Taylor McKenzie Research & Marketing

Market Research, Fieldwork and Viewing Facilities

Insight

Our approach to research is collaborative and our insight is always actionable. Let us provide you with a solution to match your budget and needs.

Here is some of our recent work… Give them a click to find out more.

Consumer Insight

Every project is different and we design each insight process with your specific needs in mind. Our end goal is always the same – to provide rich insights into how your consumers feel about your brand and how you can connect with them most effectively.

Segmentation

With consumer segmentation the most successful personas are those you have always known, you just haven’t fully met them yet. Our approach will bring your audience to life in a way that will allow all stakeholders to invest their full attention.

Brand Development

Whether you work for a large established brand that’s looking to adapt, or a start up looking to unlock a route to market, we have the strategic insight tools and experience to ensure you have the insight you need to drive change.

Brand Tracking & Satisfaction

Knowing how your brand is performing among its competitive set and being able to measure progress via your brands own KPIs can become a reality with our brand tracking services. Using our expertise and in-house tools, we can become an integral part of your business insight team.

Innovation

Concept testing and New Product Development is at the heart of a lot of work we do and we’ve become trusted innovation partners for many clients who understand the role strategic insight can play in helping to create desirable and differentiated products, membership or service experiences.

UX & Usability

Our services are designed to provide insight at each phase of the development process, from understanding and identifying the context of use and key user needs and requirements, to user testing the product/platform as it goes through the development process.

All full service researchers have completed the MRS Advanced Certificate in Market and Social Research Practice

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

SP Energy Networks
Customer & Stakeholder Segmentation

The Challenge:
OFGEM highlighted a need for greater consumer and stakeholder engagement in the process of setting the next round of regulatory price controls in 2023. Working in partnership with SP Energy networks across a range of customer and stakeholder engagement projects the team wanted to start with segmenting and understand their household, hard to reach and commercial customer base across their 11 key network regions.

What We Did:
We conducted a multistage attitudinal segmentation across all network regions to understand different energy needs, behaviours and levels of engagement with the broader energy landscape. Our work incorporated desk research and stakeholder engagement, 97 qualitative depth interviews across customer types and two online surveys reaching over 3000 customers. Follow up qualitative research with key segments, including video case studies, helped to bring to life each segment type.

The Result:
A robust segmentation of SPENs commercial and household customers. The development of 10 ‘golden questions’ which will allow for ongoing identification of segments in future strategic workstreams feeding in the 2023 plans.

Vets Now
Menopause Matters: Women in work

The Challenge:

With 88% of the workforce made up of female employees and 28% over the age of 40, Vets Now recognised the importance of supporting women at work at this stage in their lives. The business wanted to understand more about the impact of the menopause and how they can support colleagues at work to create a culture that is understanding of these challenges.

What We Did:

We recruited volunteers across the business including clinical, support staff and district/contact centres to be part of the study. All completed individual menopause journeys, drawings and reflections and took part in menopause workshop sessions to share experiences, help identify key pain points and build relevant support and solutions.

Insight & Impact:

Insights from these sessions are being embedded into the wellbeing charter with recommendations being trialled within the business. It is hoped that delivering this support at work alongside other initiatives will help increase staff retention, reduce recruitment costs and improve employee wellbeing and happiness at work.

Bella & Duke
Customer Segmentation & Branding

The Challenge:
Bella and Duke’s ambition was to move from a market leader in raw pet food to a pet wellness brand. With pet ownership and spend increasing substantially since the pandemic the opportunity for growth was clear but Bella and Duke did not understand their consumer or have the depth of understanding required to inform key strategic decisions within the business.

What We Did:
We completed extensive qualitative and quantitative research to develop an attitudinal segmentation that brought to life the key consumer segments within this emergent pet wellness market. We explored segment attitudes to pet health and nutrition, consumer behaviours, needs and pain points within the category and identified a new customer segment to target.

The Result:
This research has informed media buying, CRM and led to a greater understanding of category entry points. It’s led to the new brand positioning ‘A life well loved’ and the development of targeted comms, assets and activation across this new brand suite.

