Understanding Customers' "After Sales Service Journey" for the Insurance Business
Challenges
Client is a leading insurance company and looking for ways to improve and develop an ideal customer journey for after sales service as a means to provide the best and the most unique customer experience for their customers.
Approach
We selected customers who have recently gone through after sales service to discuss their experience dealing with different touch points. We covered all the different after-sales service modules comprehensively to get a good picture of the overall experience.
Results
We gave our client a recommendation on how to improve the various touch points, in order to maximise the overall customer experience and to minimise any pain points on the customer journey.
Testimonial
"You guys did great! One of the key stakeholders is giving you guys 100% for the presentation. She says that you guys are very credible. The team now knows very well that they have a lot of work to do and really need to brainstorm on the insights internally in order to come out with action plans. Thank you!"
Beauty Supplement Brands Looking for a Revamp
Challenges
The client is in the beauty supplements market space with a strong clinical imagery derived from their mother brand (mass supplement brand). As they have been established for years, the brand’s new look and feel needs help in garnering a more modern & relatable appeal.
Approach
Qualitative research was conducted via FGDs to ascertain the insights into the category using a mixture of consumer habit portraits and usage & attitude exploration. Packaging Design Architecture was also assessed to crosscheck the visual cues from 3 different designs.
We wanted to assess how each related to consumers on an emotional and rational level, as well as understanding which option would be the most compelling and recognisable package design that fits well with the client’s overall brand.
Results
We gave our clients recommendation for a winning design (with improvements) which was seen to separate itself from the clinical supplements line while still being able to clearly be distinguished as a part of the umbrella brand. The product was seen relevant for 30-40 female age group with its softer tone and new logo that depicts femininity and strong efficacy from ingredients portrayed. Post-launch of the product, it is now one of the top grossing beauty supplements among 30-40 female age group in the mass market.
Testimonial
“We thought that your final report and presentation addressed all of our key objectives perfectly. The whole team has been impressed with your hands-on approach to this study. Thank you”
Single Product Purchase? Why Not the Whole Product Range?
Challenges
Client plays in the female personal care market space and had reached a point in the brand development whereby they wished to evaluate its current market position and brand life stage as perceived by its target consumers. Client intends to drive the target consumers to be more predisposed to the brand by fulfilling their expectations better through the whole product range.
Approach
The research is a pre-emptive measure by the client to ensure that it keeps itself relevant among its core target consumers. A qualitative research methodology via FGDs was adopted to understand the consumer typologies and expected behavioural outcomes. Brand awareness, perceptions, attitudes and predispositions were evaluated with projective techniques to have a clearer view of brand imagery.
Results
Client had a clear direction in simplifying messaging when verbalising the brand in communications (e.g., adverts, packaging, POSM) to become more relatable and have a clear-cut understanding of what the brand essence is. A number of products within sub-categories were then also recommended to be highlighted ahead of others to draw attention to the whole product range as evidenced by consumer’s lack of awareness of the total brand portfolio. The client then had enough ammunition to be able to work on their brand strategy for the year as next steps to revitalise the brand and keep the brand relevant.
Testimonial
"On behalf of the team, I want to thank you for your wonderful presentation last Friday. Good job! Often, we are too close to our problems to view them with the clarity that someone else would. I am grateful for the time and effort you took in careful preparation to present us with insightful analysis. Thanks a lot for being our so cooperative and supportive business partner. Many thanks from all of us."
Exploration of Market Demand for New Courses
Challenges
Our client, one of the leading universities in Malaysia, wished to assess feasibility of potential courses to be launched, as well changes to existing programmes. They wished to have validation behind decisions made, that would potentially have a big impact on the university’s overall performance.
Approach
In order to have the best research design, we identified the different target segment for each of the various course under scope. Via a combination of offline and online quantitative research, as well as qualitative focus groups and one-on-one discussions in the key markets, we were able to pinpoint the relevant universe that would determine the success or failure of the potential initiatives.
Results
We separated out the overall project into 4 different modules, with different objectives and different targets. The quantitative perspective was able to provide the overall landscape for the various course under scope, with clear indication on appeal and likelihood to take up the course, if the concepts were brought to fruition. The qualitative deep dives helped to maximise the learning and improvement to concepts before being launched into the marketplace.
