CoronaWatch – Tracker de Sentiment Consommateur International

Semaine par semaine, un suivi des réactions consommateurs à cette crise internationale

Nous avons reçu beaucoup de demandes récemment pour un suivi des sentiments et comportements des consommateurs dans cette période troublée par le Covid-19.
Nos clients nous ont partagé leurs craintes par rapport à cette situation changeante au jour le jour, et leur besoin de mises à jour régulières au fur et à mesure que la situation progresse: nous avons donc lancé notre Tracker de Sentiments consommateurs, le CoronaWatch.

Le Tracker couvre le Royaume-Uni, l’Allemagne, la France ainsi que les US, et vous propose des insights plus exhaustifs et impactants que les alternatives gratuites sur le marché.

Pour quelles industries?

Distribution, FMCG, Technologie, Service financiers, Voyages, Loisirs sont le focus principal de notre Tracker.

Qu’est-ce que j’obtiens?

Option 1 – 4 rapports quantitatifs robustes pendant 4 semaines

Marchés couverts: UK, FR, DE and US

Coût: UK = €3.4K, tous les autres marchés coûtent €4.5K par marché. 10% de discount si vous achetez 3 marchés, ou 15% si vous achetez les 4 marchés.

Echantillon: Représentatif au niveau national, 2,000 répondants par semaine pendant 4 semaines. Vous obtiendrez un rapport par semaine.


  • Sentiment par rapport au Coronavirus (plus un retour sur la manière dont le gouvernement, les médias et marques gèrent la crise)
  • Les sentiments associés avec le virus: les consommateurs ont-ils besoin de se sentir en contrôle, en bonne santé? Est-ce que la priorité est de rassembler les familles? Quid des soucis financiers? Etc.
  • Les actions prises par les consommateurs pour éviter la contagion, les sentiments lorsque le consommateur est contaminé, la vie post-maladie
  • Les changements dans le comportement d’achat: nombre de sortise, catégories, prix, raison d’achat…
  • Les marques vers lesquelles les consommateurs se tournent, et celles qu’ils ignorent, et pourquoi
  • Quelles marques réussissent le mieux leurs communications, et pourquoi?
  • Dans le futur, quelles marques aideront les consommateurs à s’en sortir?
  • Questions de profilage usuelles, avec le statut de contagion
  • Nous ajouterons des questions au fur et à mesure que la pandémie se développe pour rester flexible, ainsi qu’aux retours de nos inscrits
  • Nous demanderons l’utilisation de votre marque aux répondants pour que vous puissiez filter les données par vos utilisateurs.
  • A noter: étant donné le besoin de flexibilité et rapidité de notre tracker, les questions supplémentaires seront limitées, et chargées €230 par question


  • Un topline rapide par Word (voir ci-dessous)
  • Un Power Point d’environ 20-30 pages
  • Des tables de données à télécharger pour que vous puissiez utiliser les données comme vous le souhaiter, avec vos utilisateurs en tableaux croisés
  • A noter: livrables disponibles uniquement en anglais pour le moment

Option 2 – la vraie vie derrière les nombres – top-up qualitatif pour les 4 prochaines semaines

Marchés couverts: Royaume-Uni

Coût: seulement €2.3K pour les 4 prochaines semaines


  • Pour les 4 prochaines semaines, nous garderons un contact vidéo avec 12 personnes venues de foyers différents
  • Nous garderons un suivi de leur vie au fur et à mesure que la pandémie évolue, pour comprendre leurs sentiments, les marques vers lesquelles ils se tournent, et leurs stratégies pour s’en sortir
  • Nos participants couvrent un large spectre d’âges et de démographies


  • Chaque semaine vous recevrez une vidéo impactante de témoignages d’environ 5 minutes
  • Vous recevrez également un rapport Power Point d’environ 10 pages
  • Le livrable n’est disponible qu’en anglais pour le moment

Ceci n’est pas une étude comme les autres!


