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< Back Unveiling Communication Patterns: Exploring Call Behaviours in Egypt and Saudi Arabia Home / Case Studies / Oct 27, 2023 Enhancing User Experience for Audio and Video Calls with consumers and business users Study Objectives: Decoding Communication Choices 🎯🔍 MindMarket partnered with a leading global tech company, seeking to delve into the intricacies of how consumers and business users across Egypt and Saudi Arabia interact with audio and video calling technologies. The aim was to understand the mental models driving their choices in communication modalities and to identify opportunities for enhancing user experience. Methodology: In-Depth User Insights 🕵️♂️📝 We recruited 20 participants—10 from each market—to engage in 75-minute online in-depth interviews. These sessions were conducted in the local languages by skilled moderators, with simultaneous translation ensuring that our English-speaking clients could capture every nuance live. This setup allowed us to probe deeply into user behaviours and preferences in real-time. Insightful Discoveries: User Preferences and Behaviours 📊💬 During the interviews, we explored key questions about why and how users switch between different communication modalities, what features they value most, and their overall usage patterns. Additionally, participants interacted with prototypes of new call app features, providing critical feedback that would guide future developments. This interaction offered a rich layer of understanding about what users truly need and value in their communication tools. Impacting Global Communication Strategies 🌐🚀 The insights gained from Egypt and Saudi Arabia are instrumental in shaping the development of more intuitive and user-friendly communication solutions by our tech partner. By understanding the local preferences and pain points, the company can tailor its offerings to better meet the diverse needs of consumers and business users in these markets. This project not only deepened our understanding of communication behaviours in these key markets but also underscored MindMarket's commitment to leveraging local insights for global technology enhancements. We continue to pioneer research that bridges cultural nuances and technological advancements. #MindMarketInsights #CommunicationTrends #TechInnovation #Egypt #SaudiArabia #UserExperience #DigitalCommunication Previous Next

< Back Cultural Intelligence for AI Development: How UX Elevated a Global Platform's GenAI Design Home / Case Studies / Nov 20, 2024 Unlocking Nuanced User Expectations Across Brazil and India to Create More Culturally Responsive AI Conversations The Challenge As AI user experience specialists , we partnered with a leading global social media company to explore how users from diverse cultural contexts perceive and interact with AI-generated responses to political prompts . Our client needed to: Understand how users in Brazil and India interpret AI responses that may not perfectly align with their personal opinions or cultural values Evaluate user reactions to different AI response styles, including refusals, balanced perspectives, and citation formats Gather insights to inform their approach to developing culturally sensitive AI systems that can effectively navigate politically charged topics "MindMarket's methodical approach to our multi-market GenAI study delivered exceptionally nuanced insights. Their expertise in navigating cultural sensitivities whilst exploring complex political contexts was invaluable to our product development roadmap." — Senior User Research Lead, Global Social Media Platform Our Approach To provide robust insights across different demographics and cultural contexts, we conducted in-depth qualitative research in Brazil and India : Phase 1 : English-language sessions with participants from both markets, establishing foundational insights Phase 2 : Native language sessions in Portuguese (Brazil) and Hindi (India) to capture nuanced cultural perspectives Our comprehensive research methodology included: 90-minute remote IDIs with 40 participants (20 per market) representing diverse political leanings, educational backgrounds, and socioeconomic statuses Experiential simulations where participants evaluated mock AI conversations on politically charged topics specific to their cultural contexts Comparative response analysis allowing participants to assess different AI response styles, from directive refusals to neutral multi-perspective approaches Opinion mapping to understand how participants' own political views influenced their preferences for AI communication styles Key Insights & Impact Cultural Context Shapes AI Expectations – We discovered significant variations in how users across markets interpreted AI "neutrality." Brazilian participants generally preferred responses that explicitly acknowledged moral positions on issues like corruption, while