Ruth Clement

Consumer Fluent

30yrs client & agency experience Research | Strategy | Marketing Qual. / Quant / UX Kids & Family

Services

GLOBAL RESEARCH,  MULTIPLE METHODS
  • Qualitative techniques: focus group moderation, co-creative sessions and workshops; play and taste product testing; accompanied shop and in store intercept interviews; digital and physical shelf, product and advertising tests - with and without eye tracking; online community moderation; ethnography.
  • I conduct qualitative research with children aged 3 to 18 years old, in homes, studios and schools.
  • Quantitative studies: brand metrics, NPS and trend trackers; concept screening; usage, attitudes and shopper behaviour surveys; segmentation studies; price elasticity, max-diff, volumetric modelling; Vimeo and digital content tests with and without facial coding, eye tracking, click map or user session recording.
  • Data analytics: sales data dashboards; range, planogram and pareto analyses; ROI, TV and promotional uplift tracking; market gap and category analysis.

Speciality

Specialising in kids and family brands, I connect the way kids interact with their everyday environment, their media, entertainment and the brands which target them, with how their parents will ultimately make their decisions at the point of purchase, and the transfer of information between both kid consumers and parent shoppers, differentiating system 1 and system 2 behaviours, the market dynamics which shape future-proof strategies, innovative product, content and marketing solutions.

Background

I enjoyed a 15 year career in FMCG marketing, unlocking growth thanks to research and insights about consumers, shoppers and market intelligence. This experience persuaded me to dedicate the next 15 years to providing those insights to other commercial decision makers, client and agency side.
  • I am an AQR & MRS trained professional researcher, experienced in using play therapy techniques in kids focus groups, co-creative workshops, and highly skilled in decoding shopper behaviour.
  • I am also a practitioner in Tobii Eye Tracking and AI Facial Expression Coding, script and code online surveys using (amongst others) FocusVision and Confirmit, for custom client studies and author syndicated trend trackers.
  • I provide web and sales data analytics services, and use session recording and co-browsing tools to test UX for everything from e-Commerce sites to entertainment platforms, video games and apps.

Sectors

  • Advertising & Media
  • Children & Youth
  • Consumer durables
  • Entertainment, leisure & travel
  • FMCG
  • Pharmaceuticals & Healthcare
  • Retail

Skills & Services

  • Data Processing & Reporting
  • Ethnography
  • International
  • Online/Mobile
  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)
  • Specialist techniques
  • Workshop facilitation
  • Desk Research