Insight ✦

Stories that matter.

The combination of customer information and insights is a powerful tool that leads to solutions and ideas that add real value to people’s lives. Insights and information connect the rationale and the emotional drivers of behaviour and are grounded in human needs and desires.

It is not enough to simply collect information on customers it is vital to know what is behind their behaviour. Insight highlighting the ‘why,’ is the inspiration behind great strategy and the most successful brands.

Our Approach

We design each project to answer the business challenge. We respond to and create briefs, identifying business challenges that need answering as well as responding to specific objectives.  

We are agnostic in terms of the approach and design each project in a bespoke way.

We know what approach to use, across the full range of qualitative and quantitative techniques, which questions to ask and how to maximise the data.

What we offer

Product & Service Design

We deliver insight that shapes product and service development at every stage of the design cycle.

Including identifying and sizing opportunities, creating or extending products and services, pricing and designing the optimum package and developing communications strategies built around the most effective reasons to believe.

Our Services

Product & Service Design

Market sizing and segmentation to identify size of NPD opportunity

Analytics to identify key service improvements based on CX and commercial uplift

Trade-off and pricing techniques to optimise pricing and product bundles

Supporting customer-centric design through customer journey mapping, behavioural science and customer closeness

Testing and refining services using UX testing, communications testing, in-depth interviews and focus groups

Segmentation

Segmentation is a powerful tool that underpins the strategy to differentiate a brand and drive growth.

A market segmentation can identify and size opportunity segments, whilst a customer view allows for clever target messaging and CX.

We help brands use segmentation to effectively shape strategy from embedding it internally to easily identifying which customers and prospects fall into each segment.

Our Services

Segmentation

Market and Customer Segmentations

Design of segmentation collateral, including presentations, videos and personas

Roll out plan and training

Customer Journey Mapping

A customer journey map acts as a single source of the truth and a framework for designing CX across all channels and touchpoints.

Allowing organisations to understand how each part of the customer experience impacts the entire journey.

Bringing together all relevant sources of insight and information it provides an effective tool to design, shape and prioritise initiatives that have the greatest impact on CX and commercially.

Our Services

Customer Journey Mapping

Voice of the Customer (VOC) programmes and customer journey surveys

Consultancy and analytics

Design of customer journey maps

Behavioural Science

Knowing how and why people make the decisions they do is fundamental in delivering CX that meets both emotional and functional needs.

Behavioural science principles and frameworks are built into our approach from design through to insight.

It is so important to get beyond the explicit answers and understand the underlying, implicit, drivers of behaviour that people cannot easily talk about.

Our Services

Behavioural Science

Survey and programme design

Behavioural Science frameworks for communications testing and CX measurement

Use of implicit measurement techniques in analysis

Brand Tracking

CX is intrinsically linked to brand perceptions and the most effective insight looks across both areas together.

Our approach to brand tracking is about creating metrics and funnels that relate to the audience, brand, and sector.

Measuring brand perceptions to shape brand strategy, communications and evaluate the impact and effectiveness of campaign activity.

Our Services

Brand Tracking and U&A

Brand Tracking programmes

Usage and Attitude (U&A) programmes

CX Indexing

Segmentations

Proprietary research on key topics

Analytics and Modelling

It is proven that companies that are data-led have a commercial advantage, they are more efficient and better at attracting and retaining customers.

We know how to navigate the complexity and volume of data held to ensure it effectively leads CX transformation and design.

Watermelon was created to help clients design evidence-led CX by blending, weighting and modelling the data they hold.

Our Services

Analytics and Modelling

CX Consultancy and VOC programmes

Analytics including multivariate analysis and predictive modelling

Segmentations

Text Analytics

We help you use insight to drive change.