Leapfrog Research

It's the real thing - 18th April 2011

Coke's new retro ad celebrates the brand notching up 125 years - no mean feat in the fickle world of consumerism. So, during our Diet Coke break we've been pondering why it's succeeded when so many brands simply come and go. Here are our top ten reasons why we think Coke's the real thing:

1. The secret recipe - keeping imitators and me-too brands at bay
2. The iconic bottle design - a visual and tactile delight
3. Youthful - a teen brand, generation after generation
4. Great advertising - everyone's got a favourite
5. Nostalgia - pub gardens and packets of crisps
6. Andy Warhol - putting Coke at the heart of contemporary culture
7. Familiarity - a taste of home wherever you are
8. Availability - it's always there
9. Christmas - when the ad breaks, it's time to get excited
10. The urban myths - it's so much more than a drink

http://www.marketingweek.co.uk/sectors/food-and-drink/soft-drinks/coca-cola-launches-global-125th-anniversary-campaign/3025589.article

“Not a potent tool but part of a highly potent mix” – 6th April

Justin Gibbons in last week's Campaign asked if Twitter can be a potent research tool and our view is, “Yes, of course it can.” But, we also think that face-to-face contact with consumers should remain the lynchpin for most studies – after all, it's what isn't said as much as what is that can be particularly revealing. (Can Twitter be a potent research tool? Campaign, April 1st, 2011). What Twitter can offer is an effective means of contextualising issues and capturing real-time thoughts, adding depth and breadth to our understanding.

The important thing to remember here is that the channels available to us as researchers shouldn't be viewed as competing. Instead we should see them as part of a highly potent mix, each adding their own specific perspective about people, their lives and where brands fit in.

The real challenge in this multi-media, multi-channel world is to identify what's important and what's just noise. So, it's also vital to remember that research is not just about how we reach consumers. It's about asking the right questions, interpretation and opinion. Add in the experience and learning from other markets that a good researcher can bring to bear on findings and you have the recipe for great insight.

Perhaps most integral to a brand's success however is a shift in mindset across the industry; it's time the debate about social media and research moved on from the “mine's better than yours” camp. We're fortunate to be able to garner opinion from a wide range of channels. What we do with them and how they're interpreted should be the focal point from now on.

Leapfrog High – 18th March

Doing something funny for money.

We're having great fun today supporting one of our favourite clients, Comic Relief.

We've gone back to school and here's our timetable for the day:

• 9.30am Registration – fines for inappropriate uniform
• 10.30am Prize Giving – best dressed award goes to Mrs Hewitt, Leapfrog's Art Teacher
• 11.00am Tuck Shop – fines for pushing, hair pulling
• 12.15pm PE – Yoga with Miss Uttley – fines for non-participation
• 1pm – Litter pick – fines for untidy desks
• 3.00pm Leapfrog High Exam – fines for dunces and truancy
• 5.00pm Final bell – school's out and the bar will be open behind the bike sheds

Stop start for Starbucks – 10th March

Starbuck's 40th anniversary celebrations have provided it with the perfect opportunity to hone and fine tune its messaging. For the last decade or so, the Starbucks phenomenon has been driven by coffee on the go, taking the brand out of the hub of its coffee shops and into the hands of its customers, fitting into their busy schedules.

Now the brand is celebrating the internal values that are part of its DNA – sharing, friendship, service and an opportunity to press ‘pause' and relax. This is a blueprint that's certainly bigger than coffee – and is spot on trend as people seek a sense of community and time for reflection in an increasingly frenetic and fragmented world. However, it remains to be seen whether the conflicting notions of coffee ‘on the go' and ‘pausing' can work alongside one another.

A Not So Happy New Year for the High Street – 5th January

Whilst some might be celebrating a bright new start, things are looking less rosy on the High Street according to Marketing Week. The Centre for Retail Research and Kelkoo forecasts consumers will spend an average of £324 less in 2011 because of the VAT increase and that total sales are forecast to fall by £2.2bn in the first three months of the year. In addition, research from price comparison site Gocompare.com found seven out of 10 shoppers will think twice about making big ticket purchases in 2011 amid concerns that the VAT increase, public sector cuts and price increases will hit people's budgets.