Indian participants often valued more technically neutral responses that provided balanced perspectives. This insight helped our client develop market-specific AI response protocols. Citation Credibility Varies by Topic – Research revealed that citation preferences were highly contextual. For politically sensitive topics, participants trusted responses with explicit citations to credible sources. However, for everyday questions, citations were often seen as unnecessarily academic. This finding enabled the client to implement contextually appropriate citation strategies. Refusal Messaging Requires Cultural Calibration – When AI systems declined to respond to potentially problematic prompts, participants showed clear preferences for refusals that redirected to constructive alternatives rather than simple rejections. This insight directly influenced the platform's approach to handling edge-case prompts in different markets. Response Length Tolerance Differs by Demographic – Younger users (18-24) showed significantly less patience for lengthy AI responses compared to older participants, regardless of content quality. This demographic insight informed the client's content optimization strategy, particularly for mobile contexts. Why MindMarket? As cross-cultural AI research experts , we understand the nuanced intersection between technology, politics, and culture that global AI platforms must navigate. We deliver genuine cultural context , not just translation, through our globally distributed research team with deep local knowledge Our multi-modal analysis methodology ensures comprehensive insights by examining both verbal feedback and non-verbal cues during user interactions We are GenAI subject matter specialists —having conducted extensive research across multiple AI platforms and use cases With established recruitment channels in emerging markets , we equip businesses with insights from traditionally underrepresented user segments What's Next? Let's Talk. Looking to understand how your digital product or service will resonate across complex global markets? Let's connect. 📩 curious@themindmarket.com 🌍 www.themindmarket.com 🔗 https://www.linkedin.com/company/the-mindmarket/ Brazil India Previous Next

< Back Mastering the Crypto Frontier: A Pan-European Exploration into User Experience Home / Case Studies / Jul 31, 2023 Decoding User Journeys: Enhancing Onboarding in the Crypto Space across 6 Leading European Markets Gathering the Players: A Recruitment Triumph 🌍🔍 In the ever-evolving world of cryptocurrency, understanding users is paramount. Rising to the occasion, our Mind Market team assembled a diverse group of participants from across Europe. These weren't just any users—they were carefully selected individuals from competitor crypto platforms, meeting intricate usage criteria. From the bustling financial districts of Germany, France, Italy, and Spain to the iconic streets of the UK and the innovative hubs of the Netherlands, we meticulously recruited 10 participants per country to embark on this fintech odyssey. Diving Deep into the Digital Experience 💻🧠 With a seamless synergy between our local moderators and interpreters, our online in-depth interviews became a treasure trove of insights. Each session was a deep dive into the world of crypto platforms, with a particular focus on the onboarding process and how to improve the user experience. And, as our client team attentively tuned in, they were privy to real-time insights, capturing the pulse of users' experiences across these key European markets. Transformative Outcomes: Shaping the Future of Crypto 🚀🔗 The intelligence we unearthed was nothing short of transformative. Our concerted efforts in user experience research illuminated pathways for refining the onboarding process on the crypto exchange. The result? An enhanced UX that not only simplifies the entry point for users but also ensures they stay engaged and invested. As we celebrate these successes, our optimism is sky-high, anticipating the ripple effects these insights will have on the wider fintech landscape. Empowering Evolution in the Crypto Universe 🪐💹 #MindMarketInsights #MarketResearch #UserExperienceResearch #Insights #Fintech #Crypto #CryptoPlatform #CryptoExchange #OnlineInterviews #RealTimeInsights #GlobalInsights Previous Next

