Ian Hayes

Qualitative Market Research

Services

Qualitative B2B and B2C qualitative research groups and depths.

Creative Workshop facilitation to generate:

• New product and service ideas.
• New brand positionings.
• Customer segments.
• Customer experiences.

Vox pop creation.

Identifying and agreeing:

• Brand definitions.
• Product and service development blueprints.

Speciality

Skillset:

• The creation of differentiated but practical new brand and product concepts.
• Developing rather than killing new ideas through constructive and sensitive research.
• Clear and practical definition of corporate and product brands and brand names.

Industry sectors:

• Financial services: the attitudes and behaviours of IFAs and the customer view of Treating Customers Fairly. Customer comprehension of key financial products and communication. Attitudes and behaviours of High Net Worth customers.
• Country branding for VisitEngland, Northern Ireland Tourist Board, Namibia.
• Identifying and bringing to life key tourism visitor segments.
• Hotels branding and customer experience.
• Attitudes to food and food labelling.
• Gaming for non gamers.
• The mainstream definition of  wellbeing.
• Fairness in the media.
• Male skincare
• .

Background

Founder - Rootstock Insight July 2020 to date

Research Partner - Gravity 2011 to date

Key Clients:            

Fidelity, Barclays, Audi, Red Tractor, Reckitt and Colman, Olympic Park, Wizzair

Freelance planner and market researcher 2005 to 2011

Key Clients:            

L&G, AXA, RBS, Nintendo, Travelodge, Red Tractor, Denplan, Fidelity.

Research & Planning Director - Corporate Edge 1996 – 2005           

• Research and Planning Director: 2000 – 2005
• Board Director: 2000 – 2005
• Planning Consultant – 1996-2000

Key Clients:            

Norwich Union Healthcare, Cadbury Schweppes, Diageo, Thames Water, DeVere,.

Main achievements:

Creation of Cadbury’s Heroes, pan Asian innovation strategy for Dove

Key client support:

Brand and product innovation, portfolio strategy, consumer planning and research

Senior Planner - Bainsfair Sharkey Trott 1995-6

Key Clients:

Michelin, Thomas Cook, Air Miles, Tomy

Key client support:

Writing creative briefs and creative strategies, monitoring advertising effectiveness

Project Director - CIA Conzept 1990-5

• Project Director: 1994-6
• Marketing Consultant: 1992-4
• Market analyst: 1990-2

Key Clients:

Bass Brewers, Cussons, Ross Youngs, Yardley Lentheric

Main achievements:

Conception and launch of Caffrey’s Irish Ale.