeholder interviews
The Challenge
Education Services Australia creates and maintains a range of education resources and solutions across the education sector to improve student outcomes, enhance teacher impact and strengthen school communities. With the important role that education stakeholders and government partners play for ESA, there was a need to assess the views and experiences amongst stakeholders including Government departments, school and school leaders and partners.
Insight Led Solution
Our ‘Voice of Industry’ study included an online survey to collect and measure ESA performance and perceptions from stakeholders and invite a representative sample of stakeholders to participate in in-depth interviews. Stakeholders provided their views, experiences and feedback about ESA performance, and provided input to the Voice of Education thought leadership topic around the post COVID-19 future of education. The report was shared with stakeholders and metrics have provided a benchmark for future evaluations.
Open Universities Australia
Quantitative Market Study Qualitative Interviews
The Challenge
Open Universities Australia is an aggregator of university courses and degrees, however there was some confusion amongst consumers whether it was a university provider, and many thought you would receive an OUA degree.
There was a need to understand the perceptions and attitudes towards the OUA brand, the learning experience and customer experience when searching for online learning in order to inform and support the business transformation project requirements.
Insight Led Solution
In-depth interviews were conducted amongst online learning students to explore how prospective students make decisions about education providers, which supplemented a nationally representative online survey conducted amongst over 1,000 prospective university students nationwide. Findings informed the business position as a marketplace for online education, that compares and helps you choose which course is right for you. Research findings were used to inform the ‘Frames’ TV campaign and brand strategy to position the brand as a marketplace.
Research findings were presented in the OUA Market Opportunities Overview and distributed to partners to demonstrate thought leadership and drive stakeholder engagement.
Energy Space
Online quantitative survey In-depth phone interviews
The Challenge
There was a need to validate the broader energy industry opportunity for a suite of online resources and products developed by E-Oz Energy Skills Australia for the MAP Pilot Program to inform the commercialization business plan of Energy Space.
Insight Led Solution
In-depth phone interview were conducted with a representative sample of Directors and Head Teachers listed on the E-Oz database that were not involved in the MAP Pilot and those that were involved (50 phone interviews were conducted). Online quantitative survey distributed to all apprentices registered on the National Apprentice Register (over 800 completed surveys). Short phone interviews conducted with employers (10 minute) over 90 employers interviewed. The research informed the business commercialization plan for online resources for the energy industry.
Energy Skills Australia
Stakeholder Research, Student Quantitative Research.
The Challenge
Energy Skills Australia were piloting a 2 year online apprenticeship training program as part of a government funded initiative. There was a need to measure the effectiveness of the new training program and online delivery of education for apprenticeships.
Insight Led Solution
We partnered with Energy Skills Australia to provide the measurement and evaluation of the Energy Skills Australia new training program involving all RTO and education providers for the energy sector. The research project involved quarterly online survey to students involved in the 2 year pilot study, interviews with RTOs and employers. The research findings were used to inform the next phase of the online apprenticeship delivery program.
Vic Recycle
Quantitative Community Sentiment
The Challenge
There was a need to measure the Victorian community support for the proposed container deposit scheme (CDS) and identify the benefits of the scheme which are considered most important for residents. Community research was sought to influence policy decision making from the Victorian government.
Insight Led Solution
A large scale state wide survey was conducted amongst over 1000 Victorian residents aged 18+ years old. The study measured the level for the CDS amongst the community, and qualified the relative importance of benefits of the scheme and identify concerns. The research informed the media and communications campaign to support the community model that relied on multiple operates within one scheme. This data was used to inform the public debate and policy decision making by the Victorian government. The research findings informed the media coverage in all major newspapers and TV news which was driven by the evidence led data from the research study.
Kraft Foods
Packaging and product evaluation
The Challenge
Kraft Foods were exploring the opportunity to develop a new product to target the health and wellness consumer. There was a need to understand the appeal of the product concept, the packaging design & on pack communication that delivers the strongest purchase intent and brand fit.
Insight Led Solution
We were engaged to conduct the a series of online forums amongst heath conscious females to understand the packaging design and on pack triggers that delivered the greatest appeal, purchase intent and brand fit for Kraft Cheese. The online forums reached shoppers nationally, and the findings were used to inform the go-to-market strategy for the new product.
Fosters
Qualitative online forum
The Challenge
There was a need to understand the key barriers preventing trialists from increasing their consumption rates and amongst non-trialists the reasons they had not consumed Carlton Natural.
