What makes us strong: In all the markets that we work, we follow a unique approach
We believe that both research expectations and processes need to be adapted to local cultures. The challenge today is how to integrate centralized strategy and policies in a way that makes sense to local markets.
Truberries has developed a unique working model that is built over two principles:
1. Centrally aligned strategy can be fruitful once it harmoniously bridges two initially contradicting needs: the need for a coherent brand strategy across markets and the need of making the most out of local market opportunities.
2. Local insights and market particularities should be incorporated with care in the entire project.
Albania, Austria, Bahrain, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, France, Fyrom, Germany, Greece, Hungary, Iran, Ireland, Italy, Japan, Kazakhstan, Lithuania, Malaysia, Malta, Netherlands, Nigeria, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, Slovakia, Slovenia, South Korea, Spain, Sweden, Switzerland, Taiwan, Tanzania, Thailand, Turkey, UK, Ukraine, USA.
FMCG, food segments: meals, ingredients, snacking, sweets, vitamins
FMCG, non food segments: personal care or household cleaning products
Tobacco (RMC, other tobacco products), e-cigarettes
Beverages: liquors, soft drinks, juices, bottled water, coffee
Telecom services, data services, technological services
Retail Store Experiences
Financial, Banking and Insurance services
Pharmaceutical and OTC products
Energy market, fuel and lubricants
The Client Need
A provider of data services had a significant decrease in sales of a specific service. The client wanted to understand why consumers use less this service. The goal, as defined by the client, was to address the specific segment of customers, asking them to explain their behaviour.
The Challenge We Recognized
Since the specific service usage has directly to do with impulsive behaviour, we have early assumed that the above observed decrease in consumption might happen in a less conscious way. In such a case, customers might be unable to admit that they have decreased the usage of this service, hence it would be impossible to further ask them to explain a behaviour that they are not conscious they adopt!
The Approach
We have designed a two cells Quantitative Research: one cell covering the target with the phenomenon under investigation (Test Cell), one cell with customers continuing to use the service, without any decrease (Control Cell). Assuming that the behavioural shift is more related to the emotional value associated with the data service usage, we have prepared a thorough investigation, concerning usage occasions; both functional and emotional benefits have been investigated.
The Outcome
More than 70% of customers with data service decrease did not admit the decrease! Our assumption was confirmed: consumers a lot of times are not aware of the consumption change they make. Comparing the intensity and the extent to which the emotional benefits were met, we have concluded that the decrease of the specific data service had to do with
a/ a significantly lower incidence of romantic feelings or moments of extreme enthusiasm/ need for instant expression
b/ among early adopters - the fact that other competitive services and providers have gained the most emotional usage occasions, thus the service momentum was seriously threatened.
The above made us recommend only tactical communication to reverse the trend; strategic-wise, it would be more fruitful for the Data Service Provider to early build a range of new services, permitting more interaction: Consumers, once gaining access and familiarity with progressive technology services, they cannot be led to step back.
The Client Need
A milk brand would like to relaunch its pack; hence a number of different options have been developed in mock ups. The client was asking for a Sequential Monadic Test, that is, same respondent to evaluate more than one packs, the one after the other. Thus, a number of same length small questionnaires to be answered, one for each pack scenario. By ensuring same number of views per pack per position, the client was pretty sure that all position bias are eliminated due to rotation effect.
The Challenge We Recognized
We have observed that pack designs under evaluation presented significant conceptual and design variations. However, our observation would not be generated if the comparative context was absent: it was the fact that all packs have been seen together that made us realize this variation. In reality, once launching one pack, no other pack would ever be seen as a possible alternative that was not launched. Furthermore, the client confirmed our assumption that the most impressively looking packs corresponded to higher level of production cost in case of launch. That meaning, we have explained to the client that the methodology of Sequential Monadic Testing implies a true risk: a more impressive pack, once preceding a less impressive one might create interaction bias, which no rotation can eliminate. In such a case, the research would by definition lead to over-estimate the packs that gain impression in comparative context. Thus, the less expensive propositions would be underestimated, limiting the opportunity for cost efficiencies.
The Approach
Since the production costs associated with such an error would be significantly high, we have proposed to the client a more expensive research design, namely Monadic testing, with matched samples. The client could not disagree; however, we were asked to do a mix of methodologies: sufficiently big samples at first position of pack evaluation, permitting us a true Monadic Evaluation by ignoring all other respondent answers, focusing on the ones in first position, while at the same time keeping and analysing the full Sequential Design mechanism.
The Outcome
Two out of 7 packs examined were at same level of consumer appeal and acceptance, the one of them (clearly less impressive if seen comparatively to other more expensive executions) costing significantly less in production! The winner pack, if seen across the Sequential Design results should be rejected from top position: when seen in Sequential Testing, it had statistically lower scores than the most expensive execution; al big gaps in evaluation were coming from its second position evaluations.
The Client Need
The client wanted to find out how to resolve the problem of stagnant sales, for their skin cleaning brand. After two years of increase, the brand had stopped gaining share. In a shrinking pie, this was translated in sales decrease.
The Challenge We Recognized
After a full Brand Diagnostics Test, we have concluded that the concept was working fine, the product was fully meeting consumer expectations and the price was fair. However, we have discovered that concept could do more!
The Approach
We have completed the investigation, by running a Creative Intelligence Programme, through the Open-Squared platform of Truberries. After a number of structured consumer pre-tasks, we have identified that consumers were needing a stronger mechanism of emotional uplift for themselves, when coming in contact with the concept. Freshness and rejuvenation have appeared to be powerful territories, with limitless possibilities to engage. Within our Creative Workshop days, we have re-worked over the concept and have come up with a number of activations to give life to the concept promise.
The Outcome
After the concept relaunch, 45% sales increase has been reached. Most important than that, the brand has unlocked a unique territory, perfectly aligned with its DNA.
The Client Need
The rising spending power of women makes them an undisputable target of opportunity, let alone the fact that they indirectly influence a big number of male decisions. Decoding the many different roles in a woman’s life in the heart of Greek recession (June, 2016) was recognised as a business challenge: the goal has been to acquire a starting point for creative thinking on communication messages, tone of voice and touchpoints, for products that address the female population.
The Challenge We Recognized
Since female role switching is not always conscious, it was supposed and known by academic studies that women experience role conflicts, even in those positive everyday moments; that is why we had to design a methodology that permits to assess both women claims and women feelings, at the same time.
The Approach
We have conducted digital ethnographic diaries, collecting 150 female life occasions: women were assessing moments in which they were admiring their self, for something done or achieved. Part of the process was to upload the moment details, together with their subjective rational single choice on the dominant role they had at that moment (“ Now I mostly am in the role of woman, mother, professional or housekeeper”), while another part of the task was to upload pictures, so as to express the dominant feeling of the moment.
The Outcome
It has been found that those positive moments are mostly generated by the sense of Femaleness (37% of cases), especially among non-working women, for which the role of mother and housekeeper was significantly losing their fair share. This finding is even more important, if taking into account that the role of Femaleness is the one that women mostly tend to put in silent mode, when consciously talking about the key role of that achievement moment: This has been evident through the visual insights analysis that we have conducted, through our platform insPEERation.
The above made us go deeper in our analysis, identifying 21 different roles that women actually play when feeling proud of their Femaleness. There are promising communication implications, for brands that consistently seize opportunities on one or more of the above roles, since the core challenge, in each of those roles is how and how much the brand should reveal the role it addresses, to ensure that no role conflict dynamics arise.
