Illustrative engagement. A representative scenario showing how we approach this kind of work in creative services. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping creative services
Design studios and creative agencies need evidence that their work performs, insight into their clients and research that helps them win pitches.
- Clients ask for proof that creative work performs
- Client relationships drive repeat business
- Talent is the main asset
Client background
A branding and packaging studio, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A branding and packaging studio
- Sector
- Creative services
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys
Client challenge
The studio's client wanted proof that the new pack would stand out before printing millions of units.
Research objectives
- Deliver on the brief: testing packaging designs on the virtual shelf.
- Understand the views, needs and behaviour of shoppers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 3 weeks.
Target audience
The work focused on 900 shoppers.
- shoppers900
Audiences we typically reach in creative services
Agency clientsTarget audiences for creative workCreative teamsProspectsFreelancers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Virtual shelf test
- 3Findability timing
- 4Insight
We showed shoppers simulated shelves with the new and current designs among competitors, timing how quickly they found the brand and measuring appeal and value perception.
Quantitative researchOnline surveys
Sampling strategy
- shoppers
- 900
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- The new design was found faster and seen as more premium, though one flavour colour was confused with a rival.
Standing out is measurable, so measure it before printing.
Recommendations
- Build on the core insight: standing out is measurable, so measure it before printing.
- Focus effort where the evidence was strongest: the new design was found faster and seen as more premium, though one flavour colour was confused with a rival.
- Re-measure after the changes to confirm the effect.
Business impact
- The studio adjusted that colour before print.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how satisfied are our clients?