  • Insights UK disponibles à partir du Lundi 23 Mars. Tous les autres marchés commencent une semaine plus tard, avec le premier rapport d’insights disponible le Lundi 30 Mars
  • Terrain du Jeudi au Samedi chaque semaine
  • UK timings:
    • Quant top-line sur Word à partir de 11:30 chaque Lundi
    • Quant PowerPoint à partir de 11:00 chaque Mardi
    • Tables de données simples à partir de 4:00pm chaque Mardi
    • Pack Quali: disponible à partir de 11:00 chaque Mercredi
    • Vidéo qualitative: disponible à 13:00 chaque Mercredi
  • Timings DE/FR/US :
    • Top-lines sur Word à partir de 16:00 chaque Lundi
    • Power Point complet à partir de 11:00 chaque Mercredi
    • Tables de données simples à partir de 16:00 chaque Mardi


Envoyez un email à Lucie Level à ou contactez-là sur son téléphone: +44 7539 832 469

Cut to the Future 2020: The webinar

Missed the event? Get the low-down on our live webinar!

Last chance to get your hands on our 2020 Trends Analysis!

We had over 200 businesses sign up to our Manchester and London events and an amazing turnout despite virus challenges. We’re giving you the chance to see the content brought to life for a final time via our live webinar.

Trends: emotions in motion

Science has proved that consumers notice and remember things which speak to their subconscious. Easy to say, but how do brands reach the subconscious? Our Founder, Alison Bainbridge, will show you how our 5Drivers model highlights the subliminal triggers consumers will find too irresistible to ignore and the role of trends within this!

Hot right now!

We’ve analysed all the major trends forecast for this year and overlaid them on a 2×2 version of our 5Drivers model. This allows you to understand the emotional needs consumers want help with this year. Whilst not every zone is ‘hot’ today, those that are offer rich ROI if you can create or adapt a proposition to land on the right one.

When is it?

Friday March 27 at 11:00 GMT (12:00 CET, 06:00 New York time)

This is a live session lasting 25 minutes – including 5 minutes Q&A at the end

Who’s providing the thought-provoking thinking?

You’ll be inspired by Kokoro’s Founder, Alison Bainbridge.

Who is it for?

Anyone working in marketing, insight, brand, CX or UX who would like to know how to harness trends to drive commercial success.

Love to attend but can’t make the time?

Enter your details and we promise to send you the content.

Kokoro Cuts – best of February

A round-up of the best new experiences and campaigns we’ve seen on our travels. Here’s what you need to know about.

Everyone was talking about Mouldy Whoppers and then…

Wow! So Burger King’s mouldy burger dominated the ad land conversation when it hit last month. Read WARC’s great analysis of its impact right here. What really wowed us was how quickly and cleverly Nando’s surfed the publicity wave and won the burger war!

Be a Lady They Said – International Women’s Day and poetic justice

On March 8 International Women’s Day attracted unprecedented media attention. One piece in particular stood out to us, and to many others it seems – amassing over 20 million views within just a few weeks of launch. Be a Lady They Said, from fashion mag Girls Girls Girls, is a simple yet powerful adaptation of poetry originally featured on the Writings of a Furious Woman blog – a blast against the conflicting demands women face each day. We think it chimes perfectly with a key trend of 2020: “Accept me, whoever I am’.

Valentine’s 2020: let’s talk about sex differently

Back in February, the month of love, two brave campaigns stood out. Durex adopted a new brand positioning and visual identity, which focussed on a more honest, positive portrayal of sex – a move on from the porn-inspired, nudge-nudge tone that’s always dominated. This is about connecting with a younger consumer who’s comfortable with a franker approach and wants to free themselves from society’s ‘sexpectations’: “Worry less about how it ‘should’ look. Celebrate how it can feel. Porn’s not the norm. STDs are kinda real.” Meanwhile, the KFC-Moonpig link-up brought quirky fun to the party. This unlikely pairing felt like a stroke of genius at a time when the nation needed some light relief. It was a witty, disruptive boot up the backside of conventional, often very tired Valentine’s gifting options. The language of love is changing.