< Back Navigating Global Ambitions for the Next-Gen Smartphone Tech Home / Case Studies / Feb 28, 2023 Shaping the Smartphone Horizon: Embracing Global Voices for Smart Home Evolution In the dynamic arena of new technologies , a leading global tech brand, celebrated for its spirit of innovation, sought to refine the future of smartphone interfaces and smart homes. Integrating global user experiences became central to shaping this new produtc, especially addressing genuine concerns about privacy, data sharing, and storage intricacies. With unwavering commitment, our Mind Market team embraced this mission, conducting over 100 in-depth online interviews across the globe: From Brazil, Chile, England, France, Germany, India, Indonesia, to Japan, and Mexico. Yet, our collaboration went beyond mere interactions. Our # mindmarketinsights included methodical respondent recruitment, seamlessly integrating with a trusted network of local moderators and adept interpreters. This comprehensive approach ensured that every user experience interview reflected its genuine essence. In the evolving domain of new technologies , whether it's a smartphone , smartspeaker , or the expansive realm of IoT , success is intricately woven with meaningful data and intuitive UX . Design that resonates is born from deep-rooted market research and nuanced global insights . Acknowledging this monumental role, we revel in the knowledge that our collaborative endeavors will influence a product destined to enhance lives and experiences globally. The smart home future awaits, and in tandem with our client, we are poised to create a world where technology isn’t just intelligent, but truly transformative. 🌍📱🚀 #MindMarketInsights #SmartHomeEvolution #GlobalMarketResearch #TechForTomorrow #MindMarket #UX Previous Next

< Back Global Vision, Local Insights: Championing Inclusivity in Financial Technology Home / Case Studies / Dec 23, 2022 Engaging 20 distinct voices, each with unique accessibility needs, to sculpt a holistic and inclusive online interface in the UK In the bustling realm of financial technology, an esteemed brand, recognized for its progressive ethos in the fintech landscape, envisaged an online platform that resonates with every user—especially those navigating unique accessibility challenges. They sought our user experience research expertise to illuminate the nuances of this diverse demographic's digital journey. Research in Action With both diligence and empathy, our Mind Market team delved deep into this mission. We meticulously recruited 20 participants across the UK, harnessing the power of online in-depth interviews . Each participant brought a spectrum of accessibility experiences—from physical disabilities and literacy challenges to economic constraints such as sporadic income and considerable indebtedness. During each in-depth online interview, lasting 60 minutes, we wove together their stories, garnering invaluable insights into their needs and aspirations. Results & Reverberations The findings were more than just data; they were transformative. These insights empowered our client to make strategic adjustments to their online interface, ensuring a seamless and user-centric experience for all. Collaborating with a partner that champions inclusivity and accessibility at its core has been a testament to the profound impact of user experience research in the fintech research realm. We remain steadfast in our commitment, excited to have contributed to a digital world where everyone feels seen and heard. 🌍💼🚀 What’s Next? Let’s Talk. Looking to expand into new markets ? Let’s connect. 📩 curious@themindmarket.com 🌍 www.themindmarket.com 🔗 https://www.linkedin.com/company/the-mindmarket/ Previous Next

< Back Market Research in India - Understanding Social Media UX Home / Case Studies / Mar 19, 2023 Decoding Digital Desires: A Collaborative Dive into Gen Z and Millennial Social Media Experiences in India India, celebrated for its rich cultural tapestry, is also a hub of a rapidly expanding digital population. As pioneers in market research and user experience research (UX) , The MindMarket embraced the challenge to decode the digital behaviours of India's Gen Z and Millennials . Collaboration with Global Giants : In this transformative endeavor, we proudly collaborated with a leading UX research agency . This joint venture aimed to craft strategies for one of the world's leading global social media and technology brands, making the project a symphony of expertise from both entities. Respondent Recruitment - Curating the Perfect Ensemble : One of the pivotal tasks entrusted to The MindMarket was respondent recruitment . With meticulous precision, we sought out and curated the exact right profiles of Gen Z and Millennials , ensuring they matched very specific quotas concerning their social media usage habits. Market Research in India - A Deep Dive into Digital Desires : Navigating through the technologically adept streets of Bangalore, New Delhi, and Mumbai, we conducted 10 illuminating online in-depth interviews . These sessions, articulated both in English and Hindi, were a beacon to understand the emotions, needs, and digital reflexes of the younger Indian netizens as they traverse their social media feeds. The MindMarket's Methodology - Merging Local Insights and Global UX Strategies : An experienced moderator, a maestro in deciphering the diverse Indian digital landscape, facilitated our research sessions. Our commitment to global cohesion was exemplified by partnering with a skilled