Clients & Insights
Sectors and Case Studies
Cimigo’s Consultants derive a great deal of satisfaction and pride from the work that we do together with our clients exploring opportunities and finding new ways to build their brands. Ours is a reputational business and while we are proud of the past, we are even more excited about the future.
Our clients span a wide range of categories
– both B2B and B2C - including:
Financial Services
Retail banking, Investment banking, Advisories, Insurance, Asset Management, and much more
Travel, Entertainment & Tourism
Airlines, Airports, Travel Retail, Tourism Associations, Hotels, Integrated resorts, Theme parks, Transport, Arts and Cultural spaces, Events.
Luxury & Lifestyle
Beauty, Fashion, Automotive
Property and Retail
Malls, Developments, Loyalty/Member Programmes, Shopper Insights.
Others
FMCG, Telecoms, Media, Home appliances/electronics, Pharma/Healthcare, Development Research
Case Studies
The business question:
A large frequent flyer & loyalty programme headquartered in Asia and operating globally, wished to understand what monetary value customers placed on the programme when it came to ticket purchasing decisions.
The Cimigo approach:
We designed a quantitative research approach, and reached out to the loyalty programme’s members throughout multiple regions. Members were asked to complete a survey providing them with different flight scenarios they could choose, trading off decisions such as ticket price and reward programme benefits.
How we helped – the impact:
Cimigo interrogated the data using advanced analytical techniques, to simulate the value of the programme across many different factors. This simulator was provided to the client and their revenue departments, enabling them to tailor ticket price and programme benefits to best maximize customer purchasing decisions and customer engagement.
In addition, all programme benefits had their value defined; this meant our client could prioritize each individual offer and understand which to highlight and focus on for the future.
The business question:
A world-renowned airline needed to keep track of how their brand was perceived by travellers around the world. Was their brand front of mind? Was their brand highly considered? What did their brand stand for – was it aligned with their brand pillars? Were travellers aware of their marketing campaigns and how did they resonate?
The Cimigo approach:
Our structured online approach allowed us to reach a large number of flyers across the globe, quickly and efficiently, with stringent quality measures in place. We were able to tailor research questions to any specific areas that needed insight quickly – for example, the airline’s response to Covid-19 – as well as provide robust measurement of their core brand KPIs. Combined with our deep understanding of the air travel category, we were able to provide holistic and strategic advice and consultation throughout the entire research programme.
How we helped – the impact:
With data delivered via an interactive dashboard, our client and their wider international network of users were able to quickly understand their brand position in the market, and what gave them their competitive advantage.
Through in-depth analysis of the data, we highlighted strategic levers that would drive consideration of their brand within each region. This insight informed the client’s marketing division to focus on specific emotional triggers as opposed to more traditional functional factors.
The business question:
As one of the world’s leading asset management firms, our client needed to provide an engaging and well thought through digital app service for their business clients, as well as their end customers. Their goal was to enhance the investor journey from account opening, to management of their funds, and ease of making transactions – all digitally.
The Cimigo approach:
User experience (UX) is critical to get right; if users find road blocks, or become frustrated in performing tasks this can negatively impact the overall brand and potentially damage future usage of services.
This meant we needed to test our client’s prototype thoroughly and provide instant feedback and refinements for improvement.
We recruited a mix of end investors and financial advisors to take part in face-to-face paired and one-on-one interviews. In order to provide additional insight with behavioural data, we utilized eye-tracking technology within the interviews. This allowed us to track eye ball movement of the users, to not only test their claimed experience, but their behavioural movements within specific tasks.
How we helped – the impact:
Critical areas of user disengagement and difficulty were raised with the client and optimization suggestions were presented. We provided the client with customer gaze plots and videos of their user journey to illustrate key needs. Following the research, a successful app was rolled out within the region to excellent reviews.
The business question:
As one of the world’s largest beauty companies, our client needed to delve deeper into the youth market of Hong Kong to keep up with trends and developments of Millennials and Gen Z. In addition to the changing beauty trends, there was also a need to understand their behaviours and attitudes to e-commerce, particularly after the pandemic closed flagship retail stores and reduced the ability to sample and purchase skincare & beauty products in traditional ways. Our client needed to evolve quickly and dynamically to retain this important segment.
The Cimigo approach:
Not only was it important to speak directly with our target – Millennials and Gen Z beauty consumers – we also needed to understand the viewpoint of expert advisors, retail managers, and KOLs to understand the category fully. Our approach was not ‘one size fits all’; different techniques were employed for different segments:
Millennials & Gen Z – split into mass & luxury brand users – focus groups, accompanied shops (both online & offline), and a quantitative survey for additional measurement.
Expert Advisors, Retail, KOLs – depth interviews run face-to-face and online via Zoom
How we helped – the impact:
This research truly helped to inform our client of their Gen Z strategy going forward – how to market to them, what products most resonated, their purchase habits, and the appeal of burgeoning trends such as vegan skincare. We were able to give the client recommendations about their online and social strategies, with insight into digital channels.
In addition, the client had evidence for decision making when it came to their retail outlets and how best to engage with consumers from a physical to digital experience.
The business question:
Our client – a major international dairy exporter – wanted to expand into Asia and introduce a range of their products to a larger market of consumers in Hong Kong, Mainland China, Taiwan, Korea and Vietnam. They correctly identified that each market’s consumers would have different needs, and sought out our help in conducting a market exploration study ahead of their launch.
The Cimigo approach:
This was a large project that needed to be handled carefully, with a focus on selective recruitment of consumers. We completed two phases in each market. First, qualitative focus groups (with a selection of in-home visits for an ethnographic understanding), which also informed the quantitative. The second stage of in-market online surveys, provided a consumer profile in addition to testing a number of branding, flavour variants, packaging and pricing strategies.
How we helped – the impact:
The research was pivotal for our client – it informed them which markets to prioritize, who their target consumers were, what (and how) to communicate about the product(s) and the most appropriate ways to package and position. Not all markets showed enough potential to launch, which saved the client from losses and assisted them in focusing on markets with higher potential gains.
The business question:
The Hong Kong Rugby Union measures a number of objectives in their event research, including: spectator profiling, visitor satisfaction, sponsorship awareness & effectiveness, spending behaviour, HK tourism metrics plus UX of their digital platforms.
The Cimigo approach:
As the official Research Partner of the Hong Kong Rugby Sevens, we have a standardized approach to measurement which enables smooth tracking over time. We’re on-site at the event over the entire 3 days, interviewing spectators face to face across both the general and corporate spectator levels. We gather information to measure both who the spectators are, but also what they enjoy and how to improve.
How we helped – the impact:
From our long standing relationship with the HKRU, we’re able to provide well-informed insights and recommendations to assist both the event, and the HKRU’s sponsors & partners.