Gymshark’s frenzy-causing physical retail

Much anticipated, February saw Gymshark open its first physical space as a pop-up in London. This promises the allure of new, exclusive product in-store every Monday, plus a collaboration with London’s hip GYMBOX that will offer highly desirable fitness classes. This is a bold venture into the world of physical retail for, internationally, the UK’s fastest-growing fashion brand (Sunday Times HSBC International Track 200). Innovating on so many fronts, Gymshark is a young player that seems to have mastered the art of creating drama around its brand – something we think retail needs a lot more of right now!


Primark and wellness done well

Primark does another great job of creating new memories around the brand experience with a pop-up space dedicated to wellness (also available in a fuller form across 11 UK Primark stores). The concept design, product and comms have left customers startled and delighted in equal measure. We know that disruption equals attention equals exploration, and the surprise emphasis on wellbeing and sustainability cuts through. The pop up’s mantra is “comfort, rest, and reflection” – not perhaps the qualities shoppers would associate with a brand celebrated for fast fashion at full tilt. The message, supported by simple packaging and authentic backstories, is tailor-made for an era where wellness and well sourced are very much on trend.


Taking the leap from FOMO to JOMO

Many of us are ruled by the fear of missing out. Behavioural economists have long talked about how FOMO affects our decision making. Increasingly, the term has made its way into everyday conversation – from having that pudding after hearing a friend’s menu choice, to buying festival tickets you can’t quite afford #FOMO.

We want to soak up as much as we can, breathe it all in and celebrate with souvenirs (photos, posts, and likes). The downsides of this desire to experience it all and shout about it too are getting more apparent. It’s like running our own Sunday supplement! It’s exhausting. We can feel pressured to produce an endless lifestyle highlights reel, feel compelled to say a big fat YES to every offer that comes our way. But wait, there’s a new acronym in town! Meet JOMO, the calmer, more nurturing sibling – the joy of missing out.

JOMO is here to save us from the overwhelm of our own making. JOMO frees us from obligations. It says ‘stay home, cancel your plans’. It gives us permission to duck experiences we don’t fancy or can’t afford. Of course, we’ve all taken last-minute rain checks and told white lies to avoid the dull or effortful. JOMO takes this further. Not only do you dodge the giant night out when you’re feeling too tired, or the meal at that restaurant with eye-watering prices. With JOMO there’s a side-helping of guilt-free reassurance that you’re not a total loser or aging faster than you can say birthday.

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Whether we recognise it in ourselves or not, this JOMO instinct is powerful, and brands are cashing in – largely by focussing on the J in the acronym. The thing is we still want some joy! Without this it really is just plain missing out. Here are some winners…

  1. Leading the tribe is Dominoes and its celebration of JOMO. Naturally, we see Just Eat and Deliveroo winning here too – tasty food without leaving the sofa is the very definition of joy!
  2. Of course, any streaming service lends itself brilliantly to indulging in some downtime, and we predict Netflix, Amazon and Apple’s race to provide the most addictive, jaw-dropping content will only heat up,
  3. Fashion brands who emphasise luxurious loungewear are well placed – we are prepared to spend big on feeling cosy and looking chic whilst doing so.
  4. Luxury-led home brands are set to benefit – from high-priced candles to high-thread count sheets, we’ll want to invest in our nests if we’re to spend more evenings in them.
  5. And finally, could JOMO give quality food and drink a nudge too? We’ve seen specialist wine brands like Naked and Laithwaites fly recently. Perhaps splurging on the refreshments reassures us we aren’t boring or past it.

So, at your earliest convenience, get your comfies on, put your feet up, order some noodles, light the candles, open wine, mindlessly scroll Netflix, debate what to watch and then settle on that re-run of Friends. JOMO would want you to.

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Excited to be partnering with Nationwide!

Kokoro is proud to announce a new client partner, Nationwide Building Society. We are working together to deepen the society’s understanding of its members’ lives, needs and preferences.

