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

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

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.

Thanks to the support of Kadence team, we were able to meet all the goals we had set for ourselves with the Consumer Passport Programme, inculcating a culture of customer centricity – as a passionate brand, we believe that the customer comes first; without the customer no business can be successful – and seeing the world through the customer’s point of view to understand the realities of market.

Havells