We've already heard that HMV is set to close 60 stores after a disappointing Christmas, and that the snow cost Next £22m in December sales. How will the retailers respond to all the doom and gloom? Many like John Lewis are deferring the VAT increase and one thing's for sure, we're bound to see lots of new promotional activity by brands and retailers to encourage us to keep spending. Cross channel activity is likely to increase and putting the customer first will be an essential survival strategy. So for shoppers at least, happy days could be ahead.

http://www.marketingweek.co.uk/sectors/retail/vat-increase-to-hit-sales-by-£22bn/3021913.article

All Aboard! – 22nd December

This year's Christmas party was a magical mystery tour of local hostelries. We hopped on board this lovely old Routemaster and travelled around the snowy Berkshire and Buckinghamshire countryside, stopping at Danesfield House Hotel for afternoon tea and the Crazy Bear at Beaconsfield for cocktail making, dinner and dancing. A jolly good time was had by all, and if you ever need to know how to make a French Martini, give any of us a call. Merry Christmas everyone!

If the price is right – 4th November

So retailers are adapting to recessionary pressures and making their loyalty schemes more relevant than ever according to this week's Marketing. Moving online, new partnerships, smarter data capture are all cited as big developments, and we're sure they are. But what also matters is tapping into recessionary buying habits. Savvy shopping continues apace and people are more discerning than ever. They'll weigh up the real value of loyalty schemes so there's definitely pressure to make sure they add value in a way that's relevant to customers' lives now. If the price isn't right in the first place, many shoppers will look for a better deal elsewhere.

One way that loyalty schemes can stay relevant to shoppers is to offer tailored promotions on everyday essentials, another is to allow the rewards to accumulate so they can lessen the burden of high spend occasions, like Christmas. In both cases, loyalty schemes can help families balance the books, but the rewards are not merely financial. A deeper, emotional response stems from retailers clearly demonstrating they understand their customers' lives.

Another recessionary consideration is the emergence of cautionary shopper attitudes - schemes which overtly encourage overspending are seen as out of step and irresponsible in these prudent times.

In the future, smartcard technology will open up many more opportunities for retailers to add value to their loyalty schemes and further tailor rewards, which is great news for shoppers and retailers, as longs as the price is right.

Holding on to the middle ground – 20th October

So luxury brands like Burberry and Louis Vuitton are recording rising sales and at the same time the likes of Primark continue to strive.

http://www.independent.co.uk/news/business/news/lvmh-boosted-by-luxury-goods-rebound-2107104.html
http://news.scotsman.com/news/600-new-jobs-are-in.6578796.jp

The question is, "Where does this leave brands competing in the centre?". How do they fend off the pincer movement? To trade up takes real courage in a climate of uncertainty, and to trade down might be a one way street with no room to turn round when the good times return. For the volume retailers, do they flex and try to compete across the spectrum or stay true to their mid-price positioning? Thorny questions being pondered at length we suspect. Perhaps the answer lies in finding a distinctive hook which provides aspiration at an accessible price. John Lewis know this and have refused to devalue any part of their offer despite recessionary pressures. And Superdry delivers designer credentials for well under £100. Just shows, you can be in the middle without being average.

http://www.psfk.com/2010/09/superdrys-founder-on-brand-success.html

Is research a career for you? You decide – 5th October

A recent article in Research Live tackled the subject of how to attract young people to the market research industry. http://www.research-live.com/magazine/the-tomorrow-people/4003634.article There were lots of interesting points but somehow it didn't quite capture what we think makes research an exciting career. So after a quick straw poll in the office, here our thoughts on what should be in a recruitment questionnaire for graduates (we are researchers after all).

• Do you like to delve into things rather than take them at face value?
  Research is simply understanding why people do the things they do so an inquisitive mind is essential.
• Do you think the journey is part of the adventure?
  Everyday we navigate our way through a mass of information to pin point the answer or an insight. How we get there is as rewarding as the final destination, even if we sometimes get a bit diverted on the way - it all adds to how we see the final solution.
• Do you enjoy a heated debate?
  There's rarely just one correct answer, so looking at things from all sides, chewing a thought over, stretching it and testing it are our tools of the trade – often over a bit of argy-bargy.
• Do you like a bit of variety?
  Certainly on the agency-side, every day is different. Different clients, different methodologies, different locations, different people, different teams. For us variety is definitely the spice of life.
• Do you raise your game when there's a deadline?
  We have to be able to plan and work hard all the time but if you're someone who knows they get that spark of inspiration when the pressure's on, you'd fit right in here.
• Do you love to travel?
  This year we've been to China, Brussels, America, France, Germany, Brazil, Australia, Japan, Spain, Korea and Russia. And we're off to China and the US again, Taiwan and Turkey in the next couple of weeks. And we don't just see Western hotels, we visit people's homes, we go shopping with them, we travel around with them and we meet their families so that we understand the culture and the nuances of behaviour, market by market.
• Do you want your work to be enjoyable?
  We do, and we make sure it is. We love all of the things we've mentioned so it's no surprise that we enjoy what we do.

