‹ Success Stories

Foxtrot Papa

Audience understanding to improve content impact.

The brief

Foxtrot Papa, an automotive content and experience agency wanted to raise their visibility among Comms Directors and Brand Directors in the Automotive sector. Foxtrot Papa needed to create their own thought leadership that demonstrated their understanding in their target market’s customer base and collect insights that would enable them to offer better counsel. So, Foxtrot Papa set out to potentially explore a number of topical issues but didn’t have direct access to their clients’ customer base.

Creating their own thought leadership that demonstrated their understanding in their target market’s customer base

Workshops and interviews with insights used as a basis for a launch event

What we did

After leading a number of workshops we focused on a topic that was both future facing and would generate information to overcome sales objections. We got around the lack of direct access to their clients’ customer base by selecting a topic that was relevant to the whole of the UK adult population, and using our specially selected panel partners. Once we had an agreed questionnaire, we completed over 1,000 interviews with UK consumers in less than a week. Outputs were reported in several stages, initially via Excel data tables with an annotated presentation highlighting significant differences and story lines, followed by additional data cuts. Sapio Research met again with Foxtrot Papa to run through the results and brainstorm on the storyline for the report, written by us, which Foxtrot Papa typeset and used as a basis for a launch event with supporting social content.

The outcome

The event drew a packed house for a panel discussion formed off the back of the insights. The event was a lever to invite both current and potential clients not only to attend but participate in the panel too. The Electric is Now report received coverage in both the automotive and marketing press. It also resulted in a direct lead at the event itself.

A packed house for a panel discussion

‹ Success Stories

OpenText

Generating insight that to help position OpenText as thought leaders on Digital Transformation and Industry 4.0 in the Manufacturing sectors in the UK and Nordics.

The brief

To generate insight that would help position OpenText as thought leaders on Digital Transformation and Industry 4.0 in the Manufacturing sectors in the UK and Nordics. The research needed to be insightful, build on what was already published, be interesting enough to present as part of OpenText’s Innovation Tour in London and Stockholm and provide collateral for a White Paper.

Generate insight that would help position OpenText as thought leaders

Extensive secondary research to identify topics

What we did

Extensive secondary research to identify topics and issues that had already been covered – and were trending – and then, in conjunction with OpenText, developed themes that would benefit from further original research. The original research needed to build on what was known, be of interest and help OpenText establish a Point of View.

The outcome

A telephone research study of 150 “C” suite decision makers that identified the drivers and challenges manufacturers were experiencing on their Digital Transformation journeys. While technology was a challenge it wasn’t necessarily the one people expected and the study also identified a whole new set of people orientated challenges that hadn’t necessarily been anticipated – the new skills shortage. The results were presented as part of OpenText’s Global Innovation tour, developed into a Thought Leadership piece and summarised in an Infographic.

Identified undiscovered challenges

We were very pleased to discover their approach to developing and building out our brief and delivering additional assets to the project.

Tom Leeson
Industry & Value Marketing Strategist
OpenText

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