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Want to know what the nation is really feeling right now?

Each week join our hugely popular webinar for your chance to see powerful key findings that emerge from our weekly The Score consumer tracking study. See how life really feels for UK consumers and how it’s shaping behaviour. Get our expert predictions for the coming months to know how your brand should adapt to win in corona times.

Don’t miss this opportunity to join 500+ marketing, insight and strategy experts already signed up to hear these acclaimed insights. Scroll down and sign up now!

When is the webinar?

  • The free webinar runs every Wednesday at 15:00 BST (16:00 CET)
  • Each session is live and lasts for 45 minutes (including 5 minutes time for questions)
  • The sessions are not recorded so don’t miss your chance to get these acclaimed insights

What will I learn each week?

  • How consumers are feeling about life right now – their hopes, actions and fears
  • How fear of covid fears are changing and how this impacts daily activities
  • Predictions for the year ahead as life returns to ‘normality’
  • How buying behaviour is evolving and what it means for your sector
  • Attitudes towards finances as a massive economic storm brews
  • The brands being trusted in these fast evolving times

Who’s providing the thinking?

You’ll be inspired by Kokoro’s Founder, Alison Bainbridge, and Laura Gillespie – our resident qualitative genius!

How do I sign up?

Enter your details below to instantly sign up to the webinar sessions hosted on Zoom.

The Score – get our acclaimed weekly tracker

The sharpest human insight in the corona era

Each week we reveal the true story of what life feels like for the nation. It’s a story often missing from the news headlines; one about sometimes subtle changes in behaviour and what brands can do to feel most relevant as life reopens.

Robust, agile quantitative read

We survey 2,000 UK consumers each week – fieldwork runs from Thursday to Saturday. You get top-line findings, describing the big stories of the week, by 10am each Monday accompanied by full data tables. Every Tuesday by 10am you get a 25 page PowerPoint deck that brings to life how feelings and actions are changing and what your brand can do to stay in tune with consumers. This is also presented via live webinar an hour later.

Rich qualitative exploration

We’ve become part of the lives of 20 households across the UK. Each week we delve deep into their hopes, fears and feelings around the pandemic and uncover how these shape their everyday behaviour and outlook on the future. We dig into what they’re scrolling, watching, eating, or even actively avoiding and synthesise all of this rich detail into a concise story-led deck of key themes and a hard-hitting 5 minutes short film to bring insights to life.

Pricing

You get all the back data and insights from the past 12+ waves of tracking plus 4 new complete waves of insights! Choose from one of three great value packages.

Customised solution

£9,000

Four weeks of tracking!

Robust quant survey

Toplines in Word

25-slide story-led deck

Data tables

Live presentation

Qualitative insights deck

Hard-hitting film

Qualitative deep dive on your customers

Complete solution

£5,000

Four weeks of tracking!

Robust quant survey

Toplines in Word

25-slide story-led deck

Data tables

Live presentation

Qualitative insights deck

Hard-hitting film

Basic quant solution

£4,000

Four weeks of tracking!

Robust quant survey

Toplines in Word

25-slide story-led deck

Data tables

Live presentation

What’s covered?

We explore and track the following key areas. We adapt questioning as the pandemic situation unfolds – and in response to any feedback we get from subscribers. We ask about brand usage for all brands who sign up (so you can cut the data by your users). There is some scope for additional questions (charged £200/€230 per question).

Living with Coronavirus

Level of dread about getting ill

Who has had it and where they live

Severity of the symptoms

Life after recovery

Impact on morale

Level of anxiety

Focus of fears/concerns

Potential mitigating actions

Drivers of feelings

Changes to daily life

What’s been stopped/started

What’s missed the most

What’s been avoided

Which new habits are forming

Food shopping behaviour

Relationship with shopping

Who’s switching to online

Brands used, who’s impressed/why

Next 7 days – what’s on shopping lists

Non-food shopping

What’s been bought and how

Changes to spending habits

Now food cupboards are full, where is spend focused

What’s next in their online baskets

Who to trust in crazy times

Which leaders, experts, organisations

Which brands are cutting through

Emotions provoked and where brands can help

What’s the role of business

“I share the findings with our exec team each week and they’ve found them invaluable. Excellent work, especially for a syndicated tracker. Thank you!”

Head of Insight, major UK Grocer

Interested in learning more?

Got a question about the insights? Want more detail on what’s covered? Simply email Mark Taylor (Client Services Director) on Mark.Taylor@Kokoro-Global.com or call him directly on +44 7971 285990.

Get your copy of our CoronaWatch month one highlights

We’re human and so is our response to Covid-19

Over the last month we’ve interviewed over 10,000 people across the UK, Germany and France to understand life during coronavirus.

We’ve discovered that, to a large extent, we’re responding in all the ways you’d predict humans would, with the virus acting as an accelerant for things already afoot in our lives.

Winning over the next 6-9 months will inevitably be easier for brands either lucky enough to find their business model aligned with these corona times, or who can quickly flex to suit them.

How should your brand respond? Read on!

1. We’ll take care of you

Even on a good day, we’re all drawn to a feeling of Control – it gives us a sense of equilibrium and, on a practical level, allows us to do the boring stuff in life almost on autopilot.

In contrast, we fear disorder – and coronavirus is disorder on steroids. The invisibility of the transmission phase and the exponential growth in the death toll is terrifying.

We’re so scared we’ve accepted lockdown and retreated into our homes. We’ve also become beyond grateful to frontline workers who either fight the illness or get essential supplies to our homes. These are people who, three months ago, we probably barely thought about.

Our disproportionate need for Control right now makes us drawn to brands and people who keep things simple, provide clarity of message, adopt an authoritative tone and take concrete actions.

