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we are always learning, always improving

HOW eHEALTH IS CHANGING THE WAY CLINICIANS DELIVER INFORMATION

Emerging technology in eHealth is changing the way in which GPs and patients communicate. We recently assisted our client evolve an online information prescription tool which provides clinicians with web based information that can be tailored to an individual and delivered as part of a consultation. This tool not only provides written information about lifestyle factors and solutions which go beyond clinical advice and medical prescriptions for the patient; but also provides the patient with actionable items and a record of the consultation. This tool can help health professionals discuss the management of a range of common diseases and health issues (e.g. blood pressure, fatigue). Like for our client, we can assist you better develop tools and communication in the eHealth sector that consumer, patients and physicians benefit from, and that are both effective and engaging. 


 
'DISABILITY' - IT'S NOT WHAT YOU SAY BUT THE WAY THAT YOU SAY IT

The word ‘disability’ is under review with progressive and innovative new meanings emerging and driving new thinking in the sector. We assisted our client better understand the new and emerging landscape and position themselves as progressive thinkers in the market. By better understanding how customers think, talk and act we identified what they actual want from a service provider – we helped our client go beyond traditional institutional definitions of disability and service-centric language to real lifestyle needs and gains.


 
1 IN 5 AUSTRAIANS ARE LIVING WITH CHRONIC PAIN

This staggering statistic was partly behind our client’s desire to build an online eHealth tool that could be used by patients in seeking help from GPs - looking at solutions from a medical, psychological and lifestyle perspective. Conducting insightful qualitative interviews in home with people suffering from pain helped our client better understand how the value of the tool. Consumers were asked to use the tool ‘live’ at home as well as to take the tool into a real clinical setting (GP or specialist). This latter exercise was particularly revealing and provided considerable insight into how to maximise the tool’s usage and effectiveness. At the heart of the learning was the changing relationship between patient and clinician and the needs that each brings to a consultation.



THROWING THE BABY OUT WITH THE BATHWATER

How many times has your research company attempted to turf out the baby with the bathwater?  We recognise that good ideas may need to be evolved and have expertise in helping clients to refine messages and evolve creative. Our aim is to work effectively with your creative ideas in order to evolve strong, effective communication using compelling stimulus to bring the idea to life, sensitive moderation and recommendations on how to maximize impact. We also understand the importance of a truly Integrated approach – taking one creative idea and expressing it via different channels.


 
PACK RE-DESIGN - WASHING POWDER

Attempting to redesign/evolve iconic packaging can be extremely challenging without a process that manages visual equity.  Wrap™ our packaging research process creates a visual hierarchy for your brand allowing you to identify those elements which reflect your brand values, those which might need to be evolved to keep the pack design current and those which just add visual noise and should be replaced or removed altogether. Our research process also looks at the competitive context in the category context ensuring new pack designs will stand out and encourage consumers to STOP, LOOK, BUY and not just reflect what consumers like or dislike.


 
WHAT DO CLEANERS AND CHOCOLATE HAVE IN COMMON?

They are both impacted by bigger social influences. For example, social change has impacted how we see ‘power’ in household cleaners and the language and imagery we use to express it. 'Pack a punch power' has been replaced by smarter more scientific versions of power, therefore whilst traditional power symbols and claims still appeal to many in the market, newer, more emergent messages and brands have moved on. Household products have also come a long way from their initial launch into 'environmentally friendly' to now being about proving genuine green credentials. The way we feel about chocolate and its place in our lives has also changed. Super indulgence served in smaller portions is now the norm and quality ingredients and chef-like associations are rising in importance. Organic origin claims and Chocolatiers are now commonplace terms especially for adult focused brands. Ever wondered what's next in your category? Our trends process can uncover emergent trends in any category. Call us for a free initial category review and see if you like what you see.



SOCIAL TRENDS & YOUR MARKET

Don’t believe bigger social change could possibly impact on the beverage or snack market? We can show you how it does and how to use that knowledge to your advantage. We can plot out how social trends relating to your category change over time and highlight where established brands fall against this backdrop in relation to the messages they deliver. Apart from showing you the direction of change we can look at some new and emerging points of view and how they are impacting on consumer choices.



WHY SHOULD BRANDS CARE WHAT YOUR FRIENDS ARE DOING?

In order to develop a strong brand positioning we uncover consumer insights which go beyond any generic understanding of how consumers behave. We do this by looking at individual needs as well as the influence of social trends and peer reference points. Both have a different value to consumers and may impact in different ways. Sometimes individual needs are in synergy with what peers, friends, neighbours or other important social influencers are doing, other times they are at odds, but its the resultant attitudes and behaviour that's most important. A great example of this is mums food choices mum makes for the kids. "Other mums" become one of most important peer influences here, with mums often painstakingly aware of how their child's eating habits are perceived in their peer group. Understanding this, and being able to talk to it present a huge advantage for a brand. 



BRAND REPOSITIONING - TOILET TISSUE

Categories and consumers are constantly changing and sometimes brands find themselves needing to reposition to gain competitive advantage.  Recently in the Toilet Tissue category we helped a brand reposition itself as one of the quality brands in a category that had been evolving so much at the premium end as to make established or unchanged brands appear more downmarket. We examined the way consumers shopped the category and determined which cues in store and on pack were necessary and compelling for a premium brand and reinterpreted these for use on the current brand packaging.


 
CATEGORY TRENDS - A FRESH NEW LOOK AT YOUR CATEGORY? 

Taking a new perspective on a category can highlight new opportunities to create a real competitive advantage (tell you something your competitors don't know). We develop Category Maps to show how a category is evolving (mapping all brands in their competitive context) and identify what's popular, whats new and whats next. We also show you how to exploit trends to your advantage and explore how your brand can tap into emerging ideas and new thinking.



STAY AT HOME MUMS ARE BACK

After years in the wilderness society is again valuing Stay-At-Home Mums. As a result, women now feel more comfortable reducing their work hours or even staying home completely, at least in the early years of family life. This type of compromise on household income requires compromises in other areas of spend.  Brands and products which congratulate mum on her choice to give more time to the family and which talk about rediscovering the joys of motherhood are popular again and performing well. This trend is likely to continue to grow and grow stronger and brands that get Stay at Home mums will thrive.



A SIX WEEK OLD BABY & GOVERNMENT FORMS DON'T MIX

Dealing with government services for many of us is our worst nightmare – buy why?  Directors at Ideas Group used ethnographic interviewing techniques to uncover real customer experiences with government services. We used extended in home interviews, video diaries and recounts of real service encounters to show how a seemingly simple service interaction with Centrelink became a whole new challenge when put in context with a customer’s life (e.g. a first time mum with a six week old infant dealing with family payments for the first time or an older Australian entering retirement after 50 years in the workforce). Ethnography helped us bring to life the Customer Journey and show how a service interaction doesn’t happen isolation with the rest of your life.