interpreter, ensuring our international clientele could glean real-time insights from local feedback. This harmony between tradition and technology is the hallmark of The MindMarket's approach to user experience research . Reimagining the Digital UX for Gen Z and Millennials : Our collaboration was much more than data collection; it was about redefining and refining the UX for two of the most digitally agile demographics: Gen Z and Millennials . Our research findings are on the cusp of being integrated, promising users a more intuitive, enriched, and vibrant social media journey. With market research at its heart and innovation in its DNA, The MindMarket continues to champion the cause of melding data-driven insights with human emotions. Join us in this odyssey, where data meets design, and insights inspire imagination. 🌍🧠 #MindMarketUX #GenZDigitalInsights Previous Next

< Back Navigating Financial Waters with Medical Residents in the USA Home / Case Studies / Mar 31, 2023 Financial Journeys Unveiled: Deciphering the Needs of Medical Residents through Online Interviews Decoding the Medical Journey: Understanding Motivations and Aspirations 🎯🧠 MindMarket proudly collaborated with a prestigious insights agency in the US to decode the intricate financial and personal journeys of medical residents. The goal was to serve a banking institution in tailoring their offerings specifically to this hardworking demographic, considering their unique challenges and ambitions. Unlocking Key Insights: The Power of Personal Conversations 🗝️🔍 Our meticulous recruiting brought forth 25 dedicated medical residents from a range of locations within the United States. Through 45-minute online in-depth interviews via Zoom, we delved deep, shedding light on their multifaceted world. From grasping their "big bucket" planning for the future to understanding their interaction with specific financial products during their medical residency, the conversations were rich and enlightening. Diving Deep into Their World: Key Focus Areas 🌐📚 Our exploration touched on crucial areas like: The financial roadmap they envision, encompassing pivotal milestones like completing their residency, initiating their practice, settling student loans, and personal milestones such as starting a family. Their inclination towards specific financial products, like ERL and other targeted solutions. The resonance of certain lifestyle imagery with their personal and professional objectives. Vital sources of information about financial products, ranging from professional organizations to independent channels. Their active participation in professional events, conferences, and the visibility of financial products tailored for them. Connecting the Dots: Serving with Precision 💼✨ The outcome? Deep-seated understanding, invaluable insights, and a clear path for our client to evolve their services, resonating powerfully with medical residents. At MindMarket, we relish diving into specialized niches and coming out with crystal-clear insights, setting the stage for our clients to shine. #medicalresidents #financialinsights #indepthinterviews #MindMarketResearch #MindMarketInsights #MindMarket #USAresearch Previous Next

< Back Elevating Luxury Tequila Sales: A Comprehensive APAC Market Study Home / Case Studies / Aug 5, 2024 Unveiling Consumer and Expert Insights Across Diverse Markets in Asia 🍸🌏 Project Aim: Decoding the APAC Luxury Tequila Market 🎯🍹 MindMarket teamed up with a leading insights agency for a British multinational alcoholic beverage company aiming to significantly boost their luxury tequila sales in the APAC region. The objective was to gather in-depth understanding of various markets and cultures to craft effective marketing strategies and campaigns. Phase 1: Consumer Research with Focus Groups and Shop-Alongs 📊🛒 In the first phase, we conducted in-person focus groups and shop-alongs across three key markets: China, South Korea, and Australia. Our teams in Shanghai, Sydney, and Seoul recruited participants who spend above average on luxury drinks in high-end venues such as bars, restaurants, and clubs. We facilitated two focus groups per market, led by experienced local moderators who garnered a wealth of insights. Participants suggested co-hosting events with other luxury brands in fashion and innovative educational initiatives about tequila production. In addition to focus groups, our expert fieldworkers conducted shop-alongs with five respondents in each market. These excursions into luxury nightclubs provided an observational study of consumer behavior, shedding light on how drinks are selected, ordered, and why certain choices are made. This dual-method approach offered a comprehensive view of the decision-making process for luxury beverages in high-end venues, exactly what the client needed to inform their future marketing strategies. Phase 2: Online Interviews with Industry Experts 💻🍸 The second phase involved