Our work is varied and spans different industry sectors, methods, and audiences. The thing we love most about our job is the constant variety of business challenges and the ability to combine traditional and new ways to meet them.
Pop-up supper clubs, interviewing children in other countries about TV, WhatsApp chat groups, cultural immersions, multi-market quant studies…we’ve done it all and we’re hungry for more!
Our approach to retail and shopper research is bespoke. But at its core, we base our work on the direct link between consumption and purchasing – something that’s all too often forgotten.
While it’s never easy joining the dots between consumer need and in-store activation, our approach has a track record in achieving just that – and we’re always keen to talk about it in more detail.
Research into a brand’s positioning and creative campaigns often focuses on the micro (execution) at the expense of the macro (the message and idea). And that can kill creativity. So we always ask to be briefed by the client and their creative agency so we know what matters most.
Then, in order that people don’t over-think or get primed by others, we focus sessions on first impressions and individual responses before delving into more detail. We often get in touch after the event too so we can see exactly what’s ‘stuck’.
We find larger groups deliver quantity over quality so we prefer to run ‘short and sharp’ sessions that get better results. We also often debrief a day or two after the groups because creatives don’t always have time to wait for lengthy debriefs.
Today’s digital interactions can add real richness to research. And while we always look out for the next big thing, we interrogate the credentials of every tool and platform for each project. Is Facebook better than an online forum? Would WhatsApp suit the audience better than a good old email? Or could social listening deliver more cohesive results?
We particularly enjoy engaging with consumers before or after they’ve attended a research session. And this is where online insight capture comes into its own, allowing us plenty of opportunities to prompt and probe in real time – and feed those insights into any face to face research we do.
All said; we acknowledge that technology only goes so far. If online or mobile research isn’t right, we never add complexity for the sake of it.
Want to explore your pack design? Razor Pack Clinics’ intuitive, structured method can help our clients and their design agencies create packaging that gets noticed for all the right reasons. The focus here is two-fold; context, and clearly understanding natural, spontaneous responses before trying to force reactions.
Talking to kids and teens – and turning chatter into insight – requires expertise. In the last few months alone, we’ve covered everything from kids’ films, teens’ favourite TV channels, soft drinks, vlogging, and snogging.
Our experienced moderators (some of them aren’t even that far off Gen Z in age!) know that the details matter. So we speak to individuals and groups where they’re comfortable hanging out and create energy shifts, tasks, and games to combat those short attention spans and get to the nub of issues.
Our clients might feel closer to their consumers in our ‘always on’, social world – but do they really understand them? Consumer connection can be incredibly simple and yet still effective. Home cook-ups, shop-a-longs, depth interviews, coffee mornings, afternoon teas – you name it, we’ve done it. We’ve even flown people in from the far corners of the world to take part in workshops so stakeholders didn’t have to travel en masse!
It’s not enough to simply create an immersive environment, though. Which is why we never forget the goal or business objective, and always ask for a thorough briefing so our clients’ commercial needs are ‘front of mind’.
We’re globe-trotting more than ever these days. And wherever we work, we promote best practice; ensuring a member of the Razor team spends time with local moderators to brief them, oversee fieldwork and guide local clients.
This not only helps the project run smoothly. It’s an opportunity to properly immerse ourselves in our clients’ category; visiting stores to see products in-situ and checking out the competitors. All at no extra cost.
We’ve made great relationships with partner agencies in a number of different markets now, running everything from kids groups and accompanied shops to online forums and workshops.
The best quant work comes when a client’s and respondent’s needs are balanced to make the research experience inspiring for everyone. So we always aim to create an approach that’s intuitive, human, concise, satisfying and, most importantly, enjoyable.
Ultimately if our clients want agile, focused quant that supports and builds on qualitative insights, we can deliver the information they need. We work hard to create surveys that truly represent consumer opinion. This has led us to develop short, sweet, and intuitive ones that keep respondents engaged – and provide the best results.
Naturally, we work with cutting-edge panel and technology partners so our clients get the highest quality respondents and the best new quantitative approaches. Like our qual debriefs, our quant output is insight-led, visual, and engaging. (In other words, we trawl through all the tables so our clients don’t have to.)
NPD research requires thoughtful consideration and tenacity, a dash of intuition, and a pinch of bravery. No brief or team culture is the same, so we come with an open ear and an armful of approaches and tools to tease out commercial opportunities. Our innovation specialists began their careers in branding consultancies, trend forecasting agencies and as clients in Innovation-led roles, so we know results aren’t just about good BASES scores and internal sell in but ultimately, strong sales and repeat purchase.
Have a read of our latest article in Research Live to find out more.