The difference between a great piece of creative and a truly effective piece of communication is often the simple presence of an insight. Most of us would agree that insights are a fundamental starting point for any client or creative brief.... We want them, we need them, and in today's easy-access, data-rich society it should be relatively easy to get them. But if an insight is easy to get then the chances are our competitors have it too, in which case it ceases to be an insight and becomes simply information.
Which is why G2 invest time, effort and imagination looking for insights across all of our client categories. Our dedicated Insight team track trends from a cultural, socio-economic, brand and consumer perspective as well as delivering against specific insights briefs for our clients.
Forget The Daily Mail, WI, cream teas and cricket pitches - this study was designed to cut through the abundant myths and stereotypes that surround Middle England and get to the heart of who today's Middle-Englanders truly are. Looking in particular at how political parties have both understood and misunderstood this powerful demographic, we draw up a 'value landscape' for today's Middle-Englanders and look at what we can learn from brands that have forged a connection with them.
This quali-quant study saw us question/talk/blog and in some instances simply observe 1000 mums over a 12 month period with a view to understanding how brands can avoid the 'Idealisation/Patronisation Trap' and better connect with todays inscrutable mums. The study concludes with a number of key communication principles which include how to best exploit word-of-mouth and the fundamental role of humour for this audience.
This deep-dive into the luxury sector looks at the various needstates that drive luxury purchasing and at the many different 'layers' that make up the luxury sector. We identify a genuine DNA "code" that brings these layers together and look at how brands can borrow this luxury code to premiumise themselves.
Women today are under intense pressure to "have it all"; to have the perfect career, perfect body, perfect partner, perfect children, perfect sex life... Ladies of today have never been so successful and yet seemingly we've never been so dissatisfied. By interrogating the key areas of tension and stress we've uncovered what women really want and how brands can communicate to women without raising unattainable expectations.
Despite the recession, green issues remain a high priority for UK consumers, but as consumers are increasingly literate in green issues, advertising a brand's green credentials is fraught with scepticism and cynicism. However, our study which identifies the different shades of green that brands can aspire to, allows us to see how brands can promote their environmental values without being accused of green washing.
This in-depth competitive review of the insurance market examined how financial service brands can escape the generic bear pit of price, where differentiation is most often found through mascots and mnemonics, to a means of truly differentiating themselves in order to develop loyalty in a crowded and cluttered market.