Our Services...

Market research services

Using qualitative and quantitative research we provide insight and inspiration across all stages of brand development and communications…

A full and tailored service

Monkey See is a full-service market research agency covering a brand's lifecycle - from concept and design to brand tracking and optimisation.

We work with clients large and small and we pride ourselves on offering a tailored service rather than off-the-shelf research frameworks. It's what gives us our edge.

We specialise in brand, advertising and communications research and are well known for our expertise in behavioural economics and behaviour change.

Monkey See was the first UK agency to integrate behavioural economics into market research design and analysis - and it remains at the heart of our thinking.

 

Qualitative and quantitative market research services - Lifecycle diagram

 

1. Brand tracking

We offer a range of market research services designed to help brand-owners track and optimise existing brands. Common questions we tackle on behalf of clients include:

  • How are my communications performing?
  • How is brand awareness building?
  • How are my brand's values developing?
  • Which consumer segments/groups are being won or lost?
  • How are my campaigns impacting consumer behaviour and sales?
  • How is the brand performing relative to its competitors?

We use a wide range of quantitative methodologies in our brand tracking studies, including media channel analysis and econometrics. In all cases, we overlay our behavioural economics schema in order to capture consumer behaviours as well as impressions and attitudes.

This approach ensures clients are not caught in a classic data bubble in which brand recognition grows but sales flatline because the behaviour changes that enable sales have not been identified and tracked.

 

2. Communications research

We work with brand owners, planners and creatives to develop and optimise a wide range campaign strategies, concepts and executions - traditional and digital.

The aim is to maximise the communication's impact in terms of reach and behaviour change, and ultimately to ensure it delivers the highest possible return on investment. Common questions we answer include:

  • Where is the potential for behaviour change highest?Market research, getting into the consumer mind, Monkey See Research
  • What are its' likely triggers?
  • What is the optimum channel mix?
  • Which concepts and executions work best?
  • How can we optimise an execution to make an idea work harder?
  • Should we tweak for certain segments?

Qualitative methodologies overlaid with a behavioural economics framework are used in the strategy and concept phase of campaign development. We work through each of the appropriate behavioural heuristics to ensure the widest possible range of opportunities are explored. We're always amazed at how this can help fire up creative teams as well as planners.

Quantitative techniques are then used to test and compare concepts and early executions, giving agencies and brand owners the data and confidence needed to roll out a finished campaign.

 

3. Brand and new product development

Nothing stands still in marketing. Brands which thrive do so by constantly re-examining their environment - people, politics, technology etc. They adapt themselves to stay relevant and they leverage the societal changes they detect. Common questions these brands ask include:

  • Where are gaps in my market or segment?
  • What are my customers' unspoken preferences?
  • Which disruptions/disruptors are heading our way?
  • How can we leverage a new trend or happening?
  • Which of these concepts/prototypes performs best?
  • How should we tweak our brand values to reflect a cultural shift?

We know there is a vast difference between getting the full answer to a question and just part of it. For that reason, we make a rule of tailoring our methodological approach rather than reaching for off-the-shelf frameworks. Qualitative and quantitative techniques we use in the area of brand and new product development include:

Market research methodologies - brand tracking - Monkey See Research

  • Behavioural analysis
  • Segmentation
  • Benchmarking
  • U&A studies
  • Depth interviews
  • Focus groups
  • Structured workshops
  • Co-creation
  • Diary studies
  • Self-ethnographic depths

 

4. Behavioural audit

Behavioural economics is more associated with direct marketing than market research and there remain companies that have not looked afresh at their brands through a behavioural lens.

The process is especially useful for brands that are becoming tired or which are operating in sectors facing disruption. A behavioural audit can spark ideas and identify opportunities not considered before, re-engerizing brands and brand teams.

Behavioural audits normally comprise two parts: A workshop with the brand team in which the brand is tested against a matrix of behavioural heuristics; and follow through research (typically ethnography, self-ethnography and depths) to test the most promising ideas and propositions.

The process is always interesting and creative, and a great way to bring brand teams together. At their best, behavioural audits produce clear answers to some of the most difficult questions of all:

  • Why do people say they like my brand but not buy it?
  • What are behavioural changes that will help unlock sales?
  • What are the triggers and barriers to that behaviour?

 

Brand tracking in market research - Monkey See Research

.

Please get in touch - we love to talk

If you are a brand owner or agency interested in developing insights into your products or services please don't hesitate to get in touch - we are always happy to talk through ideas.

We also welcome enquiries from charities, social enterprises and public services interested in developing their services through a better understanding behaviour change.

Examples of our work in a range of different sectors can be found on our case studies page.