Testimonial
“Many thanks to the Green Zebras team for all of your hard work and smart insights. Very useful information that will allow us to make informed decisions”
Wayfinding Exercise at an Entertainment Complex
Challenges
Client has been in the entertainment industry for a very long time and wanted their customers to navigate their way within the complex very easily. They have not changed their signages since they started operating and were looking for new ways to improve it further.
Approach
We have selected customers and non-customers of the client and gave them some tasks to find some places within the complex (like a treasure hunt). We shadowed the respondents, recorded the whole experience, and interviewed them post the exercise to check the treasure hunt experience.
Results
We gave our clients recommendation to further improve the wayfinding experience especially on the signages given that they have local and international customers visiting the complex.
Testimonial
"Thanks a lot to Green Zebras team for completing Wayfinding Immersion exercise yesterday. You guys did a great job on the 3 days fieldwork!"
Understanding Beverage Choices amongst the Malay Segment
Challenges
Client’s brand has always been Chinese centric and with the Malay segment comprising the bulk of Malaysia’s population, there is a great opportunity for the brand to grow further and remain dominant in the market if they are able to capture the Malay segment.
Approach
We did a deep dive into the lives of the different segments / age groups of Malays with a pre-group exercise via WhatsApp where they can showcase their creativity on who they are and what activities they engage in regularly. This was followed by a focus group discussion to understand their perceptions towards a certain brand and the reasons as to why they are not consuming it.
Results
Deep diving into the Malay segment gave a clear understanding on who they are, what makes them tick and how to engage them. This helped client shape their communication strategies to attract the relevant Malay segments to their brand.
Testimonial
"Thank you so much for the presentation earlier. The team are very appreciative of the team's effort and the insightful findings because it helped them understand the segment better."
International Confectionary Brand Seeking Opportunities in Snacking Category
Challenges
Client is a key player in biscuits and crackers category and seeking to fill the gap in snacking category via their savoury NPD. Client has been known to own the healthy segment for confectionary, which may not be the best fit for snacking in Malaysia. However, client sees opportunity to expand further into baked and crisps segment via mother brand to capture the expanding consumer base to a younger consumer set with a product that is healthy but tasty enough to snack on the go.
Approach
In order to understand the behavioural habits, motivations and barriers of consumers during snacking occasions, qualitative methodologies best answer the research questions. Even though the FGDs were set during lockdowns (Covid-19) in place, a number of evaluations with consumers & non-consumers of snacks for concepts, storyboards, taglines, packaging and taste tests were done all in the safety of their own homes via online mediums & creative logistical methods esp. for taste tests.
Results
Clients were able to have a clear understanding on the snacking occasions of consumers, as well as where the NPD sits in positioning against other categories to fill in the gap of snacking. As we were able to conduct the taste test and other marketing material evaluations, we were able to extend the concept to the communications and the expectations of consumers to the NPD. This gave a clear directive to the brand team to be able to confidently launch the NPD within the year.
Testimonial
"Thanks for the presentation yesterday. Found the way that you shared the results for the research really clear and insightful. It has really helped the team to craft their strategies and a clear direction on where to go with this product."
Government Body Wishes to Track Effectiveness of its Communications Spend
Challenges
Our client is a statutory body that is an integral part of the national financial safety net, contributing to the stability of the financial system. Accordingly, public trust and confidence is particularly important, given its mandate. There is much emphasis on the annual communications initiatives for better understanding and appreciation of its role among the public. Tracking research has been required, therefore, to measure KPIs and understand the evolution of public awareness and opinion over the years.
Approach
In the past, our client’s research tracking had been conducted face-to-face. We wanted to move the quantitative tracking to online, given the advantages of this approach. However, given the need to maintain the integrity of past years’ findings as well as the need to also fully cover rural segments of the population, we designed a hybrid methodology, combining a face to face offline and online approach (n=1,000 interviews across Pen Malaysia). As and when, we also conduct deep dive focus groups, to explore specific issues that arise as a result of the tracking results or selected client activities.
Results
We provide ongoing KPIs scores for the client to track impact and effectiveness of its communications. We are also able to deep dive into certain topics of interest, in greater depth, in line with the market evolution and stemming from interesting findings from the tracker.