online interviews with bartenders and mixologists from high-end venues in China, Singapore, South Korea, Indonesia, and Australia. These conversations aimed to capture expert perceptions of tequila compared to other liquors and gather insights on how to make tequila more appealing to their clientele. By understanding the trends, client preferences, and local customs from those at the forefront of the industry, the client gained invaluable data to complement the consumer insights from phase one. Methodology: Comprehensive Research and Expert Moderation 🛠️🗣️ MindMarket developed the screeners in close collaboration with our clients and conducted thorough recruitment to ensure the right participants were selected. We provided translation and transcription services to ensure accuracy and cultural relevance. Our local researchers and moderators played a pivotal role in extracting rich, actionable insights, and our Senior Project Manager, Nydia, served as the client's single point of contact across the APAC region. Impact: Strategic Insights for Market Penetration 🚀🌟 The combination of consumer and expert research painted a detailed picture of the luxury tequila market in APAC. The insights gathered provided clear strategies, ideas, and propositions on how to increase sales in the region. From understanding consumer behavior in high-end venues to leveraging expert knowledge from bartenders and mixologists, the client is now equipped with a robust strategy to elevate their brand and drive sales growth in this diverse and dynamic market. This project showcased MindMarket’s ability to manage and execute complex, multi-market research initiatives, delivering high-quality insights that empower clients to make informed strategic decisions. #MindMarketInsights #LuxuryTequila #APACMarketResearch #ConsumerInsights #FocusGroups #ShopAlongs #BartenderInterviews #MarketStrategy #BeverageResearch #TequilaTrends Previous Next

< Back Ensuring Accessibility: Evaluating Google Cloud Usability in Emerging Markets Home / Case Studies / Sep 29, 2023 Online In-depth Interviews to Assess the User Experience (UX) for People with Accessibility Needs in India, South Africa, and Mexico Project Aim: Evaluating Accessibility of Google Cloud Products 🎯🌐 MindMarket partnered with a leading UX research agency to assess the usability of Google Cloud products for users with disabilities in emerging markets. The objective was to identify potential barriers and gather insights on how users navigate Google Cloud to complete essential tasks. Methodology: In-Depth Online Interviews 💻🗣️ We conducted 10 in-depth online interviews (IDIs) via Zoom in each of the three markets: India, South Africa, and Mexico. Each session lasted 60 minutes and focused on individuals with visual impairments or upper limb motor impairments. Our recruitment strategy targeted participants with Google Cloud access and literacy, ensuring a comprehensive understanding of their experiences and challenges. Research Focus: Comprehensive Evaluation of User Experience 📊❓ Participants were tasked with performing specific actions on Google Cloud. Follow-up questions assessed the ease or difficulty of each task and gathered suggestions for improvement. Thanks to our local researchers we explored users' motivations, usability challenges, brand perceptions, and the integration of assistive technologies. Key areas included: Usability and navigation difficulties. Integration with assistive technologies. Desired features and unmet needs. Overall impressions of Google Cloud products. Reactions to potential new features and interfaces. Challenges: Recruiting a Niche Audience 🕵️♂️🌐 Recruiting respondents with specific accessibility needs who are part of the workforce in diverse emerging markets like India, South Africa, and Mexico presented significant challenges. However, MindMarket leveraged its specialised resources and expertise to successfully identify and engage participants. Our experience in working with people with disabilities ensured that we could gather valuable and accurate data. Deliverables: Actionable Insights for Enhancing Accessibility 🚀📑 The insights from these interviews provided the client with a detailed understanding of the usability challenges faced by users with disabilities. The feedback highlighted areas where Google Cloud could improve its accessibility features and better integrate with assistive technologies. These findings are crucial for refining the product to make it more inclusive. Impact: Informing Accessibility Improvements for Google Cloud 🌟📈 The comprehensive insights from this study are instrumental for the client’s strategic planning and product development. By understanding the needs and challenges of users with disabilities, the client can enhance Google Cloud’s accessibility and usability, ensuring a more inclusive experience for all users. This project demonstrated MindMarket's ability to manage and execute detailed qualitative User Experience (UX) research across multiple markets, delivering high-quality, actionable insights that support strategic business decisions. #MindMarketInsights #AccessibilityResearch #GoogleCloud #UserExperienceResearch #India #SouthAfrica #Mexico #MarketResearch #UserBehaviour #QualitativeResearch #InclusiveDesign Previous Next