Insight Led Solution
We were engaged to conduct research amongst consumers who had trialled Carlton Natural, but were limiting their consumption of the product. Truth-Serum conducted a national online forum targeting beer consumers, to understand the reasons why trialists were not increasing consumption rates and identify opportunities to optimise the product, brand and communications. Research findings were shared with sales teams and used to inform the brand strategy for Carlton Natural.
Mission Foods
Sensory Testing and New Product Evaluation
The Challenge
There was a need to understand the consumer appeal and purchase intent for a new range of wraps and new product concepts from Mission Foods. Research was needed to identify the new product concepts which have strongest potential for launch.
Insight Led Solution
We’ve conducted numerous product concept testing studies for Mission Foods, to understand the product appeal and propensity to purchase from the target audience. Product testing studies involve a hybrid approach including quantitative online research targetting a representative sample of category buyers and sensory product testing. Research insights were used to inform new bakery products from Mission Foods, including the Pita bread pockets and breakfast items.
Ferguson Plarre
Sensory Testing and New Product Evaluation
The Challenge
Ferguson Plarre was seeking to collect consumer feedback on the product experience and product proposition for a new range of supermarket products, which would leverage their pastry expertise from their retail stores.
Insight Led Solution
We conducted the sensory and concept evaluation through in-home usage tests amongst regular pie shoppers. The in-home usage tests allow consumers to experience the product in their homes using instructions provided to create a realistic environment for product evaluation. The findings of the research have informed the product optimization, packaging and proposition for a new range of pies in Coles and Woolworths.
Council of Small Business Australia (COSBOA)
Qualitative consultation Literature Review
The Challenge
The small business sector represents a key source of employment in our communities, yet there was limited research into understanding the specific needs of SME employers in delivering positive employment outcomes for people with disabilities.
There was a need to understand the enablers and barriers to overcome, to make it easier for small business owners and managers to employ a person with disability.
Insight Led Solution
The research project was commissioned by the Department of Social Services and 89 Degrees East to carry out independent research amongst small business owners and managers in Australia, in order to inform the potential red tape reduction measures to streamline processes for small business to recruit and retain more people with disability.
The research project explored a range of existing academic literature, industry studies and government inquiries into employing people with a disability to inform its design. A quantitative study was conducted targeting small business owners and managers and an extensive qualitative phase followed with more in-depth consultations with in-depth interviews, focus groups and online discussion forums.
Electrical Trades Union (ETU)
In-depth Interviews Qualitative focus groups
The Challenge
Since privatization of the electricity industry, field operatives had observed and identified a significant decline in the state of Victoria’s electricity assets. The Electrical Trades Union (ETU) wanted to examine the condition and state of Victoria’s Electrical Assets and its potential risk to the Victorian community. Those qualified in the field with substantial experience are considered by the ETU and industry to be experts. The ETU was therefore keen to consult, identify and document their concerns and views.
Insight Led Solution
We were commissioned by the Electrical Trades Union to undertake research amongst industry participants who are registered with ESV (Energy Safe Victoria) and members of the ETU. As part of this project, Victorian Registered Asset Line Workers and Asset Line Inspectors were interviewed using a multi-mode qualitative approach including interviews and on-site focus groups to explore members’ attitudes, experiences and opinions regarding the state of the Victorian Network assets.
Department Health and Human Services
Quantitative Survey Focus groups
The Challenge
There was a need to bolster the workforce in child protection, through an engaging, relevant and motivating recruitment campaign.
The research project was needed to identify relevant insights amongst current child protection practitioners across branches and job levels to inform the Attraction and Retention Workforce Campaign.
Insight Led Solution
We conducted a quantitative survey targeted to DHHS child protection staff and external applicants to identify the barriers and drivers amongst the current and prospective workforce.
These insights were used to inform the communications direction and messaging for the child protection recruitment campaign. A series of focus groups were conducted amongst recent graduates, career changers and the returning workforce to provide feedback on the campaigns and inform optimization.
The ‘We Pledge’ recruitment campaign was developed by the creative agency and DHHS to attract new applicants into the workforce.
Parks Victoria
Intercept visitor survey General population quantitative study
The Challenge
Parks Victoria were trialling an eco-tourism program ‘Canopy’, which is a new way to stay overnight in iconic park locations around the state.
The ‘Iconic Pop-Up Accommodation Pilot’ occurred over a period of three months and aimed to test several designs of low environmental impact Eco Sleeper Pods.
Insight Led Solution
Feedback was collected and analysed from community, stakeholders and prospective park visitors via online surveys to Parks Victoria members, a general population survey and post visitor stay surveys. We hosted the in-situ live survey platform at the Melbourne Grand Prix at Albert Park and Point Nepean National Park where the Pilot accommodation was tested.