Some early winners are Bill Gates (who predicted a pandemic and has now pledged billions to find a vaccination), Tesco (who have nailed social distancing), Guinness (with their powerful stay-at-home adverts), and Angela Merkel (whose early intervention/testing approach has led to fewer deaths).

The recently announced COVID-19 team up between Apple and Google is interesting. Through tracking our movements, it will allow anyone who encounters a ‘virus carrier’ during their asymptomatic phase to be retrospectively notified. In the short-term, both brands will benefit from being seen to ‘keep us safe’. In the longer run, both could gain from being seen to use our private data for the greater good rather than to merely ‘make a buck’.

The epidemic has seen an onslaught of letters and videos from CEOs. The joint comms from the supermarkets nailed it with the ‘we’re working together, we’ve got your back’ message. More recently, however, the deluge of comms is felt more ‘bandwagon’ or ‘self-congratulatory’ than genuinely helpful – people want concrete actions not platitudes.

2. We’ll bring it to you

We’re scared – particularly in the UK and France, where death rates are much higher than in Germany. The upshot is that we now much prefer stuff to come to us rather than go out shopping.

We all need food, so the demand for online grocery slots is sky high, and there’s been an increase in the use of restaurant delivery services and subscription food boxes. All were on the rise before lockdown, but the virus has clearly accelerated growth.

Online pharmacies have also boomed – Google searches for these being 4 times higher at the end than beginning of March.

Beyond this, despite all the talk of ‘the pandemic making us appreciate a simpler life’, we still want non-essentials – and, with the inevitable economic impact of the virus yet to fully sink in at a personal level, the desire for ‘stuff’ is increasing all the time.

Naturally, the ‘stuff’ we want centres on things the crisis has made doubly attractive. These include digital distractions (Netflix, Disney+, TikTok and the recently launched Quibi), family fun (games, puzzles, crafts), treats (booze, home baking, confectionery), home/garden (paint, bulbs, cushions), comfy clothes, gifts etc.

So, now is the time for brands (who have quite rightly shut up shop to protect their employees) to work out how to bring things into our ‘bubble’ homes safely. If they don’t, Amazon will and coronavirus will be another vehicle for the transfer of wealth to Mr Bezos (whose company has historically paid low taxes and thus contributed little to our desperately needed healthcare services).

3. We’ll help you feel connected

Humans are social animals. We don’t survive well in solitary confinement and so we’re all busy reaching out to people we rarely see in regular times! Zoom has seen users grow from 10 million to 200 million in just 3 months. Houseparty, the video chat app, became the number one app in the Apple store in week one of lockdown. Moonpig, the personalised card company, has seen orders flood in.

A significant upside of seeing people we know/love is that it makes us feel grounded – and so helps us put back another brick in the foundations of our sense of Control. We quite literally feel ‘stronger from being together’.

We’re looking beyond our friends and family for a sense of connection. The weekly applause for the NHS, the supportive messages in our windows and the helloes from strangers across the road are all facets of this.

The Boris ‘I’m alive’ speech encapsulated this feeling of connection with the line ‘Our NHS is the beating heart of our country. It is the best of this country. It is unconquerable. It is powered by love’.

This need for connection and community is also evident in our support for local businesses – whose existence we fear for and want to protect. Deliveroo and UberEats offer a lifeline for small restaurants via home delivery. Watch out for new community-based businesses springing up once the epidemic has passed.

Over the coming months we’ll also see big brands playing to Belonging. Here are a few early good ones worth a watch: ‘What’s for tea?’ from Bird’s Eye, a St Patrick’s Day from Guinness, and Barilla, which pays tribute to ‘resilient Italy’.

Our very close personal relationships are also accelerating during lockdown too. Proposals (and babies!) will arrive quicker due to months of ‘normal dating time’ being compressed into a few weeks. However, cracks in existing relationship will widen and divorce rates will rise. Change always leads to brand opportunities – in this case for ‘help me to cherish togetherness’ or ‘ensure I’m not alone’.

4. We’ll help you find balance

Another important aspect of Control is balance – including the guidelines we set ourselves to keep damaging behaviours in check.

Before the virus appeared, we all had the stories we told ourselves. These could be about exercise twice a week, 10k steps, limited screen time, alcohol-free days, walk (don’t drive) to work, 5-a-day, or bed by 10pm.

For all but the iron-willed, it’s likely these stories will have been hard to live up to over the last few weeks – because we’re seeking comfort, we’re bored or simply feel we deserve a treat.

Work also usually provides balance, but working from home is a new thing for many of us and, for those furloughed (last week this stood at 23% of the working population), this has been taken away from them.

Brands who can help provide structure, routine and balance will find themselves in high demand.

An obvious beneficiary here is online education and wellbeing. In the last month, podcasts have blossomed, Joe Wicks has added one millions users and Google searches for Strava (the running app) have increased four-fold.

Beyond this there’s significant potential for food brands/supermarkets (balanced eating/drinking) and tech (balanced digital habits), hair/beauty brands (feeling unkempt makes us feel out of control) – and, even if most consumers are ignoring it at the moment, for financial institutions to help us maintain financial balance.

Want more insights like this?

For more information on these insights or our acclaimed CoronaWatch study just email Alison.Bainbridge@Kokoro-Global.com or Laura.Gillespie@Kokoro-Global.com

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.

Contenu:

  • 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

Livrables:

  • 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

Contenu:

  • 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

Livrables:

  • 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!

Timings:

  • 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

Intéressé-e?

Envoyez un email à Lucie Level à lucie.level@Kokoro-Global.com 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.

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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!

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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.

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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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