The challenge

Treatwell started life as an idea around a dining room table in 2008. Now, over 25,000 salons across 11 European countries have partnered with Treatwell, making the most of both the salon software and the consumer-facing hair & beauty booking platform. The research partnership between Kadence International and Treatwell has been integral to this growth journey. Building strong B2B relationships is at the heart of Treatwell’s success. Its partnerships with hair and beauty businesses allow it to provide a thriving marketplace of services for its B2C customers across Europe. Treatwell wanted to further understand and deepen these B2B relationships to uncover new opportunities for growth.

What we did

We designed and executed an extensive programme of research, spanning 3 phases, 10 countries and 2 B2B audiences. At every stage of the process, the research methods were tailored to gain the richest possible insight across this broad range of geographies and audiences. We began merging traditional market insight with desk research to help Treatwell understand the market landscape across Europe. Next, we conducted interviews with salon partners to understand more about their needs and expectations of Treatwell. Finally, we harnessed a CATI approach to ascertain the size of the opportunities identified as part of the research.

The impact of the research

Findings from the research have shaped every aspect of Treatwell’s strategy. A rich understanding of its salon partners’ needs has informed everything from the proposition Treatwell offers, right through to the messages it leverages in its comms with this audience.

Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.

Performance Marketing & Analytics Director
Treatwell

The challenge

Singapore Changi Airport is an outstanding aviation hub, the world’s most awarded airport in the past four decades.  Along with the rest of the travel and aviation sector, it has had to adapt to a global pandemic landscape.  Changi Airport Group has partnered with Kadence International since 2015 to measure and track brand performance via a custom brand equity index.  In 2021, we teamed up to adapt the study to understand how travellers across the Asia Pacific view the airport in the context of their readiness to travel once COVID-19 restrictions are lifted.

What we did

We conducted online quantitative research with those who had travelled pre-pandemic in 2019 from across the world to understand their perceptions of Singapore Changi Airport and other airports in the region, along with a measure of scope and nature of media buzz. Due to the rapidly changing nature of the pandemic in each market, responses were analyszed daily alongside news and social media releases to understand the impact of media on perceptions.  Recommendations were supplemented with secondary research to uncover social media communication best practices for each market.

The impact of the research

This research helped to identify communication content and style that travellers value as they emerge from travel restrictions.  As a result, Changi Airport Group will be able to plan and shape brand marketing and communication strategy to reassure and attract travellers when travel resumes..

Kadence has been a long term partner with Changi Airport Group, providing research and insights to help shape our communication and business strategy. The team offers sound counsel on research projects and can distil complicated information and present it clearly, and succinctly to the audience. Engaging our audience does not stop even when travel is still restricted; this research helps Changi Airport assess our communications efforts in key markets to emerge prepared when travel resumes.

Changi Airport

The challenge

Wall Street Journal is one of the most respected newspaper brands globally. But like many other sectors, media is undergoing rapid digital transformation. The Wall Street Journal wanted to understand how its digital experience was perceived and how it could be optimised going forwards.

What we did

We embarked on the Wall Street Journal’s biggest ever piece of consumer research at the time, engaging over 5,000 respondents, spanning current, lapsed and prospective customers. To understand perceptions of and attitudes towards the Wall Street Journal and its digital products, we used a range of methodologies, including surveys, focus groups and in-depth interviews. By combining this with passive tracking, and UX testing, we were able to go beyond what consumers say, and understand how they really interact with Wall Street Journal’s digital portfolio.

The impact of the research

As a result of the research, Wall Street Journal has been able to better understand the role and interplay of its products and identify opportunities for further development to drive retention and acquisition. This has been translated into a new digital product strategy, that has shaped decisions on everything from the products and formats the Wall Street Journal produces, right through to the user experience.

Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.

Performance Marketing & Analytics Director
Treatwell

The challenge

As government targets encourage a move towards ultra-low emission vehicles, Mitsubishi Motors has been leading the charge since 2014. Its Outlander PHEV is the UK’s best-selling plug-in hybrid vehicle (PHEV). Mitsubishi wanted to better understand how Outlander PHEV customers use and charge their vehicles to remind policy makers of the value of PHEVs as a transitional technology and to inform its future communications about the role and merits of PHEVs.

What we did

We carried out an independent online survey with Mitsubishi Outlander PHEV customers. This enabled us to quantify their current usage and charging habits, as well as their perceptions of PHEVs and future consideration of electrified vehicles.

The impact of the research

The research allowed Mitsubishi to better understand Outlander PHEV customers’ usage habits, particularly in terms of regular charging and use of the vehicle in pure electric mode which contributes to cleaner air and lower CO2 emissions. Exploring the future consideration of electrified vehicles has also helped Mitsubishi to inform its communications and generate PR coverage – emphasising the role PHEVs can play both in the short-term, and as a segue to a pure electric future. This is particularly important within the context of the UK government’s ‘Road to Zero Emissions’ strategy by 2035.

Kadence has been a long term partner with Changi Airport Group, providing research and insights to help shape our communication and business strategy. The team offers sound counsel on research projects and can distil complicated information and present it clearly, and succinctly to the audience. Engaging our audience does not stop even when travel is still restricted; this research helps Changi Airport assess our communications efforts in key markets to emerge prepared when travel resumes.

Changi Airport

The challenge

Havells is a leading fast moving electrical goods (FMEG) company and a major power distribution equipment manufacturer with a strong global presence. Havells enjoys enviable market dominance across a wide spectrum of products including motors, fans and home appliances. With so many product categories and brands, it’s imperative that Havells understand what consumers think about different categories, their buying behaviour, competition perceptions and awareness. Added to this is the challenge of changing trends and consumer behaviour. Havells needed to understand purchase patterns, trends and the competitive landscape on a continuous basis to remain top of their game.

What we did

We run a qualitative consumer understanding programme for Havells – the Consumer Passport Programme. This programme is ongoing and has been running for the past 3 years. Each year, we conduct between 400 and 500 in-depth interviews across various categories, socio-economic classes and locations. These interactions are done in-home to understand customers’ usage and interactions with the category and product. The ongoing nature of the programme allows us to understand changing trends and have real-time discussions with Havells customers about the betterment of its products and services.

The impact of the research

What we have been able to achieve through the Consumer Passport Programme is nothing short of phenomenal. The Havells team – spanning strategic business units and different support functions -have been able to directly engage with consumers to understand their need-gaps with products and services, evaluate internal hypotheses and understand the purchase decision journey for various product categories. As a result of this, a Knowledge Bank is being created within the organisation, which will serve as a repository of new ideas. This will help Havells finetune the existing product portfolio, developing new products, enhance the purchase processes and better engage consumers through its marketing. Most importantly, the Knowledge Bank will contain a vast reservoir of consumer information to ensure a better understanding of who Havells customers are and how to engage with them.

Kadence has been a long term partner with Changi Airport Group, providing research and insights to help shape our communication and business strategy. The team offers sound counsel on research projects and can distil complicated information and present it clearly, and succinctly to the audience. Engaging our audience does not stop even when travel is still restricted; this research helps Changi Airport assess our communications efforts in key markets to emerge prepared when travel resumes.

Changi Airport