From idea prioritisation, through concept development to sophisticated modelling of year 1 and year 2 volume sales, we have a range of techniques to suit every stage of the NPD process. Our unique approach to NPD testing mirrors real life customer decision making to provide business critical feedback on likely success and diagnostics for development. The core approach can be supplemented with modules to identify cannibalisation issues, define price sensitivity, measure the effect of launch promotions or understand the impact of different pack designs.
The way shoppers make decisions at shelf is a mix of rational and subconscious thinking, making measurement challenging. At Ink, our shopper research goes beyond rationalised questionnaire responses to get under the skin of the way customers make decisions on which retailer to use and product to select – and most critically, why.
Advertising works! We all know this, but a campaign’s effect on how consumers act and their image of the brand can often be subtle and difficult to detect. At Ink we have a vast bank of print, digital and broadcast communications testing experience - we know what to measure for each campaign, who to talk to at each stage and how get to the real nuggets that show how it has affected consumer thinking and behaviour.
Have you thought about a panel or community to help your research budget go further? At Ink we have experience of setting up and running dozens of panels and communities to help with NPD, category work and communications effectiveness (as well as a whole lot more). We know the advantages and disadvantages of different software packages and providers and work closely with partners to provide our clients with the right solutions for their unique challenges. Contact us to find out more.
At Ink we understand the complexities of consumer decision making and behaviour and the way we go about our research reflects this: we believe in challenging the way research is done, re-evaluating research in the light of emerging knowledge about decision making processes.
We focus on decision paths for new product selection, at-shelf purchases and consumer reactions to brand communications. We have a range of standard approaches which use tried and tested research techniques aligned to the latest thinking in customer decision making. And if the standard ways don't get you there, we love to put our brainstorming hats on and come up with new ways of approaching insight generation.
We translate our research into concise, business-focused and above all, actionable insight. We pride ourselves on delivering tailored results in a format that’s just right for our clients’ key stakeholders. We know you need to demonstrate the ROI of your research – and that’s what we aim to do on every project.
All of our research is conducted with a deep understanding of the fundamentals of market research, developed over 25 years of industry experience: we work with only high quality sample providers, design concise questionnaires which elicit the most revealing insight and use sophisticated analysis techniques to get under the skin of the data. In short, we concentrate on the quality of the insight so that our clients can work on implementing it.
Managing DirectorBarry began his research career over 25 years ago with TNS and made his way through IPSOS, NFO and Tpoll before becoming MD of Ink. Over that time he has developed NPD, shopper and campaign effectiveness insight programmes for some of the biggest FMCG, Retail and Media names, UK and internationally.
DirectorHaving gained an MSc in Sociology (Research) from the London School of Economics, Xede has over 10 years’ experience of FMCG and media research for blue chip clients. She has been responsible for the build of several bespoke research programmes and has set up and implemented a range of panels and communities.
Research ManagerIn his 4+ years of research since graduating, Caspar has developed a keen interest in solving business problems and queries through data. As well as playing an executive role, Caspar has been responsible for delivering insightful reports and presentations to a wide range of clients in the FMCG, retail, pharmaceutical and media industries.
Research ExecutiveCharlotte joined Ink directly after receiving a first class honours degree in Retailing, Marketing and Management, having already spent a sandwich year in merchandising with Debenhams. Along with a keen interest in Retail and Consumer Goods research, Charlotte brings an analytical mind and hugely organised approach to running projects. She has applied this to insight projects in a range of categories, from makeup and skincare to advertising effectiveness.