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Your customers are trying to tell you something and if you want to grow your brand it is important that you listen. Unfortunately most of your customers won’t often tell you things directly.
It is BrandHook’s job to find out what your consumers are really ‘saying’ and we go into their ‘place’ to explore those answers.
Talking to your tribes, your customers, in their own environment means you can watch and probe into the world around them. Participating in, rather than spying on people, changes the whole investigating process. We practice this approach regardless of whether we are face to face with the people or engaging with them online.
At BrandHook we will find the gaps, the disconnects, the things that keep coming up that don’t always make sense. We learn as much from what isn’t said, as what is. Being in their space means we can probe on things we see and not just what is said. This will unearth a more powerful consumer insight.
And only once we have truly uncovered that key thought, can we then drive meaningful creativity and innovation…and discover your brand hook.
We are very practical people at BrandHook. We don’t like big, long reports that detail every movement and every word. We like to show you the key consumer nuggets that will help grow your brand. Our insight approach is very simple and we build the best team available based on the problem at hand.
We have structured our process so that it’s pick and mix. If you want the full monty you can have that or if you want a less fleshy version, you can have that too.
The Market OpportunityBased on the brand heritage, understanding from the business stakeholders and clarity workshops, we start to build the brand hook.
Utilising our online and offline tools and always with an ethnographic swing, we unearth the insight inside and outside the business.
Ensuring the brand is relevant with what is going on in the market place and identifying the gaps and opportunities.
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We believe that all clients are unique and so are their business objectives which is why we have a consumer toolbox with a product suite designed to cover all your brand, insight and strategy needs. These products are tried, tested and proven to deliver meaningful and actionable results within your business. Click below to see which product suits you best.
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Market Readiness Tool™Our Market Readiness Tool™ helps business and brands to create innovations quickly using global trends, employees and presumers, then refining and developing those ideas with your ideal consumers. We then launch with the knowledge that the business is meeting an unmet consumer need and is driven from employee cooperation and insight. Whilst the idea is in development, we are able to track, refine and better the innovation in real time to ensure optimal success. It is a great way of understanding how to either smash through The Habit Loop or help customers adopt your product as their ritual.
Brand Strategy DevelopmentBranding is today’s currency and brands have changed the way people behave. Buying them is often driven by a need to belong. They help us navigate through life by giving us structure and meaning. Brands must have a point of differentiation, a brand hook. Your hook is your brand essence, your brand DNA, your brand uniqueness. It’s the vision that guides how each brand behaves at every consumer touchpoint from advertising to product range and store look. It’s the spirit of the brand that should evolve and grow to stay relevant for your consumers. It’s the delight that you give your consumers. When a brand needs refreshing or reinvigorating, BrandHook has a number of proprietary tools to capture your brand’s essence.