< Back The Role of Wearable Devices in Tech-Forward Families Home / Case Studies / Aug 16, 2023 Deciphering Family Tech Trends: Smartwatches & Wearables in Families with Children aged 4-12 in Berlin and Tokyo Deciphering Device Dynamics 🤖👪 MindMarket's latest exploration dived deep into the integration of smartwatches in families with young children and the daily dynamics of tech-forward homes. Our research aimed to capture how parents and young children (ages 4-12) use wearable devices to facilitate communication and activities. Through in-home ethnography, we observed the interactions with smart devices, including the nuanced roles smartwatches play in these interactions. Cultural Contrasts in Connectivity 🇩🇪🇯🇵 In Berlin and Tokyo, we selected families deeply entrenched in either iOS or Android ecosystems, equipped with a suite of smart devices such as smartphones, tablets, smartwatches, smart TVs, smart home speakers, etc. Our 2-hour in-home visits revealed that while German parents utilised smartwatches to monitor their children's location, Japanese families opted for GPS trackers due to school policies against smartwatches. This distinction underscores the cultural differences in technology adoption and the varying levels of acceptance of privacy trade-offs. The Balance of Tech and Privacy 🛡️👨👩👧👦 The insights from this study are indicative of a larger trend: families prefer their children to be equipped with smartwatches rather than smartphones, highlighting the delicate balance between connectivity and exposure to screens and the internet. The preference for smartwatches stems from their functionality that allows parents to stay connected with their children while mitigating concerns over privacy and content consumption. Shaping Family-Friendly Tech Futures 🚀👶 These findings guide MindMarket's narrative on the future of family-centric wearable technology. As the market for children's wearables grows, our research provides pivotal insights for brands aiming to craft devices that harmonise with family values and privacy priorities, ensuring children remain within a safe and controllable technological bubble to thrive. #MindMarketInsights #Wearables #Smartwatches #FamilyTech #Research #Ethnography #Insights #ChildrensWearables #Berlin #Tokyo #TechTrends Previous Next

< Back Seamless Shopping Across Borders: How MindMarket Enabled a Global Retailer's Identity Strategy Home / Case Studies / Dec 5, 2024 Bridging Digital Identities Across Latin American E-commerce Markets in Chile and Mexico The Challenge As multilingual UX research specialists , we partnered with a leading US-based UX agency to explore a major global retailer's cross-border identity unification strategy in Mexico and Chile . Our client needed to: Understand how users perceive digital identities when shopping across multiple geographies Assess the value proposition of account merging and optimise communication of its benefits Evaluate proposed design concepts for a global account unification interface Navigate tight timelines with research materials that required significant on-the-fly adaptation Our Approach To provide comprehensive insights into cross-border shopping behaviours, we conducted in-depth UX interviews across Mexico and Chile : Phase 1 : Careful recruitment of qualified participants from both markets, ensuring representation across two key segments: Users with multiple regional accounts for the same retail brands Users with unified global accounts for cross-border shopping Phase 2 : Moderation of 60-minute remote sessions with n=20 participants (n=10 from each market) Our comprehensive research methodology included: Expert moderation with seasoned local researchers who navigated complex discussion guides while incorporating real-time feedback from client observers Nuanced exploration of cross-border shopping behaviours, pain points, and user preferences regarding account unification Interactive prototype evaluation where participants assessed potential interface designs for account merging experiences Simultaneous interpretation ensuring US-based stakeholders could follow Spanish-language sessions in real-time Key Insights & Impact Regional Account Management Challenges – Participants with multiple regional accounts for the same retailer reported significant confusion and frustration when managing payment methods, delivery addresses, and login credentials across markets. This validated the retailer's vision of a unified global user identity. Preference Hierarchy Clarification – Research revealed that users preferred country-specific