Testimonial
“Congrats, you are a Bravo in the presentation. Thanks so much! Really appreciate it”
Assesing the Ongoing Impact of COVID-19 on the Business Sectors in Malaysia
Challenges
Once Covid-19 struck so quickly and unexpectedly, businesses all over the world were badly affected. Our client had a remit, at a global level, to assess the impact on businesses in the short, medium and long term. We were contacted to provide consultancy and fieldwork support, to best measure this in Malaysia.
Approach
We designed a large scale, quarterly tracking mechanism, whereby we recruited senior business leaders from online panels in Malaysia. In order to have robust data that could be scrutinised for Malaysia overall, and in comparison, to other markets over the world, we spoke to n=1,500 senior business decision-makers per quarter (n=6,000 across one year), profiled against a consistent business universe that was split by size of the company and business sector.
Results
We provided strategic information on business performance as well as operational infrastructure in comparative terms by quarter and in comparison to pre-Covid days, so that our client was able to provide a traffic light on the immediate impact of Covid-19 on business revenues and profitability, as well as showing the longer term, ongoing performance of the business sector over time for the Malaysian market.
Testimonial
"The report on Malaysia’s economic sector was launched today and our tracking results are featured a great deal, so this is truly a really useful tool. Thank you for your great role in making this happen."
Reversing the Decline of Sales for Household Product in Key, Strategic Markets
Challenges
Our client is a worldwide leader in the development of diverse electronics technologies and solutions for customers. However, one of their long-standing product lines had been evolving in recent years with new technology. As a consequence, client sales were not meeting expectations. Given this situation, there was a necessity to study some key markets (Malaysia and Vietnam) at an overall category level and among selected users within markets in order to gain insight for marketing activities and for potential future products.
Approach
We took a two-pronged approach to the research design. For each market, we conducted online interviews with a broad target of high-income households, which was the core target for our client’s products. In addition, we did a deep dive into actual customers’ experiences by conducting some in-depth discussions with recent purchasers of the product (mix of our client customers and competitor customers). This allowed us to better understand the customer journey, as well as likes, dislikes, features most/least preferred, pain points and potential improvements.
Results
We provided combined findings overall as well as market by market, in order to advise on the best action plans, moving forward. In addition to the strategic brand plan, we were also able to recommend which new concepts or potential new products would have the best chance of success in the future.
Testimonial
“Thank you so much, our Director was really pleased and felt it was great value for money. Sometimes, he is not always supportive of market research results, so this is quite a compliment. The report was indeeed, very well done”.
Providing Validation and Communications Support for Hair Loss Products
Challenges
Our client provides hair loss treatments and wanted to determine product efficacy in order to support local marketing and communication claims for a new brand being launched into a competitive landscape. The aim of the research is to create trust and brand credibility with real users through this process before introducing the product into the market.
Approach
Our research recruited a robust quantitative sample of target respondents who have been past 12-month users of similar products in the marketplace. Respondents were recruited for a 6-week period, whereby they were required to have 4 clinic scalp-test trials and complete 4 questionnaires over the time period.
Results
We were able to provide objective data for pre-trial and for every 2 weeks post-trial via the combination of clinic visits and 2-weekly questionnaires completed by our triallists. In this way, we were able to adopt the science focused strategy to launch our client’s product in Malaysia, as well as provide ready-made local testimonials and product reviews on the product efficacy to support the marketing and communication claims. The research results were able to provide comfort and confidence to launch an effective communication plan, with the aim of driving trial among new users
Testimonial
“You are so great – thanks very much for your support”
Rebranding Exercise for Broadband Provider
Challenges
Client intends to undertake a rebranding exercise for their broadband brand name as there has been low awareness and take up rate among customers. They would like to evaluate some new propositions and determine a new brand name moving forward.
Approach
We have selected customers and non-customers of the client to help us evaluate the client’s new propositions and brand name. This exercise is key in helping the clients to determine their future plans and positioning for their broadband.
Results
We gave our clients recommendation and clear direction on the winning proposition and brand name for their broadband rebranding exercise.
Testimonial
"Hi team. The research was very well done, good job! I like that the report was very well-explained and concise!"
DID YOU KNOW?
"There is a fish species with zebra stripes called the Zebrafish? It is a freshwater fish native to South Asia."
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