The BrandHook Innovation ProcessWe strongly believe the key to profitable and sustainable growth is to find new insights and breakthrough ideas. Facilitating a culture of innovation is about creating a system that allows ideas to collide, connect and create new forms. The start of our innovation process is for you to share blue sky ideas with us and work with us to translate them into consumer centric ideas. Using The Grapevine portal, our approach to innovation is anchored in co-creation, working collaboratively with the client’s staff and customers to invent (and keep inventing) a new future with them, rather than for them.  Home Tribes Sessions To really understand what makes your tribes tick, we believe it’s important to go into their world. If we are trying to understand how they feel about clothes, we rummage in their wardrobe, if we want to build a picture about why they buy different cheeses, we stick our heads in their fridges. Because it’s hard for all our clients to come, we film everything we see and edit little films to demonstrate the key insights.The Grapevine BrandHook has created The Grapevine, an online community platform, moderated by insight specialists, designed to give clients continual access to the relevant consumers. This product is very exciting. It allows your tribes to freely express themselves online resulting in honest and complete feedback. We go beyond surveys and online bulletin boards to help you understand your customers’ thoughts and emotions as they happen.Social Media MeasurementOur approach to social media measurement is to build on the existing listening tools and provide research insight above and beyond word clouds and sentiment. Through socially opt-ed in communities we combine what people are saying in their social networks with the qualitative insight gained from the Grapevine community. In addition, we’re able to identify the demographics, attitudes and behaviors of early adopters and influencers within the social networks. We use this information to recruit like- minded people onto The Grapevine. This is where we leverage their knowledge and ideas for discussion and co-creation allowing you to understand what people are saying, thinking and doing socially. Brand Temperature Test The Brand Temperature Test is a 15 minute online survey that measures Brand and Product Awareness, Brand Interest, Brand Attitudes, Current and Potential Brand Interaction versus Actual Behaviour, and Brand Advocacy. We try to run this test pre and post some activity to see if there has also been a difference in Brand Perception and what return you are getting on your investment.Product Play We combine quantitative and qualitative research methods to gather insights into what your customers think about your products. If you are interested in how your brand or product is fairing in respect to taste, quality, or performance for example, then Product Play will give you answers.We start with a pre-questionnaire before the tribes start playing with your product, then some after-play questions which help understand their view and finally, a filmed qualitative interview with tribe members to probe into why they think what they think. We take photos and film the conversations so you also get a navigated story. Clarity Workshop Usually run over a day, this workshop is designed to help address any challenges in the business. We use a number of creative techniques to encourage innovative thinking and by the end of the session we help provide clarity and an inspired path forward.Communications Planning & Tracking Once we have identified the consumer insight and mapped out the consumer touchpoints, BrandHook will build the Communications Platform and the Plan to execute that idea. When it is in place we will also track its success.Tribe Segmentation Studies A attitudinal segmentation study can help business realise where the opportunities are for growth. We will build a framework of your customers and non customers centered around their attitude to life and your product which helps you build a plan to converse with them.Insight Training Our insight approach is very practical, very real and very actionable. In fact, we like it so much that we would like to teach you how to use it. So here’s how it works. We come to you around midday.We run through some theory but focus on the practical and then we venture out to sit with your consumers in their homes and watch, listen and ask. We meet back in the morning for strong coffee and some interesting debate. Finally, we build a presentation that tells the story of your key tribes. Market Research With a full suite of traditional and innovative quantitative and qualitative methodologies at our disposal as well as a team of leading researchers. In the case where our existing products might not address your objectives, BrandHook is able to provide bespoke research projects where we align your business and research objectives to the actual research, ensuring it actually delivers insight within your business and isn’t an unread document. |
Years ago businesses realised they needed to understand what made their consumers tick and market to them accordingly if they were going to grow. Yet those same organisations still haven’t realised that if they want a productive workforce they also need to understand the people inside the organisation.
As insight specialists we decided to help them by creating our workers segmentation called Like Minds™. We reviewed all the tools available to ‘profile’ people and none of them focused on what people valued at work. The work of Schwartz & Holland told us that if we understand what our people value at their core, we will know how best to motivate them. And it has been proved that a happier more motivated workforce… works harder.
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The Big PictureWe gather data to look at what is going on in your area or region. This sets the norms and helps build a bespoke Workplace Happiness Program. Eye Opener SessionsRunning stakeholder interviews to understand what your people value at work. Identify Your AdvocatesLike any great marketing campaign, the business must identify the advocates to help drive change within the organisation. Like Minds™Our very own employee segmentation study which looks at what your people value at work. Motivating people on what is important to them at their core proves that they will be happier at work.. and happier people work harder. We have developed seven work tribes based on 7 key values. Using these tribes we have also developed an Ideal Workplace Ecosystem and a Workplace Happiness Index.
