Challenge
QuMind wanted to drive awareness and appreciation for the role of market research in business decision-making, and to promote the potential of its market-leading ResTech platform to deliver always-on customer insights.
Approach
The Flywheelers worked with QuMind to develop a new brand narrative that would enable it to better articulate the business outcomes that come from a deeper, continuous understanding of their customers’ wants and needs.
The Flywheelers is bringing this messaging to life through the development of owned content and earned media campaigns that highlight the importance of consumer insights to de-risk decision making and keep businesses relevant as customer behaviours and preferences evolve. The first earned media campaign drew on the current economic situation to explore the impact on consumer spending in the run up to Christmas, a period when retailers typically rely on higher volumes of sales.
Impact
Commenting on the partnership, CEO Mark Ursell commented: “After kicking off with a very successful narrative exploration and development, we are now able to better articulate our point of difference and increase our brand recognition.”
The first earned media campaign then launched to secure 22 pieces of coverage, with the research and quotes featuring in Bloomberg Businessweek, Forbes, ITV News, The Sun on Sunday, Grazia, and across retail and grocery trade media. Mark also made his debut broadcast appearance on London Live, which the team has now converted into a regular spot to discuss consumer attitudes.
