fern grant

Research and Planning

An Introduction

Who am I?

Fern Grant

Independent planning and research consultant

Based in Stroud, Gloucestershire

20 years experience in research

Specialising in brand positioning, packaging, and npd qualitative research

Where have I come from?

Graduated with Honors degree in Research Psychology, San Jose State University California

Research Assistant at the Centre for Personal Construct Psychology – bringing psychotherapeutic techniques into organisational settings

Set up Interactions Ltd offering organisational and market research in UK and Ireland

Gained MSc in Occupational Psychology – Birkbeck College London

Joined Holmes & Marchant International design agency as Head of Planning – specialising in npd and packaging research

1984

1985

1989

1992

1993Went freelance!1998

What are my areas of expertise?

Brand Positioning Brand Packaging NPD

What methodologies do I use with consumers?

Group discussions Consumer workshops Depth interviews

Product placement Accompanied shopping Consumer diaries

Telephone interviews

Ethnographies

What other services do I offer clients?

Client workshops

Research audits

Brand exploration and new product development brainstormingUsing expertise of full marketing mix (sales, marketing, R&D, pacakaging)

Utilising creative exercises, techniques and stimulus

Review of all relevant research documentsObjective to summarise learning and identify opportunitiesEnsures new research builds on learning rather than re-invents the wheel

Who have I worked with?

Project Experience

Brand Positioning

Heinz BBQ Sauces Identify new positioning opportunity for Heinz BBQ sauce range

M&S Bloomers Identify development directions to build on success of tuna Bloomer

Leapfrog Identify best positioning to fit with parents aspirations for their children

Heinz Beans Provide consumer driven insights to develop targeted communication platform/npd programme

Geest sauces Provide clear understanding of consumer needs to identify positioning and product opportunities

2002

2002

2004

2003

2005

United Biscuits Provide business understanding of consumer needs to identify positioning and product opportunities

Heinz Soup Cup Provide a SWOT for soup cup range to identify future directions for development

2004

2004

Brand Packaging

Heinz Spreads Provide development recommendations for new packaging formats

Heinz Ketchup Identify opportunities for sauce on the move and development guidelines

Farley’s Provide clear understanding of impact of change from current to new packaging

2002

2003

2004

Vitalite Provide development guidelines for packaging2003

Clover Provide clear recommendations for design development directions2003

United Biscuits Provide development guidelines for the 2006 M&S Christmas tin of biscuits 2004

Interflora Provide recommendations for design development of all Interflora branded presentation material2004

New Product Development

Cedo Identify product development opportunities for household wrap products

Geest ethnic range Provide understanding of consumer needs to identify opportunities for growth

LeapFrog Identify US products for optimal UK launch

Heinz baby food Provide R&D, design, and communications brief for a new baby food product

Soup Snacks Recommend optimal routes for entering instant soup market

2003

2004

2005

2004

2002

Smith & Nephew Provide practitioner and patient feedback regarding a new wound care product2004

Heinz baked beans Recommend new ideas to progress and provide development guidelines2004

Product Range:

• Lamb with Tikka Masala Mash • Crispy Tandoori Aromatic Chicken• Chicken Tikka Enchiladas• Sri Lankan Chicken with Bombay Rosti

FINEST - INDO BISTRO

Kerry Foods Provide new product development guidelines2005

Conducting Projects

What can you expect working with me?

Commitment Involvement Enthusiasm

What you see is what you get!!I take absolute responsibility.

I work as part of the project team.I do what’s best for the team.

I enjoy doing what I do.I give 100% to every aspect.

Tenacity Integrity Delivery

I believe in doing things right.I work to get it right from the outset.

I don’t fob off clients or consumers.I say it like it is.

I know clients want recommendations.I ensure research delivers them.

What do my clients say about working with me?

Fern is a very enthusiastic, approachable, professional person who gets absorbed into her subject matter from the outset. Her strength of being a skilled facilitator and ability where appropriate to incorporate a wider market knowledge enables her to provide forward thinking which has led to some positive outcomes in our business. Fern is an expert in her field.

Mary Fawcett, Marketing Manager, Geest

Fern has a rare ability to get to the heart of an innovation opportunity because she has a gift for digging past the consumer platitudes to the heart of that opportunity.

David GoudgeManaging Director, Brand Development Business

I have worked with Fern for 10 years and can say that she made me realise that every other researcher I ever met was a pale imitation of the real thing. She’s challenging, encouraging, resourceful, curious, demanding, clever, funny. She is everything you want a researcher to be. I would never willingly work with anyone else and know our clients feel the same. If you want to feel inspired about your consumers, and really know what they think, and you want it all done in a clever but feet on the ground way, then Fern is your solution.

Andrew Doyle, Managing Director, HMI Design Consultancy

I have been using Fern for 4 years now, first at Heinz and now at LeapFrog. The reason I continue to use Fern is that I have never worked with a researcher that has more insight into consumer behaviour, regardless of the category. Fern’s background as an agency planner shines through in her ability to cut down all the fluff around a problem and focus on key positioning and communication needs to appeal to target consumers. I have worked with many large research agencies but have yet to witness better service than with Fern.

Teresa Ceballos, Marketing Director, LeapFrog Toys

6 years on and I continue to enjoy and value working with Fern. I know she will deliver the results whether it is a quick 2 group project to fine tune a bit of packaging or an 8 group project to determine a brand’s positioning. Professional, thoughtful, consistent, thorough, reliable, concise – a real pleasure to work with.

Michele Giles, Head of Insight, RHM

Fern creates a true connection with consumers. She encourages consumers to speak out and generates a wealth of knowledge and consumer understanding to help shape future marketing strategies.

Victoria Gregory, Brand Manager, Heinz

How can you get in touch?

Fern Grant Research and PlanningPalace Chambers40 London RoadStroud, Glos GL5 2AJ

00 44 1453 84024000 44 7887 528842granthudd@aol.com