IdeaPedia™Previously know as BrainWave™, IdeaPedia™ helps your people be involved in business solutions and provides a structured way of gathering internal insights. And we know from Pfeffer and Veiga (1999) that getting talent creating ideas increases business performance. After activating IdeaPedia™ businesses have the clarity on the preferred ideas for implementation that is often the beginnings of a structure innovation program. |
Stephen Loftus, Global Innovation Director, Accolade Wines
We’ve worked with BrandHook on a number of projects over the last two years, the main being their Online Community product – The Grapevine. As a methodology built to support the Innovation process, it has supported much of the new product development work at Accolade and the ability to listen and get feedback from our global community 24/7 enabled us to launch consumer-driven innovation at speed into multiple international markets
Hamish McKenzie, ex R&I Manager, AB Foods
BrandHook’s work was first rate. It enabled us to make an informed decision about a communications piece at a time when we were investing in a new and untested route. Their experience and expertise in this area was clearly evident. I would recommend them to any business looking for actionable insight.
Simon Ratcliffe, Operations Director, The Just Group
As a group, we wanted to understand our customers perception of the quality of our brands and our competitors. Using Product Play our tribes defined what quality means to them, completed a blind test and ranked all brands based on quality and value for money.
This study has reshaped our quality process. Working with BrandHook means we now have a consumer understanding of how to evaluate the quality of our products, we have a new pricing model that costs garments based on our consumers perception of quality and we know how well we sit against our key competitors.
Jason Murray, Former CEO The Just Group, Now CEO Pepkor
Just Group has used BrandHook to gain a deep understanding into the various consumer tribes within many of our retail brands. For each project, Pip and her team have tailored their various products to deliver robust and clear insights that have helped move our brands forward.
Sweta Ghelani, Former Brand Manager GSK, now Senior Product Manager, Novartis Pharmaceuticals Australia
I worked with Pip and BrandHook when I was the Sexual Health Brand Manager at GlaxoSmithKline. Pip was a pleasure to work with and was able to quickly identify that we needed to segment and target our market based on real customer insights. Pip’s unique and participatory approach really enabled us to get into our customers hearts and minds. These insights really challenged our assumptions and changed the way we thought about our business. Once we analysed the ROI results of our campaign it was estimated to be double that of the previous year. This is the value of working with someone like Pip to uncover true customer insights.
Helen Allegos, General Manager Marketing – Fast Fashion. Jay Jays, Dotti & Portmans Manager, Portmans
BrandHook has been a collaborative partner in defining who the Portmans customer is and bringing them to life through an intensive in home program. We were able to see, hear and watch the things that are most important to our consumers, by rummaging in their wardrobes and gaining greater insights into not only the importance of fashion but also the relevance of the Portmans brand in their worlds.
BrandHook’s greatest strengths is its ability to unearth real consumer insights in a timely and efficient way, resulting in brand strategy that is meaningful and has the potential to deliver real impact to the bottom line.
Trudi Sampola, Strategy Director, OMD, now Managing Director, IKON
Working with BrandHook is like a breath of fresh air. Pip’s refreshingly honest in her approach and fantastic at bringing stakeholders into the process and ensuring everyone feels a part of her work. OMD worked with BrandHook on a consumer insight project for BUPA and it was a pleasure working with such a slick qualitative insight operator. The process was swift, laden with learnings and helped take us into a rich communications territory. I would thoroughly recommend BrandHook for top quality consumer insight work.
Kathy Cocovski, Director, Just Jeans
Being customer centric, I wanted to gain a better understanding of what our consumers thought of Just Jeans. We embarked on a segmentation study first and then a series of in home tribe sessions.
The insight development by BrandHook has assisted in providing clarity, definition and structure to the Just Jeans business. We understand the Just Jeans customer and what is important to them, which a allows us to us to formulate a strategy with confidence.
Jonathan Spiers, Former National Product Manager, BUPA now Head of Mortgage Solutions at National Australia Bank
Working with Pip in 2005 was a breath of fresh air for BUPA. At that time, we had a static customer segmentation that Pip brought to life through an attitudinal quantitative study and a range of qualitative sessions. The deep insights that resulted were invaluable for new product development from then and beyond.