Findings from the research were used to inform the go to market decision and communications strategy for ‘Canopy’ and eco-tourism direction.
Olivia Newton John Cancer Research Centre
Brand Communications Research
The Challenge
There was a need to optimise the branding and communication messages for Olivia Newton John Cancer and Research Centre to ensure it is relevant and motivating.
Insight Led Solution
We delivered online qualitative and quantitative research for ONJ Cancer & Research Centre to provide feedback to the brand identity and creative campaign for the center amongst a representative sample of consumers who have been touched by cancer, current patients, their Carers & Families were also interviewed through the project.
The research has informed the brand identity and communications platform for ONJ Cancer and Research Centre
Blue Cross Aged Care
Brand Equity Research
The Challenge
Blue Cross and Sapphire Care Aged Care brands were undergoing an amalgamation. There was a need for an evidence base to measure the brand equity for both brands and identify the brand position amongst the target audience within context of the aged care sector to inform decision making.
Insight Led Solution
We were commissioned to conduct brand equity research which included a quantitative nnationally representative sample of aged care services purchasers and considerers living in the target geographic areas. The study measured the level of brand awareness, knowledge, consideration and preference for Blue Cross and Sapphire Care. Qualitative focus groups were also conducted amongst family members of aged care residents to understand the experience and identity brand insights to inform the unified brand positioning. The research findings informed the brand decision making for the merger.
Star Health
Mystery Shopper Research
The Challenge
There was a need to better understand the customer experience of new private patients and identify areas for optimisation through the booking process to improve the customer journey.
Insight Led Solution
We undertook a qualitative research project to explore the customer experience through a mystery caller methodology. This approach allowed us to understand wait times, information delivery, availability and identify pain points when making bookings as a new patient. The research project was shared internally to inform new process and approaches to improve the new patient booking system and develop a best practice framework.
Australian Nursing and Midwifery Foundation
Member Survey
The Challenge
To understand how Australian Nursing and Midwifery Federation should shape the future direction of the journal and the online content leveraging insights uncovered from the member survey
Insight Led Solution
We worked with ANMF to analyse and uncover insights from their member survey in 2017 amongst a total of n=6011 members. We conducted the analysis, open ended coding of data and reporting on the extensive data set and reported the key insights and findings which identified the opportunity to transition the paper based journey to online to drive efficiencies.
NDIS
In-depth interviews
The Challenge
There was a need to understand the customer experience using the 1800 Contact Centre amongst NDIS participants, carers and providers in order to optimise the service and ensure it is meeting caller needs.
Insight Led Solution
We recruited and conducted research with NDIS participants, carers and providers through an online survey and phone interviews. The research was designed to understand their experiences and drivers of call abonnement. Research findings informed the strategic workshop conducted to identify solutions
Master Builders Association (MBA)
Qualitative stakeholder interviews
The Challenge
There was a need by MBA to understand industry views around what they think makes a quality RTO provider and how quality is perceived, managed and promoted by the executive, administrative and delivery management roles within the RTO, beyond regulatory compliance.
Insight Led Solution
Exploratory research was conducted for MBA amongst a nationally represented sample of registered training providers (RTOs) and university providers to inform a quality indicator program to improve quality outcomes for building and construction qualifications. In-Depth Phone Interviews (20 minutes) were conducted amongst a sample of RTO’s who deliver the Construction, Plumbing and Services Training Package across Australia and an online quantitative survey was conducted nationally. The research program informed the Quality Indicators program design for Master Builders Australia.
Mirvac
Customer Research Qualitative focus groups Quantitative customer survey
The Challenge
Mirvac was needing to understand feedback from prospective buyers about the Jack Road property development. There had been a high level of enquiry from prospective customers, however this had not converted across into sales. There was a need to uncover the drivers and barriers of interest, and test floor plans amongst key customer segments.
Insight Led Solution
We designed the research approach to engage the enquiry database through an incentivized promotional survey which invited people to provide their feedback on the Jack Rd development. Key customers were then invited to the showroom for customer focus groups within contextually relevant settings, and floor plans were discussed for relevance and appeal. The research project identified improvements to the floor plan which would increase appeal to the family segment and key benefits that were considered important by potential buyers which informed the marketing campaign.
Homesafe Wealth Release
Qualitative in-depth interviews Quantitative consumer study
The Challenge
To understand the views of current and prospective Homesafe customers who are aged over 60 years old and own their own homes living in Melbourne and Sydney. There was a need to understand the key messages and benefits that would engage the target audience through campaigns to drive enquiry.
