More | Insight Optimisation from Lexden

The challenges the modern research function face

• Your business is looking for more than clues, it expects answers pushing for less inference and more precision

• The priority on you is providing answers to solve todays challenges over insight which directs tomorrows thinking

• Internal stakeholders, who are infrequent users of customer research, believe they should look to your research for solutions they can rationally equate to fulfilling short term objectives and utilising existing operational capabilities

• The question often posed to you after the debrief is “What does that mean for my business”? But with other projects demanding your time, the bandwidth is rarely there to deep dive for answers.

• And finally despite your research agency will often attempt to answer the above for you. But without a broad enough awareness of the business strategy or the customer strategy to reference, it’s often perceived as inadequate. Meaning you then have to restore credibility in the work they presented and them as an agency amongst your peers – when you’ve enough already to contend with.


You told us….“I want MORE”

I want MORE | I expect MORE

Q. Where is the focus for the modern research function?

A. Some of you have said you are spending the majority of your time commissioning and debriefing new research to answer immediate and often disparate business problems. Whilst others claim time is mainly allocated to collating, reporting and commentating on non-financial customer and brand KPIs.

Q. What’s not being covered that should be?

A. We have been told you are not satisfied with the amount of time being spent analysing the intelligence sources you have amassed. Also, not having the opportunity to turn the findings into business friendly insight is frustrating. Because you believe this could help direct and define strategic business decision making rather than just answers the challenge in hand.


You also told us…..“I expect MORE”



And we know you believe your….“Existing research is an underutilised business tool ”

We have plenty of customer intelligence, but it’s held in too many different places &

formats The research agency fulfilled the brief but weren’t able to help us understand how we

could apply the learning

Once the debrief is complete we had to move on to the

next project. But I know there is more gold to be found in

that piece of research

The commercial and risk teams still use research as a blunt

‘yes/no’ tool. We need to help them see it as directional rather

than always decisive

Reforecasting is constant. We need to mine our existing research to see if the answers are there first. But time

doesn’t always allow us . So will often commission new research

We are not able to spend enough time delving into root

cases and consequences in our CSAT or brand tracking studies. There is so much

insight there we are missing

Senior research executives, managers and directors



MORE Insights from Lexden unlocks the potential of your existing insight to create commercial advantage

Turning customer research findings into service

improvement initiatives

Provide evidence to support customer’s

‘Moment of Truth’ touch point improvements

Development of customer principles and charters from customer needs &

expectations analysis

Revise and refine business imperatives and cascading plans of activity

Put customer drivers on the agenda across the business

Identifying commercially advantageous

enhancements to existing products & programmes

Identifying growth opportunities for existing or

new customers types

Turn CSAT learning into business initiatives

DELIVERABLE - Customer inspired assessment and

enhancements to business and marketing plans

Evidence for users of insight within the business to

reappraise it’s strategic role in decision making

DELIVERABLE - Create a new MORE customer

insight foundation repository containing digest

of customer motivations

DELIVERABLE - White paper series applying MORE

insight to support/ and challenge existing business,

brand & marketing plans

DELIVERABLE – alternate ‘future’ business, brand and

marketing plans using MORE insights

Provide evidence to support ‘Moment of Truth’ touch point improvements

Human emotions

Individual needs

Customer behaviour

Unchartered Potential opportunity Well worn path

We take two steps back from Customer Behaviour to arrive at new outcomes


LEXDEN’s START POINT

TYPICAL START POINT

EMOTIONAL DRIVERS

FUNCTIONAL DRIVERS

We let you decide how much you value MORE


How it works for you….

1. We meet and agree what you want to get from the commission

2. We discuss ‘current state’ of insight, business plans and value of customer within business. We share ‘operating model and project approach’

3. Confident/curious from our discussions you request a proposal

4. We propose specific approach (stages 1,2 and 3 or fewer) for your requirements

5. You decide the value of that piece of work and the acceptable timeframe

6. We agree.

7. We set up full scoping session, project framework and kick-off session

8. We complete work (on-site if preferred) with frequent ‘drop in’ consultations to incorporate changing business requirements mid-flow

9. You have the tools to demonstrate back to the business value of MORE insights

10. You can revalue our contribution before we submit final invoice


Structured approach to ensure governance and accountability for pre-defined deliverables

“I have worked with Ajai and Christopher on two different occasions now. Their approach to all the work they do is always fresh and starts by understanding what it is that really motivates customers. Many people talk about ‘understanding customers’ without really doing it in the depth required. The guys get into the detail and have excellent insight into what makes consumers tick. They always provide the highest quality work and output that is grounded in the commercial realities of the business-they understand that work needs to be implemented. However this does not stop them being very creative and I like the fact that they approach most things in a slightly different way to the norm. I’ve always enjoyed working with them and am very happy to recommend Lexden.”

— Colin Robertson, Director Customer P & L, MORE TH>N

“Christopher and Ajai brought our research to life with such flair and imagination that the business just had to sit up and take notice. It paved the way for the level of engagement that we now have with the commercial and marketing teams."

— Tom Kerr, Head of Insight, Tesco Bank

“I worked alongside Ajai and Christopher on an extensive Zmet study for a leading client. They were able to extract specific commercial initiatives from the vast quantity of insight from the interviews and effectively express those initiatives in terms that the client business could comprehend in the most effective way, whilst always remaining true to the customer insight. This ability is something I have only seen rarely through my career and is something which is sorely needed by clients. They were also great fun to work with.”

— Tony Wornell, Director, BDRC Continental

What others say about Lexden’s approach


Lexden | Customer Marketing Strategists

Lexden's unordinary thinking outcomes rely on a belief that starting with the customer is the most reliable constant. Employing best practice and new techniques which interrogate the marketing equation from a variety of perspectives allows us to find ways to enter the consumer's consciousness and create deep rooted positive connections. Leveraging key commercial and business drivers propels us towards new and exciting solutions which motivate customers.

Christopher Brooks, Director "Advanced enthusiasm for applied strategic marketing”

Ajai Ranawat, Director "No-one spans the corners of marketing as effortlessly"


http://lexdengroup.com/

More | Insight Optimisation from Lexden

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