We’ve won the trust of many brands through our unique grasp of the power of emotions; identifying the actions which resonate and drive spend. Owned by, and run for, the benefit of its members, Nationwide’s customer focus makes them a great partner for us. Kokoro’s expertise will deepen Nationwide’s understanding of how it fits with people’s lives and enable it to create even more compelling propositions.

”I’m delighted about our partnership with Nationwide. They are famed for seeing their members as people not numbers, and this is really in tune with Kokoro’s mantra that consumers go with their feelings. I’m confident we’ll be able to strengthen Nationwide’s natural empathy with their members still further – and ensure our insights get translated into both strategic and on-the-ground improvements to Nationwide’s legendary customer service excellence.
Caroline Bates, Director, Kokoro

Why so many digital experiences fail to deliver

Martha, our Director of Digital Activation, gives her expert take on how to avoid digital transformation disasters

A recent client meeting got me thinking. Why do some new digital experiences fail to deliver commercial benefits?

This particular client has been on the digital transformation journey for a while. They’ve invested heavily in their programme and are sure they have the right tech capabilities. And yet benefits in terms of adoption, cost savings and revenue are just not coming through.

My years at the coalface of digital transformation planning and execution, allow me to identify five common problems and five solutions…

  1. Compromised business cases
    • It’s very hard to make accurate forecasts on the financial return from something which doesn’t yet exist. We make it even harder for ourselves if we fall into either of these traps:
      • potential benefits are overegged (tempting when you’re under pressure to deliver a high net present value)
      • costing assumptions are divorced from those about benefits (can happen when the first is done bottom up and the latter top down, or when multiple stakeholders are involved)
    • Solution: independent forecasting based on clear, consistent user stories backed by statistical modelling and benchmarks – plus strict ownership of case, with relentless documentation (dull but essential!)
  1. Research not fit for purpose
    • Typically, research underdelivers in one or more of these ways: it doesn’t go deep enough, isn’t actionable enough, or is not used often enough. The best foundational research delves beyond people’s post-rationalised answers and gets to the subconscious, emotional drivers of behaviour. Insights are then coupled with collaborative ideation to build action plans which product teams own. Lastly, the research is used iteratively throughout development to define, refine and validate new digital experiences. Too often too many of these elements are missing
    • Solution: talk to us about Kokoro’s innovative, impactful approaches such as biometrics and our game-changing 5Drivers model of consumer emotions. We’re confident we’ll make your research budget go further and deeper!
  1. All eggs in one basket
    • I really admire product and creative people who have an instinctive vision of how their digital journeys should function. However, time and again I’ve witnessed seemingly great ideas fall short. This is often because there are a ton of factors to consider and the odds are stacked against even very good ideas delivering first time
    • Solution: the best way to beat the odds is to play the numbers game. Start with multiple executions, whittle these down and refine through rounds of fast-turnaround user research and A/B testing – de-risking your benefits forecast with likely success rates in mind. Get in touch to find out how our genius for arriving at the best idea has won the loyalty of so many big brands
  1. MVP is too M (or not V enough)
    • Minimal Viable Products are a familiar part of the Agile delivery model, but sometimes what gets launched is just too minimal! A particular risk with technically complex solutions is requirements get sacrificed in order to meet a release deadline. Then, before you know it, you’re launching with only the most basic features and a sub-par user experience. You’ll optimise this post-launch, but will those unforgiving younger users give you a second try?
    • Solution: put points 2 and 3 (above) in place and ensure product owners are steeped in users’ needs – and willing to go to bat for them
  1. Benefits attribution plan is MIA
    • Too often, product teams ask analysts to quantify the benefits of something they’ve launched only to find that meaningful measurement isn’t possible. This can happen when they’ve not planned any controlled way to gauge impact – leaving the analyst unable to disentangle the effects of the new experience from all the other factors that affect performance (seasonality, marketing activity, pricing, competitor campaigns etc.)
    • Solution: engage analysts early to plan a measurement approach that balances the need for accuracy with pragmatism (e.g. controlled release, A/B testing, lookalike analysis, post vs pre period etc.)

