Based in London, RC offers an extensive toolkit of solutions, from innovative qualitative approaches, small- and large-scale quantitative methodologies, advanced analytics and trend analysis, to forecasting and brand strategy.

And a chat over good coffee.

Quant Team Leader

Matt has worked in research for over 10 years, using a range of qual, quant and advanced analytic techniques to offer business direction for clients including Pepsi, British Airways and Tommy Hilfiger.
His experience spans ad-hoc customer feedback, large scale tracking, comms and NPD testing.

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Your research partners

Matt Ovington

&

Dale Milliken

The research duo who founded Research Connections

Qual Team Leader

With a passion for qual, Dale spent the past 8 years working across both agency and FMCG roles.
Recently he's been leading in-depth qual projects for Tigi Bed Head as well as some of our exciting start-up clients – Punchy & Investengine.

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  • Our efficiency ethos
    more

    efficient

    [uh.fi.shnt] adjective.

    achieving maximum productivity with
    minimum wasted effort or expense

    RC IS BUILT ON THE PRINCIPLES OF:

    It’s your job to recognize the business need and it’s our job to convert this into something that can be researched

    Added value should always be considered and that, with smarter thinking, there need not always be a cost attached to this

    Many business questions are less complex in their nature and require clear, less complex answers

     



CASE STUDY:
CONSUMER SEGMENTATION

Auro wanted to understand the potential for an app that offered a live link with Personal Trainers, nutritional services and health products
 
More about their target audience to help inform future development along with market sizing to evidence business value

THE CHALLENGE

CASE STUDY: Consumer Segmentation

We built a 15 min online survey that asked the general public about their attitudes and behaviors towards fitness, bolting on to the end diagnostic questions about the fitness app concept with a handful of follow up telephone interviews to dig into specific responses

THE SOLUTION

CASE STUDY: Consumer Segmentation

We delivered a basic segmentation (at a fifth of the cost) that identified the most promising (achievable + value) target audience, as well as highlighting key factors such as office work outs were a no-go

THE OUTCOME

CASE STUDY: Consumer Segmentation

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CASE STUDY:
BRAND POSITIONING

To identify the brand narrative that best connects with a younger audience while not alienating their core 30-45 yo’s
 
To identify which pack designs (if any) deliver a consistent expression of the new brand image while offering the greatest stand out on shelf

THE CHALLENGE

CASE STUDY: Brand re-positioning

We ran a series of focus groups across the UK and US with women from the younger recruitment audience and the older acquisition audience. With our female moderator and our clients alongside us behind the one-way mirror, we were able to show early designs and gather feedback

THE SOLUTION

CASE STUDY: Brand re-positioning

Primarily, the new image was aligned with the brand, but the intended comms were considered too ‘dad joke’ like. The use of swear words, slang, and hashtags felt unauthentic to both audiences. A focus on authenticity came to light as the glue to both recruit and retain consumers

THE OUTCOME

CASE STUDY: Brand re-positioning

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Impressed by the work ethic and responsiveness of both Dale and Matthew to our business needs, doing this on a tight timeline and on a small budget which I believe is highly valuable.

AURO

Health and Fitness Industry

Reliable, approachable and professional. Our Qual project with RC gave us clear recommendations to take forward, helping inform our Global brand strategy and the direction we should take next.

Tigi

Creative Styling Industry



CASE STUDY:
CONCEPT TESTING

To understand the level interest of a new clothing range among people with physical disabilities in the US, and its ability to repair overall brand perceptions
 
With sentiment towards the clothing range likely very positive, true appeal and brand feedback would need to be delicately and robustly tested

THE CHALLENGE

CASE STUDY : Concept testing

Firstly, we worked with one of our excellent suppliers to achieve a sample of people with disabilities that all other agencies refused to guarantee
 

THE SOLUTION

CASE STUDY : Concept testing

We then built two online surveys, the first to understand a baseline brand response and intro the concept, the second to follow up to gauge the new brand response

Among other insights, we were able to identify a real-world shift in brand response among the target audience as well as recommending the culturally relevant topic of corporate responsibility as a vehicle for communicating to the wider population

THE OUTCOME

CASE STUDY : Concept testing

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CASE STUDY:
PACK TESTING

To determine which new pack design for Nyetimber’s Demi-sec variant performed best among the brand’s ‘aspirational’ audience

THE CHALLENGE

CASE STUDY: Pack testing

With limited budget we were able to deliver highly cost-effective feedback on shelf distinctivity and individual aspects of each new pack design by developing the necessary testing methods alongside one of our smaller online survey partners

THE SOLUTION

CASE STUDY: Pack testing

In a category where brand names dominate and bottle designs are largely homogenous, we proved that both designs successfully helped Nyetimber stand out and capture shelf attention. Then, by dismantling each design, we found that the colour of one design suggested ‘Rosé’, which was enough to alienate a portion of their core audience

THE OUTCOME

CASE STUDY: Pack testing

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