• Home > Case study: Globally strong yet locally challenged
Opportunity

“We’re in this together.” This global brand with a strong presence was struggling in new markets. The appeal was lost in new cultures and the client needed to act fast. Competition was increasing and the cost of brand switching was low. Another difficult marketing question: how to retain the global appeal but work it to local interests?

Solution

The solution was simple we needed to get inside the customers head – so Cimigo listened, we learned. We talked to the trade – we spent more time in bars, clubs and restaurants than we ever knew existed. We knew that local consumers were not getting it and we knew we had to refine the brand to meet it.

Result

We worked to understand the difference between the brand promise and the brand experience. We dug deep into the local culture – we immersed ourselves in it. We synthesised and delivered a refined positioning platform that resonated with the local identity (and got a nod of approval from the global brand custodian).

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Ha Dinh - Project Lead

" I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us."
“ I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.”

Geert Heestermans - Marketing Director

"Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that."
“Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that.”

Richard Willis - Director

"HSBC are very pleased with the launch and they have had some very good coverage which I have attached. Your team have done an excellent job on this. "
“HSBC are very pleased with the launch and they have had some very good coverage which I have attached. Your team have done an excellent job on this. ”

Vo Thi Thuy Ha - Commercial Effectiveness

"Through past 1 year working with Cimigo we can see the high dedication, good business sense and great client service from Cimigo client service team led by Ankur Sharan. Ankur's team always demonstrate a high standard of client service with high flexibility, trying to offer most convenient/ suitable options for clients although sometimes it is quite stretching for Cimigo team. Cimigo team also quite often offers very interesting approaches to solve our research objective, I personally appreciate the fact that the team can go extra miles trying to find out good methodology, insightful findings to answer MSD's business questions."
“Through past 1 year working with Cimigo we can see the high dedication, good business sense and great client service from Cimigo client service team led by Ankur Sharan. Ankur's team always demonstrate a high standard of client service with high flexibility, trying to offer most convenient/ suitable options for clients although sometimes it is quite stretching for Cimigo team. Cimigo team also quite often offers very interesting approaches to solve our research objective, I personally appreciate the fact that the team can go extra miles trying to find out good methodology, insightful findings to answer MSD's business questions.”

Louise Knox - Consumer Technical Insights

"Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground."
“Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground.”

Aimee Shear - Senior Research Executive

"We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again. "
“We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again. ”

Dennis Kurnia - Head of Consumer Insights

"Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism."
“Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.”

Tania Desela - Senior Product Manager

"It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo."
“It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.”

Thu Phung - CTI Manager

"Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project.""
“Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."”

Linda Yeoh - Consumer & Market Intelligence Manager

"We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us."
“We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.”