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Important update regards COVID-19

Incite remains open and is offering the usual full range of consumer strategy and primary/secondary research services. This includes a Restart Planning service to draw up strategic plans for rebooting brands’ businesses post-crisis.


Incite is an award-winning strategic marketing consultancy.

We unearth insights about consumers, brands and businesses that help you think more clearly, plan more effectively, and create real, lasting change.

We are a team of experienced commercial practitioners. We’re inquisitive, open-minded, determined and pragmatic. Our idea of a good day is one spent with you, unlocking opportunity.

Drinks (Alcoholic), Finance/Investment – Business, Finance/Investment – Personal, FMCG – General, Healthcare, Information Technology, Pharmaceutical, Retail, Sport/Leisure/Arts, Travel/Tourism
Advanced Statistical Techniques, Co-creation, Consultancy, Data Mining, Depth Interviews, Diary Studies, Ethnography, Group Discussions/Focus Groups, In-Store Interviews, Internet Research/CAWI, Multivariate Stats and Modelling, Qualitative, Quantitative, Viewing Facilities, Volumetrics
Analytics, Behavioural Change, Brand/Branding, Consumer, Emerging Markets, International, New Product Development, Pricing, Simulated Test Markets, Social Media, Usage & Attitude
Africa, Australasia, Canada, Central Asia, Central Europe, China, Eastern Europe, India/Pakistan, Japan, Middle East, Northern/Western Europe, Pacific Rim, Republic of Ireland, Russia, Scandinavia, UK, USA, Worldwide
Senior Contacts

Audrey Anand (Director)
Claudia Brendel (Director)
Elizabeth Eckardt (Director)
Matthew Froggatt (Managing Director - Incite Group)
Neal Game (Director )
Pranay Jeyachandran (Deputy Managing Director - London)
Elaine Kent-Smith (Director)
Peter Kneale (Managing Director - London)
Kevin Kruper (Managing Director - New York)
Derek McInnes (Director)
Helene Mills (Director )
Stefan Schafer (Director )
Jonathan Stone (Director)
Lisa Stych (Director)
Rosalynn Tang (Managing Director - Singapore)
Kevin Waters (Managing Director - San Francisco)

Breakdown of Personnel

Admin/Support staff: 4
Executive/Research staff: 69
Non-research: 11
Data processing: 2
Field managers/supervisors: 1
Total Number of Employees: 51 to 100

Address

11 Soho Street
3rd Floor
London
W1D 3AD
Tel: +44 (0)20 7438 4950
Email: peter.kneale@incite.ws
Establishment date: 2000

International Address

Incite Marketing Planning San Francisco
22nd Floor
44 Montgomery Street
San Francisco
CA 94105
Tel: +1 (415) 213 4444
Email: kevin.waters@incite.ws

Incite Marketing Planning Singapore
36 Armenian Street
#04-02 Singapore
Singapore
179934
Tel: +65 6709 9191
Email: rosalynn.tang@incite.ws

Incite Marketing Planning New York
3rd Floor
125 Park Avenue
New York
NY 10017 
Tel: +1 (212) 518 4154
Email: kevin.kruper@incite.ws

Three days of a marketing strategy

A marketing strategy requires deep thinking based on ideas, insights and audience needs. Can this be achieved in any other way than weeks of research, drafts and rewrites?

We believe it can and that agile thinking is the answer.

Marketing planning can be tough. Typically, it’s a process of sharing learning, a workshop or two, and then sitting down to write the final strategy. In our experience the major issues are: failure to agree a plan or, more commonly, significant effort to finalise the plan after it is officially complete; creating the wrong plan and not being ambitious enough; and the desk drawer graveyard where after all that effort there simply isn’t time to implement the plan.

Agile thinking can help circumvent these issues and our thinking is based on the Google Ventures Sprint process. The premise is that a problem or challenge can be solved by a room of people in just five days.

Google Ventures Sprints are highly effective for certain projects but we think they can be better and shorter when it comes to planning a marketing strategy.

The Three Day Sprint

Three-day workshops offer all the advantages of the Five Day Sprint, but they are tuned to the needs of strategic marketing planning.

The first two days of a typical Sprint can be eliminated if participants prepare properly. The challenges can be decided upfront. And it makes sense to gather all research together to ensure everyone is as informed as they can be before the Sprint starts. Participants prepare by reviewing the research materials, sketching out their first thoughts and evaluating which opportunities to pursue.

