Case studies
Below is just a sample of the many practical applications our clients have found for the services Cognicient provides.
Years of branding research across its numerous markets and brands had left a leading FMCG
company with a wealth of information. However, this information was entirely disconnected, its array of different formats and approaches defying any kind of big-picture analysis.
A famously forward thinking company, they could see the enormous value in bringing its data together; to link it would enable them to map their brands, to compare markets and attributes and, ultimately, to create a truly targeted marketing strategy. Accordingly, the company began harmonising its questionnaires globally, seeking to conduct analysis across consistent data sets.
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When leading global research agency, Synovate, encountered a consistent need among its international consumer product clients, it sought to find a solution. The clients in question held extensive consumer information gathered through years of product, concept and package testing.
They needed to analyse this information at a meta-level, deriving insights on key macro issues such as the impact of seasonality on concept and product tests, the performance of a product package in different countries and even the efficacy of different question types. Unfortunately, their data encompassed different sources, formats and approaches, presenting the client and Synovate with daunting cost and time implications.
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The client, a major retail chain with multiple outlets, was in need of a balanced scorecard model that would enable its senior leaders to understand the drivers of store-level financial performance and empower the delivery of the company’s brand promise (excellent customer service, superior product quality and range, and a highly enjoyable shopping experience).
The client’s hypothesis was that the delivery of its brand promise would directly impact customer loyalty - supporting client retention, repeat purchasing and cross sales. They also believed
that effective delivery of the promise was driven by employee satisfaction and productivity.
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