Full-year - Chime Communications PLC

Research and Engagement“Opinion Leader hasalways maintained itsposition as a pioneerthrough the developmentof innovative techniquesand tools that put insightsand technologies fromacross different sectors atthe disposal of its clients.”The digital research platform developed by Caucus, anothernew launch, harnesses the power of social networks todeliver insights into what people say about clients when theyare “not in the room”. Caucus establishes tailored onlinecommunities, allowing analysis of discussions betweenconsumers rather than a simple dialogue with brandrepresentatives. Such consumer-generated insight providesan exciting opportunity to gauge brands’ true reputationsin a digital environment that increasingly dominatesopinion forming.Caucus also provides the Research and EngagementDivision with a platform for rolling out the large-scaledeliberative consultations that it has pioneered in recentyears. The deliberative approach uses informed dialogueto provide insight into how consumer thinking develops.Naked Eye, another newcomer to the Division, is leadingthe way in the fast-developing field of ethnographic research.The ethnographic approach provides clients with a uniqueperspective on consumers by observing behaviour and usingthis as the basis for research discussions. It moves theboundaries of research techniques: from listening toconsumers to observing the way they actually behave.The value of a distinct positioningEach of these new companies has an offer rooted in theDivision’s commitment to helping brands “walk in theircustomers’ shoes”. This distinct positioning has had a highprofile across the marketing community during the past year.In turbulent times, consumers increasingly favour brands thatare demonstrably in tune with their current needs, withcustomer experience a major driver of reputation. Chime’swell-established position as a research pioneer, withdistinctive tools designed to put brands closer to consumersthan their competitors, has real appeal to clients in suchan environment.Chime Communications plcAnnual Report & Accounts 200827