LIVING STATS
Research and data to make sure my predictions are solid and fact based.
AS A FORTUNE TELLER
HELPING BUSINESSES TO THRIVE
ABOUT US
We help people who deal with brands and innovations to succeed. You could see us as fortune tellers: predicting markets and the likeliness of success. But unlike a fortune teller we don’t do magic, instead we use research and data to make sure our predictions are solid and fact based.
Why?
We believe we can predict the future. Not literally, but most of the time we make mistakes which could easily be avoided if we would rely on data and insights that come from the consumers themselves. Simply put: We believe that the best 'gut feeling decisions' are the ones that are supported by the facts!
What is your story?
Market research sucks! It’s no fun and definitely not engaging when you are ‘interrogated’ in a survey. As a respondent you normally start a survey with all these questions about age, gender and what products you own, and it is really not clear why they want to know all this. But okay, after these ‘abundant’ questions you finally start the ‘real’ questionnaire. The first question is to evaluate a brand on 26 statements, using a 7-point scale. ‘To what extent do you agree that this brand offers…?’ After 10 statements, you get bored and start to speed up a little. The next question will probably be exactly the same, just for another brand...
We know how this is being analyzed. There will always be one of the statements that scores significantly lower than average. So an easy conclusion is to base strategy on this low scoring element. It causes banks to suddenly become ‘hip and happening’ when scores are low on ‘connect with me personally’ among 18-25 years old. But what about the rest of the consumers?
Market research is very important for all brands and all products that are brought to markets. Without facts (from research) everything is just an opinion. But please, why not take research and respondents more seriously? It's no fun and definitely not engaging when you are 'interrogated' in a survey and we often wonder what this will do for data quality. We believe that if you ask relevant questions in the right context in a fun and engaging way we will all benefit.
Why do you earn the right to claim this?
We have worked for many big brands and local heroes, in more than 34 countries. For example PepsiCo, Philips, Heineken and ING who asked us to help with their brand strategy or launch of a new product category. We support CMO’s, MI managers, CI managers and market researchers with insights about their consumers, needs, drivers, motivations, habits and believes in all possible markets that they want to explore.
What products or services do you deliver?
The living STATS team delivers marketing consultancy, based on facts. We listen to understand your business challenges and only after research and deep analysis respond with 'ready to use' and actionable recommendations. We answer the What, Why, Who and How for your brand and products!
What is your education?
The founder of Living STATS, Rachel, is a behavioral psychologist with over 15 years of international consultancy and research experience. Always focused on innovation in research, committed to do a better job every time I start a new project. She cooperates with many driven professionals from different professions - from IT specialists to brand strategists - to make sure clients get the very best advice.
Do you have a case study?
For a big multinational within FMCG our team supported the CMO implementing a new product line. This was supposed to be a new kind of snack. But what exact products would be included in the product line was not yet decided. There was a preferred name direction, but also a big concern about a negative association with a horrible disease at a potential outbreak. In addition they also struggled with the logo and the look and feel of the packaging. And last but not least the potential of this product line per country had to be explored.
We conducted a series of researches in which we talked to consumers in more than 10 countries worldwide about their snacking behavior, where and when they would be open to try these kind of new snacking products and what would make them willing to try this new brand. We talked about prices, promotions, competition, associations, taste, channels and all elements that could be of any importance to gain insight in how this product could be positioned. Based on all this information we co-created the full marketing mix with our client. This project was a huge success, one of their largest innovations in the last 10 years. During my holidays in Mexico, only a couple of months after the global launch - I’ve seen ‘our’ products on the shelves in the supermarkets.
What makes you unique?
Knowledge of the human psychology and advanced research skills is needed to unleash the true power of market research. And given that each client is different and faced with their own unique business challenges we use our knowledge and expertise to guarantee an tailor-made approach. Experience and a robust benchmark for most industries ensures that you are challenged to the best.
Why we are unique? Because we understand that every single client is unique and in contrast to other research agencies we are there to help them make meaningful and true connection with their customers and share insights that will make a difference.
What is the call to action that you want from your client?
Research based consultancy is people business. This is why we prefer to meet in person and share experiences, ambition and the challenges ahead. Never a waste of time, often the start of a very meaningful and successful partnership.