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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.
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.
Firstly, we like to understand where your business is today. We often conduct some desk research and review your current consumer findings. If we need more we will run one of our Commercial and Ideas Workshops and often we conduct Stakeholder Interviews. There is no better way to discover what the people in the business think than by talking to them directly.
This is when we go and talk to your tribes, the people buying and sometimes the people not buying your brand. We have a full Toolbox that we rummage through to work out the best way to converse with your consumer and uncover how they think, feel, do and want.
After reviewing all our learnings, film watching and editing, discussions and heated debates about the key issues, we come to you with understanding, strategic recommendation and an action plan.
Using our Brand Temperature Test we dip into your consumers’ lives a few times a year to gage the success of the business through their eyes.
Making regular contact means we can look at what your tribes say they are doing, what they say they want to do and compare that with what they actually did do when interacting with the brand.
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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. |
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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. |
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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. |
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The Grapevine 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. We can create diaries, assign photo exercises, ask questions (and probe on participant responses), present stimuli, engage participants in group discussions. It allows you to go a lot deeper into your consumers’ hearts and minds. |
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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. |
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Brand Strategy Development Branding 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. |
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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. |
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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 centred around their attitude to life and your product which helps you build a plan to converse with them. |
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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. |
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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. |
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Brain Wave This is an ideation portal to harness the thinking and ideas from your talent pool and link these back to solving your business challenges. You can empower your workforce or your customers to be actively involved in solving the business and organisational challenges and you will capitalise on the intellectual capacity that exists around your business. |
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.”
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.”
Jason Murray, ex CEO, The Just Group
“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.”
Trudi Sampola Strategy Director, OMD, now Founding Partner, fivefootfour
“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.”
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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.
We have a strong network of Collaborators who we draw on to put together dedicated teams to bring you the very best experience on each and every project. We work with a wide range of associates, and below are just a few examples of our network.
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.
Diem is currently studying her Masters of Organisational Psychology at Monash University. As well as lecturing undergraduate First Year Psychology students at Monash, she is a gun for hire.
Her advanced data analytical skills and sound knowledge of research methods and associated measurement issues relating to recruitment, employee attitudes, talent management and career development are utilised by a number of brands. Other than BrandHook she works for Jetstar, Inventium and Livium Consulting.
She is fiercely independent and has a keen interest in caring for her new dog.
Lucy holds a Bachelor of Arts (Media and Communication) majoring in Public Relations and an Advanced Diploma in Interior Decoration and Design.
She is a fabulous communicator and and helps manage the consumer insight projects for the Just Group. Her other skills include consultation with consumer groups, implementing qualitative and quantitative research for a range of clients and undertaking stakeholder interviews.
Before moving into consumer insights, Lucy worked extensively in PR increasing brand awareness for brands such as Victorian Senior Festival, Urban Ugg Boot and Framing to a T. She is young, hot and into fashion.
Hannah is currently studying a Bachelor of Arts (International Studies) and a Bachelor of Business (Marketing) at Monash University. For the past two years she has acted as the BrandHook assistant on several projects and is enjoying the ability to apply what she’s learning at university in the practical field. She doesn’t smile very often but is not unhappy.
PhD Marketing (Lancaster), Associate Professor of Marketing at Melbourne Business School, Melbourne University.
Mark Ritson is an Associate Professor of marketing and regular columnist for Marketing Week. He has taught brand management at London Business School, MIT Sloan, the University of Minnesota and Melbourne. He is an acclaimed MBA instructor having won the teaching prize at all three of his last schools: LBS (2002), MBS(2008, 2009), MIT (2009).
Mark has worked extensively as a consultant for some of the largest brands in the world. His former clients include McKinsey, PepsiCo, Eli Lilly, Johnson & Johnson, Baxter, De Beers, Ericsson and WD40. For eight years he has also served as advisor and in-house professor for LVMH – the world’s largest luxury group – working with senior executives from brands like Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy.
In 2009 Mark was PPA Columnist of the Year and his more scholarly publications include articles published in Sloan Management Review, Harvard Business Review and the Journal of Consumer Research. He won the 2000 Ferber Award, one of the most prestigious Marketing prizes, for his Ph.D dissertation on the social uses of advertising and his research on pricing was cited in the acceptance speech of the winner of the Nobel Prize for Economics.
