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Market and customer insights

Does your organisation proactively use data and insights to shape and direct your marketing activities?

Better insights, better decisions

Marketing organisations today can derive timely and potentially valuable insights from many sources. But this also creates a complex landscape of data and insights in which a structured approach is needed to capture those most critical.

We believe in combing insights from various sources and base our approach on business relevance and analytical validity. We have many years’ experience in managing surveys. Moreover, we have significant competencies in handling data from sales and digital platforms, including web, social media and CRM.

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Samkaup

Unifying two brands with a new brand platform to strengthen the market position

A price war and bulk-buying shoppers presented challenges for Icelandic supermarket Samkaup. Together with Kunde & Co, the company developed a unified brand platform in 2016. The new brand, Kjörbúðin, connects the supermarket with local customers by drawing on its local roots and the role it plays in the communities. As an extension of the brand platform, Kunde & Co developed a new visual identity, brand booklet, marketing elements for the launch and also facilitated the new concept’s internal kick-off.

Samkaup

Unifying two brands with a new brand platform to strengthen the market position

Concept and creative material testing

We have considerable experience in testing creative materials such as concepts, logos, films, names and packaging, using web-based surveys and qualitative interviews.

Such testing is often part of larger Corporate Religion projects in which a key idea is to test many creative elements, which together lay the analytical and strategic foundation. We also have significant experience in material testing across many different markets.

Market, brand and customer analysis

Classical web-based surveys generate all kinds of useful insights. These might be brand related, such as a positioning study, or customer related, including segmentation studies.

In general, all strategic market aspects can be analysed to gain insights about products, prices, buying behaviour, preferences and the competitive landscape.

Brand and market tracking

To monitor how your brand is performing, we can employ various types of brand tracking. We frequently use brand tracking for both small projects and large-scale international projects. Similarly, classical funnel KPIs and more strategic KPIs, such as brand positioning and brand image, are also usually tracked.

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Kieser Training

Strong body - strong brand

Kunde & Co was asked to create a strong position in the competitive health and fitness market and establish a foundation for further growth. Based on a detailed analysis, a creative concept was first implemented internally and then externally through a variety of on- and offline media. Online results have exceeded the ambitious goals:. The number of Facebook fans rose significantly, and 500,000 target group members are reached every month.

Read more about the case

Kieser Training

Strong body - strong brand

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Beierholm

A strong profile results in the industry’s best image

Beierholm’s market position was determined after a comprehensive analysis and strategy project. Following this, Kunde & Co in collaboration with Beierholm, developed a new creative universe and communication elements to secure the company’s position and further enhance its image in the industry.

Beierholm

A strong profile results in the industry’s best image

Marketing data analysis

We perform various methods of analytics across many forms of marketing data. To reveal the effects of individual marketing efforts that are typical with an ROI perspective, this may include sales modelling - in which marketing activities are linked to sales - or other outcomes of interest. 

We also undertake ad hoc analytics such as data mining, customer segmentation, sales analysis and digital data analytics.

Marketing dashboards

With multiple sources offering rich data, simple overviews of business-relevant insights are often needed. This is why we have specialists dedicated to developing marketing dashboards that visualise the most focal KPIs.

Examples include campaign, social media, web, customer, sales, and overall strategic marketing dashboards. However, the aim is always the same - to deliver timely information and facilitate decision making.

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Wupti

Re-positioning WUPTI

To position WUPTI as the preferred online supermarket, Kunde & Co was asked to develop a creative concept and TVC universe. The concept was based on a thorough understanding of WUPTI's value customers and their most important buying criteria.

Wupti

Re-positioning WUPTI

Want to know more?

Ruben Samuel Sørensen

Group Director - Analysis and Research
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