Insight Led Solution
A hybrid research approach was utilised to understand the experiences amongst recent customers who had proceeded with a Homesafe contract, this research was conducted as a series of in-depth interviews.
A representative study amongst older Australian home owners was conducted through online data collection to identify and measure brand awareness, drivers of consideration and barriers to usage.
The research study is informing the communication campaign for the brand to increase relevance and appeal and connect with older Australians.
Carter Grange Homes
Voice of Customer Research
The Challenge
In a competitive new build sector, Carter Grange wanted to understand customer views and experiences amongst current and prospective customers to inform the the future marketing strategy and identify opportunities for brand growth.
Insight Led Solution
We designed a voice of customer research approach for Carter Grange Homes that involved an incentivised customer survey to the database amongst prospective and current customers, followed by a series of in-depth phone interviews with customers who had recently completed their new home build. The research project findings were used to inform the customer engagement and marketing strategy to continue driving brand growth and enquiry.
Adairs
Qualitative Focus Groups In-depth customer interviews Customer Segmentation Brand Health Tracking
The Challenge
Data analysis conducted on the Adairs loyalty program database, Linen Lovers, had identified that shoppers purchase frequency had decreased or plateaued. There was a need to understand the reasons driving this change of behavior, as loyal customers represent a high proportion of overall sales for the store, it was important to understand the reasons driving this change of behavior.
Insight Led Solution
We conducted a range of in-store focus groups held in Adairs stores to create a contextually relevant environment to stimulate relaxed conversation. Shoppers were recruited through the Adairs Database, who had shopped less frequently over the last 12 months and had reduced their spend. Qualitative interviews were also conducted to explore changes in shopping behaviour to target key customer segments. Research findings were used to inform the direct marketing strategy and communication campaign for Adairs to drive differentiation and reinforce quality credentials.
We also conducted segmentation study for Adairs to identify unique segments amongst the customer database and annual brand health tracking.
Kmart
In-store shopper intercept interviews
The Challenge
With new store formats and layouts in the bedding category, there was a need to understand shopper feedback on the new Bedding Packaging and POS to inform optimisation prior to the national rollout.
Insight Led Solution
Our fieldwork team conducted intercept interviews in Kmart stores to understand the impact of signage and packaging for customers in the bedding area, measure the cut-through and helpfulness of the point of sale. The study was used to inform the optimization of the customer experience for pillows and beddings and the iconography on packaging.
Bunnings
Qualitative shopper interviews Quantitative Survey
The Challenge
Bunnings and their communications agency, Brave New Way identified a need to uncover customer insights into the purchase journey for trade customers and outdoor furniture shoppers to inform a strong marketing strategy to drive differential growth and brand expansion.
Insight Led Solution
A hybrid research approach was utilized to explore the customer purchase journey drivers, pain points and channels, and quantitative research was conducted to provide robust metrics. A series of in-depth interviews amongst trade shoppers and outdoor furniture customers were conducted to understand the triggers, pre-purchase journey, purchase and post purchase experience. We designed a custom survey to the Bunnings database which delivered a robust sample of over 1,200 Trade customers. The research findings informed the development of customer journey maps for Bunnings and informed the brand strategy.
Tyrepower
Brand Health Monitoring
The Challenge
Tyrepower identified the need to measure the effectiveness of the marketing initiatives for Tyrepower against key metrics of brand awareness, consideration and preference; to provide a picture of brand health nationally and according to markets.
Insight Led Solution
We conduct the annual brand health tracking research for Tyrepower through recruiting a representative sample of car owners nationally who have purchased tyres. The study measure 5 key brand metrics which are benchmarked each year for the brand against the competitive set. Brand advertising is measured for effectiveness customised for each region. The data is visualized with infographics which are shared with stores and staff to share insights and learnings across the franchise network.
Spotlight Group
Stakeholder Research
The Challenge
There was a need to understand the views and needs from key stakeholders across the business for Spotlight, Anaconda and Harris Scarfe to inform the strategic framework for social responsibility at a group and brand level for Spotlight Group
Insight Led Solution
Working together with marketing consultancy Think Hatch, we conducted a desktop research audit on existing literature on the driving forces and attitudes towards corporate social responsibility in Australia. This was followed by in-depth stakeholder interviews with business leaders to explore views, needs and opportunities to drive alignment. The research findings will inform a strategic workshop and CSR business strategy for the retail group.