In July 2011, Paul Dixon and Pip Stocks merged their businesses together to form the new and improved BrandHook. The synergy of innovative methodologies and a commitment to delivering actionable business growth allowed a seamless business transition and now BrandHook continues to deliver strategy and insight with the groundings of robust market research.
Pip Stocks is not only a creative and confident strategic thinker and brand developer, but also an entrepreneur. She is the founder of BrandHook and names SBS, GlaxoSmithKline, CSL and The Just Group in her client list.
Pip was educated in Australia but trained in the UK. Pip is a skillful communicator with strong analytical skills and has a keen eye for brand opportunities.
Pip has worked on both agency and client sides of the business spending 10 years in the UK. She started her career working on HP Foods, Jaeger, Beacon Gas and Transition Lenses and moved onto running Proctor and Gamble’s Hugo Boss fragrance business for Grey Advertising. She was then appointed as Marketing Manager for a new Virgin launch, Virgin Home working on a Branson start-up bringing a better deal to all home essentials. In the last 12 months of her tenure in London, she ended up as the Head of Strategy for all four brands in the London Electricity house.
Before starting Brandhook, Pip fulfilled the role of Brand and Communications Strategy Director at Carat; a highly successful international communications company. There she undertook extensive consumer insight work and brand and communications planning for Cadbury Schweppes, Fonterra, Nintendo, Just Jeans, HBA, and GlaxoSmithKline brands. Pip is actually looking for a bigger house to accommodate for all the freebies she has gotten over the years.
Pip holds a Bachelor of Business (Marketing) and a Bachelor of Arts (Psychology) from Monash University and has undertaken extensive training in insight gathering and strategy development.
She used to play the flute at school and occasionally gets it out after a few wines.
Paul has a long and established background in market research, working in Australasia, the Americas, EMEA and the UK with clients that included Microsoft, The International Herald Tribune, Royal Bank of Scotland, O2, Tourism Australia and Virgin Money, to name a few.
While in the UK, Paul worked as the Global Managing Director for the online fieldwork company, The iD Factor and full service agency, iCD Research. With a specialism within online research and strong qualitative background, Paul spent the last 5 years developing and delivering innovative methodologies and techniques to ensure the delivery of client business and research objectives.
Within Australia, Paul heads up Melon Research, an online research consultancy that draws on its international experience and reputation.
International accolades for Paul are listed below:
Unfortunately he has a phobia of cotton wool balls or sidonglobophobia as it is professionally known.
Sarah holds a Masters degree in marketing and is skilled at uncovering consumer insights which trigger product and service innovations. Sarah loves to travel and spent 5 years in India working on campaigns with Virgin Mobile, Procter and Gamble and Reckitt Benckiser. In the office Sarah likes to sing along to the radio. Sarah is not a good singer… We also call her The Bug and we are not entirely sure how much she likes it.
The Bug has worked as a marketing manager and consultant, and her expertise covers international business, branding, research and innovation.
If there was one word to describe Kellie, it would be organised. Kellie not only coordinates the project management side of all our projects but the whole BrandHook office. She would be responsible for the coordination of the project and the project team and has one eye for details and one eye for processes. We often wish we could be more like Kellie.
Anita has an honours degree in Natural Sciences and brings her scientific mind to the BrandHook office. Anita’s background is in quantitative research, having worked at a major quant agency in the UK for 2 years. She has worked with clients such as Shell, Philips and O2 mobile. She enjoys helping brands improve their customer offering by providing insights and strategic direction.
She is also BrandHook’s resident Brit who enjoys knitting, drinks a lot of tea and is now known as Lady Grey.
Jack is our new Business Analyst. As well as working for BrandHook, Jack is studying his Bachelor of Business (Marketing) at RMIT which means we get the latest thinking and he gets practical experience. He is passionate about marketing, consumers and sport!
In fact he is currently playing footy for Williamstown FC at a VFL level and loves talking team strategy with Paul.