Get in touch for more on how Kokoro can help you make a success of your digital transformation.

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Have you fallen into the ‘easy trap’?

Our Founder, Alison Bainbridge, gives her view on why focusing on just being easy won’t work for your CX strategy

I get it. Nobody wants a hard experience. Picture this supermarket visit. Three times in five minutes the product you need is out of stock. Your cortisol levels rocket. You feel under attack. You’re no longer on autopilot. You’re forced to think. This is bad news because, thanks to Daniel Kahneman, the world knows thinking is something humans don’t like doing. It’s painful to have to rethink your tea plans or nip to another supermarket – and shit! The kids need collecting in 20 minutes! If a supermarket wants to stay in business, it cannot inflict these moments on shoppers.

Now picture another visit. Everything was in stock. You were out in ten minutes and arrived at school with time for a quick Instagram. Would you remember this experience? No! It was unremarkable. It’s gone. And if a store is always unremarkable it will become invisible and steadily fade from customers’ minds. Rivals will fill the vacuum.

So why do so many companies sign up (so easily) to the pursuit of easy? A big reason is that driver analysis often shows a hassle-free experience to be central to satisfaction. Alert 1! You need to be very careful about what customers actually mean by easy. It’s not just about practical things. They also mean ease in a higher-order sense i.e. ‘Get me! Solve my problems. Help me realise my dreams.’

Alert 2! But I think the real reason companies focus on ease is it lets them hit the ‘no brainer’ button. It doesn’t require them to step into the unknown, to create something new, to do something head turning.

The quest for ‘hassle-free’ ease results in directives to ‘find and remove pain points’. In the business plan this gets described as ‘Year One: get the basics in place’. Everyone agrees to it because, whilst it might require lots of work, there are always lots of people willing to do this. And it definitely feels right to get the house in order – especially in uncertain times.

Alert 3! This plan should really be labelled ‘let’s be unremarkable, drift from consciousness and let others (like Boohoo, Greggs, Next, Pretty Little Thing) steal the limelight’. Put like this it doesn’t feel so right does it?

Alert 4! So, what’s a better weapon than ease? It’s to disrupt – to build memorable, irresistible elements into your CX. Picture a trip to your local Aldi. Whilst the prices are predictably low the constantly changing ranges hold surprises: Halloween dancing skeletons, a giant Jo Malone lookalike candle or some new vegan products. These spark ‘how do they do it?’ moments which form lasting memories.

This kind of experience is what a psychologist would describe as a state of ‘flow’. You’re not on autopilot, you’re engaged. You’ve suddenly got exciting ideas for your kids. You laugh at the sheer cheek of their copycat tactics! All this demands enough attention to make you feel something, but it doesn’t become ‘hard work’. And because you’ve felt something, you’re much more likely to remember it (it’s how our brains are wired).

This is a fine balance. Every feeling at every point of the journey must be nailed if the magic is to happen. Entrepreneurs get this instinctively. Today’s business school graduates are taught it. Others can be left flatfooted.

Cut to the Future – London 2020

Cut through the Crap – Cut to the Future

Join our new thought-provoking, interactive event and learn how you can harness the big consumer trends of 2020 and transform them into actionable plans to drive remarkable growth for your brand. Join us in London on March 11 2020, 2-5pm.

Sick of trends conferences that talk about far flung, futuristic, complicated concepts with unprecedented long words? Sick of listening to slide after slide of strategy but doing very little actual doing? Want some actionable ideas to implement? We’ll help you Cut through the Crap and find the fuel to get ahead.

Cut to the Chat

See the future differently. We’ll present our research and acclaimed thinking to show you the 5 big trends motivating consumers in 2020. See how people want to feel and what this means for the way brands connect with them, so you can build better products, experiences and services to grow your base and transform your sales and profit.