SFA
Scotland Supporters Club

The Challenge:

The SFA wanted to test the acceptability of changes being made to their supporter’s club proposition.

What We Did:

This research utilized a mixed methodology, and engaged with both current SSC members, and target members (those who the SFA felt were most likely to consider joining). Focus groups explored the relevance and appeal of different membership packages/options and helped identify key barriers and motivating elements. Further quantitative work provided statistical evidence of which packages the SFA should look to develop and launch in the upcoming season.

Insight & Impact:

The findings from this research gave the SSC team evidence to allow them to make significant changes to the membership package, in line with the needs of their members and target customers. These changes focused on aspects such as the discounts that membership provided with SFA partners, the way the loyalty points system worked, and the price of different levels of membership.

AXA: Commercial
Brand Tracker

The Challenge:

As the business insurance market becomes increasingly competitive and price driven with ever increasing competition from brand in this sector, AXA wanted a way to assess how well their brand was doing against a range of KPI’s that the company considered important and how it was perceived against its competitive set by a range of audiences.

What We Did:

Taylor McKenzie set up a quarterly brand tracker going out to a range to a range of SME’s including Trades, Business owners & Landlords allowing AXA to continually monitor the brands performance and test new creative concepts with their target audiences within a ‘flexi-section’.

Insight & Impact:

We have been working with AXA on their tracker since 2013. The insights generated have helped the brand to understand developments taking place in the industry and react accordingly. It has helped them make key advertising decisions and create products and messaging that aligns with the needs of their audiences.

Energy Saving Trust
Future Energy Research

The Challenge:

Energy Saving Trust is an independent organisation dedicated to promoting energy efficiency, low carbon transport and sustainable energy use to address the climate emergency. Over the last 4 years, the Energy Saving Trust have asked us to investigate people’s feelings towards home energy, saving energy, the climate crisis, and alternative energy sources to understand how to talk to individuals and businesses about energy saving and provide help to those who need it.

What We Did:

To investigate this range of topics, we conducted multiple phases of in-depth interviews and focus groups with various socio-demographic consumer groups, engineers and businesses, gaining deep insights into the needs of each segment to build a clear picture of challenges and help needed in transitioning towards more sustainable/renewable heating systems.

Insight & Impact:

The insights from these projects have been used to compile recommendations in partnership with the Energy Saving Trust and the Scottish Government to determine an action plan and toolkit to aid the transition to alternative energy sources and enable Scotland to achieve the 2030 Net Zero goals.

IMV Imaging
Ultrasound Technology Development


The Challenge:
IMV Imaging wanted to bring a new ultrasound product to the veterinary farm market for use beyond animal pregnancy checks. They wanted to understand current customer needs and its potential viability within their largest bovine market.

What We Did:
TMcK conducted a series of depth interviews with farm vets with different levels of technology acceptance and training requirements. We explored the biggest pain points around technology adoption, the impact of new graduate training on bovine reproduction and potential value of this new product including pricing structures.

The Result:
Identification of the ‘change drivers’ key target audience for IMVs new technology. Opportunities to address product barriers, training requirements, product optimisation and guidance on the most effective route to market.

Food Standards Scotland
Eating out, Eating well

The Challenge:

Food Standards Scotland (FSS) and Public Health Scotland (PHS) are working together to create an Eating Out, Eating Well (EOEW) Framework for ‘out of home’ food outlets and a code of practice for children’s menus. FSS commissioned this research to bridge a gap in understanding around the type of food and information available to people in Scotland when they eat OOH in order to build a successful framework.

What We Did:

TMcK conducted 25 extended depth interviews with SME food outlets and surveyed over 250 outlets across Scotland to understand their business practices and priorities, attitudes to healthy eating, incentivisation and the potential for adopting the framework.

Insight & Impact:

The study identified key opportunities and strategies for policy engagement and support to ensure the framework is successfully adopted. It presented best in class case studies and practices to bring to life how FSS and PHS can communicate and engage with different segments and business types.