Natalie has over twelve years experience as a qualitative specialist. Natalie has a commerce degree from UNSW with majors in Marketing and HRM and completed an MA in Social Inquiry at UTS in 2007. Prior to beginning Redrollers Research in September 2004, Natalie worked as an Account Director for Heartbeat. She also worked with Galileo Kaleidoscope and in the UK with a specialist youth brand development research group known at the time as Informer. She completed her research traineeship with CM Research, now known as TNS, between 1996-1999. She is a full member of the Australian Market and Social Research Society as well as being a member of the Association for Qualitative Research (UK).
Over her career Natalie has conducted many qualitative research projects including studies regarding brand identity, positioning & proposition development & evaluation. As well as, new product development and communication testing for clients such as: 3, University of NSW, Volvo, Open Universities Australia, Fitness First, Sci-Fi Channel, Amnesty International Australia, MyTickets.com.au, Triple J, Xbox, Bacardi, Vodafone, Cancer Institute NSW, Johnny Walker, Portmans, Big W, eBay, Jack Daniel’s, Climate Friendly, PayPal and WWF. She has worked with a range of methodologies from video ethnography, mobile diaries & cultural probes, accompanied shops, to more traditional modes such as focus groups and depth interviews in home or offices.
Natalie has experience working across a range of demographics from kids and teens, mums & dads, grandparents, small business owners through to senior corporate stakeholders. She is also very pleased that a red head is running the country.
Brush your teeth, wash your face… and head to Muffin Break?
A study has found that Muffin Break is the most ‘habitual’ brand, meaning consumers are most likely to engage with this product on autopilot. The study also found 65% of women were loyal to products that they liked, women are still responsible for 85% of purchasing decisions and 46% of consumers’ daily lives were driven by routine and habit.
See the full article from Marketing Magazine
BrandHook study reveals consumers purchase brands on ‘autopilot’ – 46% driven by routines
A recent study conducted by brand strategy and consumer insights agency BrandHook, has revealed that consumers purchase brands on autopilot with 46 per cent of consumers’ daily lives driven by rituals and routines.
See the full article from Campaign Brief
Obey, consume: Keep consumers plugged in
Go big, go small, go targeted, go broad… Everyone seems to have a different opinion on how to do effective advertising. But whatever you do, don’t let them wake up – like Roddy Piper and his ‘truth sunglasses’ in They Live, or Neo taking the red pill in The Matrix.
See the full article from Ad News
Brand loyalty is largely influenced by habit, according to a study conducted by Australian-based consumer insight group BrandHook.
In its Rituals Report, BrandHook surveyed 1,000 consumers and found that 46% of respondents indicated that their daily habits drive their shopping choices.
See the full article from Loyalty 360
Keep them sleepwalking back for more
Late last week, Old Taskmaster read some interesting research from BrandHook that shows 46% of our purchasing decisions are driven by habit.
It makes sense. In those few hours between when we’re at work and when we’re asleep, most of us have better things to do than think about household products.
See the full article from Start up Smart
See the full article from Newstrack India
I know what I like: why most of us stay true rather than think outside the square
You may think you are an exciting individual, but chances are your consumer habits are making you ”astonishingly boring”.
A new study has found the daily habits of 46 per cent of consumers drive their shopping choices, steadfast in their brand loyalty.
See the full article from The Age
I know what I like: why most of us stay true rather than think outside the square
You may think you are an exciting individual, but chances are your consumer habits are making you ”astonishingly boring”.
A new study has found the daily habits of 46 per cent of consumers drive their shopping choices, steadfast in their brand loyalty.
See the full article from Sydney Morning Herald
Only a big life change will alter shoppers’ routine road to checkout
THE average Aussie operates on autopilot for half their day, with mums the biggest creatures of habit, a study has found.
Routine rules our lives, from drinking coffee to diet, banking, social networking and the restaurants we visit, consumer research reveals.
Address: Level 4 409 St Kilda Rd, Melbourne 3004
Telephone: 03 9077 7887
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