We’ll show you how these trends impact key consumer audiences – with particular focus on:

– the young, sexy twenty-somethings every brand is after

– the often forgotten money-rich over 60s

We’ll inspire your proposition strategies – be it in banking, clothing, food and drink, retail or travel.

Cut to the Creating

Now put your learnings into action. How can your brand harness what you’ve heard?

We’ve got the experts to give you the techniques to feel confident enough to try new things and develop new ideas faster. We’ll workshop the practical ways you can capitalise on our big 5 trends in small groups of like-minded individuals.

You get the opportunity to put your ideas into action with our expert facilitation and new fresh thinking.

Cut to the KokoroLabs

Traditional insight measurement is broken. See and experience our new tools to better understand and predict human behaviour to drive better profit and growth.

ClosenessLab – Businesses are way too disconnected from consumers. Get our new tactics to get better connected and create winning products and experiences off the back of it.

JourneyLab – Most brands don’t have a clear plan on how and where to inject Visionary moments in their experiences to drive the most growth. See how FeelFactor can help.

UXLab – Take your UX research to a higher level than usability alone. See how we use our proprietary model of emotional drivers to build Visionary digital experiences.

VRLab – See how the future of virtual reality can help you achieve richer testing of ideas.

Inspiration from Josh Valman – a world leader in rapid innovation

Josh began engineering aged 10, entering to the TV show Robot Wars. For almost three years, from the classroom and his bedroom, Josh ran corporate supply chains across the US, Europe and Asia, demonstrating how enterprises could use Chinese production to cut their own costs. After clients discovered his age, at 17, Josh ended his early consultancy career having sold the business. Josh has subsequently gone on to build RPD – powering more than 100 corporate R&D departments around the world for the likes of Vodafone, Bosch, Pernod Ricard and Unilever.


March 11 2020 | 2-5pm

The Stanley Building | King’s Cross | London

2:00-2:30pm –
arrival and networking

2:30-3:30pm –
cut to the chat

3:30-4:30pm –
cut to the creating

4:30-5:00pm –
explore labs, network

5:00-8:00pm –
grab a drink and celebrate getting through dry January!

Save your spot now!

For our event on March 11 2020, 2-5pm.

This event is aimed at anyone who wants to challenge their thinking, get better at doing and currently works in Consumer Insight, CX, UX, Analytics, Marketing, Brand or NPD. Our last event was a sell-out. Places to this event are extremely limited. Reserve your spot to avoid disappointment.

KokoroBites: Customer closeness redefined

Supercharge your brain cells in 20 minutes with our live webinar series

Customer centricity – how do you really achieve the biggest overclaim in business?

Everyone says their business is customer centric, yet few really achieve it. “We’ve got feedback surveys in place, we track NPS, we watched a focus group, we listened to some customer calls” Er………. Stop claiming you’re customer centric, start living like you are. Our emotionally intelligent approach gets to what people really want from you. You can’t put them at your heart if you don’t understand theirs.

What will you learn?

In just 20 minutes you’ll be inspired by our resident Customer Closeness guru Laura Gillespie. You’ll get to learn:

  • Why customer closeness is so important for businesses and how, when done right, it should transform the products, services and experiences you create and their commercial return
  • Why too many brands are stuck in their small siloed bubbles and how they can break free
  • How we’re employing a range of new, emotionally intelligent approaches to help brands get really up close and personal with consumers
  • Ideas and techniques to inspire your thinking and elevate your approach to customer closeness

When is it?

Friday February 28 at 11:00 GMT (12:00 CET, 06:00 New York time)

This is a live session lasting 20 minutes – including 5 minutes Q&A at the end

Who’s providing the thought-provoking thinking?

You’ll be inspired by Laura Gillespie  – leading Kokoro’s powerful work on leveraging emotions

Who is it for?

Anyone working in insight, marketing, brand management, advertising and UX who wants to harness the power of customer centricity to deliver commercial success.

Love to attend but can’t make the time?

Enter your details and we promise to send you the content.