With that time saved, the agenda looks like this: 

  • Monday – focus on the opportunities from the pre-work, develop them further, then prioritise
  • Tuesday – convert prioritised opportunities into concrete ideas; gain quick consumer input
  • Wednesday – determine the final portfolio of opportunities that will combine to form the strategy, ensuring it’s big enough to fulfil ambitions and achievable.

This approach has several benefits: it removes group-think; it reduces the influence of strong personalities; it offers validation from consumers; it gets to better thought-through plans; and it does all of this efficiently within three days.

Evaluation Monday

Firstly, take the opportunities identified upfront, and evolve them by collapsing, gap filling and pushing them further. Do this individually – not collectively – to encourage diversity of thinking.

The next step is to evaluate each of the evolved opportunities based on whether they have a strong (anticipated) consumer appeal, would be profitable, tit with existing capabilities and provide a competitive advantage now and into the future.

The next step is to prioritise. Typically, prioritisation is done by placing sticky dots on different ideas and everyone waits for the most senior people in the room to place their dots before placing their own.

This enforces group-think and is not the way to choose bold ideas.

The solution is a secret ballot. It can be voting slips, but a simpler answer is to ask people to think independently about their choices, write them down, then have them place their dots without changing their mind.

Feedback Tuesday

The second morning is used to optimise opportunities prior to exploring them with consumers in the afternoon/evening.

Until recently we’d have said that you can’t test a strategy with consumers. But we’ve softened our stance. A strategy or an opportunity can’t be tested directly. But you can use what we call ‘initiatives’: sketched ideas that reveal if there’s a genuine consumer opportunity – and how it might be addressed.

Example initiatives don’t have to be perfect, and they don’t have to be final, but they must be realistic.

So, if the opportunity was to attract a new consumer segment with a new product, what might that product’s features be? How might it be advertised?

Testing initiatives with consumers provides the raw material for day three – bringing it all together. A small number of qualitative interviews (typically five) will reveal enough to guide decision making.

Ready to write Wednesday

The next task is to come to a final strategy by combining a portfolio of opportunities. We do this by revisiting day one’s prioritisation exercise in light of what was learned on day two.

Typically, that’s by estimating the potential size of the opportunity and how easy it would be for the company to address it. Sometimes you get a big opportunity that is relatively easy but more often you get a mix of easy small wins and big-but-risky opportunities. We map opportunities on these two dimensions to help pick the right ones.

The opportunities that feed into the final strategy should have the right combination of risk and reward, based on a brand’s capabilities and aspirations.

The portfolio of opportunities can be tested – place a realistic incremental value on each, factoring in the likelihood of success, and add them up to see if they hit the overall goal. If they don’t, go back to the map and re-select the opportunities for the strategy. This will ensure that the overall strategy is bold enough and realistic enough.

Finally, we place the selected opportunities into the final strategy. And then it’s time to start writing.

How many people should take part in a three-day sprint? Experience suggests that you only need seven: those with an active role in strategy creation. And don’t forget the facilitator – their experience and attention to detail will matter a great deal.

One of the most likely questions is ‘Why should we change our approach?’ The simple answer is, if it worked last year and all targets were achieved then don’t change; but if targets weren’t achieved, it’s worth giving another approach a go.

Three days could change the future.

Source: Research Live

"Incite have had a phenomenal positive impact on the Virgin Trains East Coast business over the last year, through a number of key strategic projects that they have undertaken. Their commercial astuteness and business-centric approach, paired with their passion to go above and beyond make Incite an indispensable extension of our team. They never fail to impress and have gained strong trust across the senior team. Their recent work on breaking down our affordability barrier has resulted in us dramatically altering our marketing communications, trialling a new ticket pricing structure and working to overhaul the future of rail ticketing!"

Clare Marks, Head of Research & Insight – Virgin Trains

 

"Incite are a trusted agency who we use for a variety of needs, including segmentations, customer satisfaction, brand image, modelling and consultancy. Their work has contributed to research and insights becoming integral to the organisation’s strategic plan. This is because they have proven they can consistently deliver commercially-minded recommendations to the business, often concerning sensitive topics like fan behaviour or difficult audiences like high net worth individuals. We’re very comfortable allowing Incite to supplement our team by developing close relationships with senior stakeholders through to presenting directly to the CEO."

 

Ross Antrobus, Head of Research and Insight - The FA

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