Clients

Our work with leading brands

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CrowdCat your brand

Your brand is unique and so is its relationship with its audiences. Working with us will enable you get to understand your distinct audience personality models, and how your brand connects with people in its own inimitable way.

CrowdCat is not about benchmarking with a set of general scientific ideas. We’re about discovering your brand’s science. That means Data-Driven Insight you can act upon.

We have developed Scalable Consumer Psychology, engaging with each of your customers at increasing scale to determine, at a scientific level, what connects them to your brand. We’re about uncovering the unique principles you can use to consistently and effectively connect to your audiences at all levels.

Crowdcat has revolutionised the way we understand our audience and promote our artists globally.

Monica Hyacinth, VP Digital Global, Universal Music Group

Case Studies

Enhancing and Evidencing ROI in Entertainment: Universal Music Group

Since 2013 CrowdCat has worked with the international entertainment business Universal Music Group (UMG), using our science based approach and insight to influence over 5,400 global campaigns.

It was determined that the return on investment across over 5,000 campaigns averaged 23x the related marketing spend, a huge step forward from previous activities.

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Personalisation in Financial Services

This study uncovers some key industry insights and potential strategies for Financial Services brands, gained from research with one of our clients – a leading insurance brand, with over 1.5 million customers.

The need to grow average-revenue-per-customer with each individual from a loyal customer base was the challenge CrowdCat was charged with.

Our research highlighted some important misconceptions into how customers feel about the propositions (and other financial products), and these misconceptions were feeding into audience communications.

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Enabling Transformation at Springer Nature

Often, finding a fresh approach is needed to initiate change.

When you re-define what your customers need, how they should be addressed, grouped, even changing the value-proposition, then change becomes obvious and natural, because the status quo simply does not fit.

The usual barriers to achieving this are 1. Coming up with the big new idea; and 2. Proving it with data such that the transformation is recognised as justified and necessary.

CrowdCat worked with the leadership team at Springer Nature to achieve just this.

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Brand Insight: BMW and Mini

The British Mini is a clear and well understood proposition – its small, tiny, cute. A much-loved brand with a loyal audience who get what it stands for. They know it’s not big. It’s in the name.

The challenge when you have such a well understood brand image, is when you branch out in a new direction.

When Mini launched their first family-sized car, it became apparent they would have to change customers perceptions.

They challenged CrowdCat to get the message across that this Mini, er, wasn’t.

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Getting started

We have pioneered and refined a quick start, light-touch discovery process using Scalable Consumer Psychology. This means that we can complete a comprehensive analysis of your audiences based on their personalities, behaviours and preferences, and validate results for your brand in under 10 weeks. This is without any disruption or significant input on your side.

Every project that we undertake is created uniquely for each organisation, in order to deliver the specific results that are required. We will invest the time to get to know you and understand your objectives and challenges you are looking to overcome, in the context of your organisation, brand and current marketing and wider business practices.

The three phases of discovery using Scalable Consumer Psychology

1. Neuromapping Interviews

We undertake a detailed cognitive study, typically carrying out one-on-one psychology-based interviews within a closed user-group, based on the demographic profiles of your audiences. This first phase enables us to understand how your brand relates to consumers in their world and their decision making processes. The whole neuromapping process translates qualitative response data into structured quantitative data.

2. Psychometric Digital Survey Design

The results of the first phase are analysed and we design a number of engaging surveys sent to target groups within your audiences. This will iterate up to six times to create a rigorous cognitive model, building on experience and being continuously re-optimised and sent to customers in increasing group sizes ranging from fifty contacts to five hundred – until we receive the required number of measurable responses to collate the information and insight we require.

3. Activating the Psychological Model

We can create digital psychometric experiences to enable mapping the cognitive levers of individuals in a defined context related to your brand, so we can reproduce each individual’s thinking state in that context. During this phase, we will typically be working with thousands of your customers and wider audiences at any one time and these digital experiences will be highly positive for your brand. Our work with brands has demonstrated high engagement levels, completion levels and significant experience sharing, hence validating the value of the insights gathered when engaging with consumers.

In total, a discovery project will typically take eight to ten weeks to deliver.

Once complete, you will be able to demonstrate and understand how your consumer matches at a psychological level with your brand and product’s unique decision-making contexts, and so make informed, data-backed marketing decisions. This is vital competitive advantage where there is otherwise little hard evidence available other than broad assumptions and flawed consumer self-reporting.

When the discovery phase has been delivered and understood, we can then decide the best way to work together in the future, increasing your organisations capabilities through ongoing learning and evidence-based development.

What impact can a Psychological Model have for my brand?

These are some of the future workstreams we enable for our clients using scalable consumer psychology:

  • Media and campaign activation
  • Brand communication and development
  • Improving engagement and conversion metrics
  • Re-engineering internal workstreams
  • Customer-centric strategy implementation
  • Upgraded agency briefing process
  • Employee communications
  • Customer-informed Product development
  • Customer process design and CX
  • UX and digital systems
  • Marketing performance and metrics development
  • ‘Driven by data’ strategy
  • Channel analysis
  • Segmentation models
  • Personalisation
  • Marketing strategy

 

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