preferences driven by delivery destination rather than geolocation, with currency, payment methods, and catalogues being the most important contextual elements to preserve during unification. Communication Opportunity – Participants strongly valued the concept of a unified account but needed clear, transparent communication about what would change (and what wouldn't) during the merging process. This insight prompted significant revisions to the retailer's planned transition messaging. User Privacy Concerns – The research highlighted unexpected concerns about personal data sharing across borders, which informed additional security and privacy features for the retailer's account unification strategy. Why MindMarket? As human-first, cross-cultural UX research experts , we understand the nuances of regional shopping behaviours and how retailers can successfully implement global user experience strategies. We prioritise authentic human connections in our research, fostering environments where participants feel comfortable sharing genuine experiences and emotions We excel under pressure , adapting to challenging research materials and demanding stakeholders while maintaining methodological rigour Our bilingual, local moderators ensure cultural nuances are captured that might otherwise be missed in translated sessions We are meticulously thorough in our recruitment process—ensuring only the most qualified participants contribute to the research With deep expertise in international retail UX research , we equip businesses with actionable insights that bridge the gap between local human needs and global business strategies What's Next? Let's Talk. Looking to unify your customer experience across markets? Let's connect. 📩 curious@themindmarket.com 🌍 www.themindmarket.com 🔗 https://www.linkedin.com/company/the-mindmarket/ Previous Next

< Back Enhancing Brand Equity: Packaging Insights Across Europe for Dairy Brand Home / Case Studies / Apr 12, 2024 Exploring Professional Perceptions of Packaging Design 🇪🇺📦 Project Aim: Unveiling the Impact of Packaging on Brand Equity 🎯🍽️ MindMarket partnered with a leading hospitality, food, and beverage insights agency to conduct an in-depth qualitative study for Arla Pro, a leading European dairy brand. The objective was to explore how packaging influences brand recognition and equity within professional settings, aiming to identify ways to enhance Arla Pro's brand visibility and appeal through strategic packaging changes. Methodology: Comprehensive Online Interviews 💻🔍 We conducted 10 online interviews per market, each lasting 60 minutes, across Denmark, Sweden, France, Germany, Finland, and the Netherlands. Our target respondents were key decision-makers in various restaurant settings, including quick service, casual, and full-service establishments. In Sweden and Denmark, we focused on recruiting respondents who actively use Arla Pro products, leveraging the brand's stronger presence in these markets. In the other regions, awareness of Arla Pro was sufficient for participation. Challenges: Navigating Recruitment and Brand Recognition 🕵️♂️📊 Recruitment posed significant challenges, particularly in markets with lower brand recognition. Despite this, MindMarket successfully identified and engaged the right respondents. We provided local moderators to conduct the sessions, ensuring cultural and contextual relevance. Each session included testing stimuli, where moderators shared slides with design prototypes, and respondents completed a homework task, bringing examples of effective packaging design to the discussions. Ensuring Cultural Relevance and Accurate Translation 🌐📜 A critical aspect of this project was translating session materials while considering local cultural differences. We worked with local linguists to transcribe each interview (intelligent verbatim) and translate it back to English, ensuring the client received culturally nuanced and accurate data for their analysis. Insightful Outcomes: Guiding Brand and Packaging Strategy 🚀💡 The insights from these interviews provided Arla Pro with a detailed understanding of the role packaging plays in a professional capacity. The data, accompanied by English transcripts of each session, offered clear guidance on how to enhance brand recognition through packaging. These insights are crucial for Arla Pro's efforts to refine their packaging strategy and strengthen their brand equity across diverse markets. This project highlighted MindMarket's expertise in managing complex, multi-market qualitative research, from challenging recruitment to insightful data collection and analysis. By acting as an extension of our client's team, we delivered actionable insights that will inform strategic decisions and drive brand growth. #MindMarketInsights #PackagingResearch #BrandEquity #ArlaPro #MarketResearch #HospitalityInsights #FoodAndBeverage #ConsumerInsights #QualitativeResearch Previous Next