All yeses? Drop us an email if you'd like to tell us more. We'd love to hear from you

Travelblog: Volume 1 – Looking East: 1st October

We love to get to grips with local cultures when we travel abroad so here are a few of the things we noticed when we visited Tokyo recently:

• You can sniff but not blow. You can smoke indoors but not on the street. So it's all a bit inside out versus the UK.
• The toilets are hi-tech, electronic beasts, there are more vending machines than anywhere else in the world and gizmos are king. But surprisingly, there's very little chip and pin
• There's hardly a plus sized person to be seen. Perhaps small portions and lots of fish might be the answer to the West's obesity crisis rather than one fad diet or exercise DVD after another
• It's as expensive as you hear, but locally there's talk of tough times and deflation. 100yen shops are a new phenomenon feeding the nation's love of shopping through these recessionary times. With UK High Street brands like Top Shop and The Body Shop making their presence known, how long until Poundland or Primark look east as well?

Imitation: the sincerest form of flattery – 9th September

We know we're not the only ones to notice this but the similarity between the Daybreak and Facebook logos is really quite incredible. And, it's no coincidence we're sure. Facebook is one of the fastest growing brands of recent years, it's part of daily life for many and it symbolises the informal way we choose to communicate these days – no wonder Daybreak wants some associated glory.

But is a more contemporary and accessible image enough to make Daybreak a success? What about the content, does that measure up to what Daybreak's sought after audience wants from breakfast TV? That really depends on what it's trying to do and what the benchmark is. If Daybreak wants to be a more serious and up to date version of GMTV, then the increased news and sport content certainly moves it up several notches. However, if it wants to be a serious contender to BBC Breakfast, and steal some of its rival's audience, there's still a way to go. The Daybreak competitions and games are just as simplistic and gimmicky as GMTV's finest, meaning one foot will always be in the tabloid camp.

If Daybreak wants to imitate Facebook's success whilst differentiating itself from its predecessor, perhaps it could be a bit less like Farmville and a bit more about status updates.

Facebook: saturation or normality – 10th August

Marketing Week reports on Experian Hitwise's research which questions whether Facebook has reached saturation point in the UK. The evidence to support this, they say, is that both Facebook's share of page views and the average session time per user have levelled off. Isn't this more to do with the difference between how people use Facebook when they first sign up compared with when they're a regular user?

Inevitably, the rate at which a phenomenon like Facebook attracts new users will slow down after a while and so new users will account for a smaller share of all users. Average session times are bound to fall. It's those who are brand new to Facebook who spend hours trawling old friends, partners and work colleagues; the rest of us simply use it to keep up to date and in touch with the friends we've already added.

Less about saturation, more about Facebook becoming the norm for more people.

http://www.marketingweek.co.uk/disciplines/digital/facebook-reaches-saturation-in-the-uk-suggests-research/3016831.article

Time up for vouchers? – 4th August

Another day, another voucher arrives in the inbox. Great. Time for a mid-week, family meal out. Arrive at the restaurant with the voucher details on my Blackberry, only to be told it's not valid unless it's printed out and populated with all my details.

Three questions come to mind...

• Why haven't brands realised people receive emails on the go these days, not when they're sitting at their desk with the printer on standby?
• Why do brands harp on about their green credentials and then cause widespread deforestation through unnecessary voucher printing?
• Why do brands need my email details again, when the voucher arrived by email?

We decide it's time to stop buying the deal and to head to our friendly, local pizzeria where the food and wine are considerably cheaper. And, perhaps, time for the restaurant chains to fully embrace technology and recognise the way their customers use it?

