The new service is an online tool for qualitative research concluded with strategic and creative data interpretation, which enables a quick and open dialogue between brands and consumers
By Romanita Oprea
Unlock Market Research company and pastel, the communication agency, launch ”Open Insights”, a new research and strategic-creative analysis tool, adapted to the new context.
”Open Insights” is a qualitative research tool designed to generate insights and a strategically creative interpretation. The program facilitates the live conversation between brand professionals and real consumers. The research specialists of Unlock Market Research will analyze and interpret the data, while pastel team will use them to create a pack of strategic and creative recommendations to shape a more relevant communication.
”We have developed this tool thinking about the relevance we’d like communication campaigns to have nowadays. We are living in a time when everything around us is changing, advertising as we knew it included. This period full of uncertainty brings overnight massive changes to our emotions and behaviors, which, in turn, have a great influence on the way brands communicate now and will communicate in the future. So we believe that, beyond the data inflation and the qualitative studies that are published everyday, we need honest dialogues with consumers – with people. To them we must add a strategic and creative interpretation, built with a genuine understanding of the voices of the consumers that need to be heard and understood. This way communication agencies will be able to truly help respond to the business challenges that companies are facing these days.” explains Dana Nae Popa, Managing Director pastel.
The package can be accessed for a flexible fee. Companies that wish to use the ”Open Insights” toolset are welcomed to pay the fee that they can sustain during this period. Both Unlock and pastel are concerned about the fate and future of the communication industry, so the program will benefit from sustained support from the two of them.
”As researchers we can see there is an abundance of data, of numbers expressing what people do during this pandemic: what and how much they buy, from where, what they have given up or are planning to give up on etc. For us, though, it has always been important to be close to people and understand them beyond exterior behavior and expression. This in-depth view is now more important than ever. We believe that the qualitative research should aim to keep us in touch with what people feel, which are their profound needs, thoughts and emotions. We should have a permanent connection with the public, beyond closed doors, so that we can act at the right moment, when we are needed, in a relevant and truly impactful way” explains Camelia Petrescu, Unlock Market Research Partner.
The companies that would like to learn more or have a sample of a live conversation with consumers can ask for more information from Manuela Silica, Account Director pastel –firstname.lastname@example.org, or Camelia Petrescu, Unlock Market Research Partner – camelia.petrescu@unlock‑research.com.
Unlock is a 100% Romanian owned know-how and market-research company, established in 2008. Unlock is specialized in cultural marketing and brand strategy research, focused on uncovering insights on people, categories and brands that have a real contribution to the clients’ brands.
At the end of 2014 Unlock has repositioned itself as an integrated know-how company (market research, data mining, brand positioning, insight generation, consumer trends & innovation), being adapted to the new marketing rules that see each individual as a whole entity, not just as a consumer in a category. The company’s mission is to help brands grow and change the world for the better.
Pastel is a communication agency with a strategically creative approach, with more than 14 years of activity in the Romanian market, more than 5000 campaigns and projects in its credentials and a varied client portfolio, containing brands from a multitude of fields, such as automotive, FMCG, services, industry, B2B, IT, ONG, retail etc. The agency has remained independent through the years, proud to be 100% owned by a feminine, Romanian entrepreneur.
With a team of more than 30 professionals the agency is currently offering communication services for campaigns implemented in Romania as well as throughout the entire region.
Among the current clients and brands the company is servicing are Sun Plaza, Uniqa Asigurări, Unilever, Sameday, Autism Voice, Colgate Palmolive România & Polonia, Group Renault România, Jacobs Douwe Egberts (JDE), JTI Romania, kika România, Maspex, Mondelez, De’Longhi România, TCC and many others.