Holiday greetings

Tickets are booked, travel insurance policy is up to date, clothes are washed and ready to pack, currency is ordered, just the airport parking to sort out.

What a joy to find that the official meet and greet parking service at Luton airport is only about £20 more than the mid-term car park.

At a time when many service providers have to cut back, it's fantastic to see a service that meets a real need delivering great value for money. With a 3am start, that extra 45minutes in bed will be worth every penny. Greetings.

Pick and mix – 30th July

Noticed Eat's Very Small Sandwich in the Windsor store today. What a fantastic idea. The perfect partner to Eat's big or small soups or an easy way to create the ideal full sandwich. Bang on trend as well as more and more people want variety and flexibility, no matter what they're buying. Pick and mix lunches at the Leapfrog office from now on…sounds good enough to eat

http://www.eat.co.uk

Primarni mania – 22nd July

We all know how popular Primark is with teens but we were surprised to find out how many people plan to shop there for their summer holiday wardrobe. 38% of people will head for Primark when shopping for things to fill their suitcase with this year. Even a fifth of big earners will stop by Primark when stocking up on holiday wear. So where does this leave the higher end retailers – out in the cold or tucked up warmly inside with a new bed fellow?

Perhaps this tweet sheds some light...

We waded through the Primark to discover a gaggle of Boden, all en route for Mark Warner at The Algarve!

If you'd like to read more about our research into shopping habits, here's a link to the Marketing Week article about it:

http://www.marketingweek.co.uk/opinion/recession-behaviour-isn't-over/3016060.article

And here's the press release

For the full report, give Sarah Buckle a call on 01753 271400

Gift bag – 21st July

So the Cameron's have bestowed pink and purple Hunter wellies, scented candles from Miller Harris and a painting by ex-hoodie Ben Eine on the Obama family as emblems of Britain's greatness. http://www.bbc.co.uk/news/uk-politics-10710074

What would we have given, we pondered over our morning toast? Here's the Leapfrog best of British gift bag:

• Frank Cooper's marmalade
• Clipper Tea
• A Banksy print
• Cath Kidston towels
• Space NK Santalrosa eau de toilette
• A Roberts Revival DAB radio
• A Paul Smith shirt
• Woods of Windsor soap
• The Wisden Cricket Yearbook
• Walkers shortbread
• Jack Wills loungepants
• Tickets to The Edinburgh Festival
• A pair of M&S socks
• Taylor's of Harrogate Lazy Sunday coffee

Oh, and a Smythson Nancy bag, because we can Sam.

Leapfrog enjoys – 16th July

This year's annual summer jolly's turning into a real treat. We're having an afternoon on the river. The sun's shining (most of the time), the wine's flowing and the laughter's ringing out. Much as we love our clients, it's great to enjoy some time messing about in boats.

Lush or slush – 10th July

I browsed around a Lush store for the first time the other day - a real retail experience with a much wider range of products than I'd expected. As soon as I walked in I could tell what it stands for (organic and ethical), and what it stands against (chemicals and packaging). The store's a mecca for the senses, though that's probably the reason I haven't stepped inside before – the scent can be eye wateringly overpowering.

Being able to touch and try the products is fantastic though, and the market stall displays just shout goodness and freshness. As I tried out the various slabs of beautiful cake-like soaps and shampoos, it struck me that there was a simple practical reason why I wouldn't buy anything that day - I don't have any soap dishes. What about the gooey mess I'd be left with on the side of my bath or basin? I walked away thinking more about slush than Lush – perhaps a complementary range of eco-friendly storage containers might convert me from browser to shopper.

Whole lamb carcass from Amazon anyone? – 7th July

I must say I was surprised to read that Amazon is launching an online grocery division http://www.guardian.co.uk/money/2010/jul/07/amazon-online-grocery-market. They do have the advantage of existing, incredibly efficient, distribution channels but delivering anything fresh is a totally different ball game. With the expectation in this market for 1 hour delivery slots - not arriving 'as and when' - I can see some logistical nightmares here! The supermarkets built this up from regional bases before going national, so, going straight to a national model will be another big hurdle. It's interesting to note that this might be aimed more at cash and carry/wholesale markets as there is probably a real gap in the market currently. My worry for Amazon would be that failure here could damage what has been a pretty spotless reputation to date.