Blog | Ruby Cha Cha


February 27, 2018

How to Write a Market Research Brief

Never written a research brief before? Don’t worry, many people haven’t! This document outlines some key areas so you can prepare your thoughts. We provide a Ruby template for you so you can brief qual, quant or integrated research. But if you prefer, just call us and we can write it for you or guide you.   1.  Start with Context & Objectives Provide a brief introduction to your company which will help research agencies better understand your market and […]
November 17, 2017

Behavioural Economics and Nudge Theory

Behavioural economics is psychology… experimental science in action and it focuses on choice architecture and how consumers are subject to predictable biases that may lead to decision errors. It has been proven from in-aisle observation and eye tracking that shoppers consider only a small percent of the products available for sale in a category. Ruby studies the WAY that people decide and not just the decisions to provide marketers with new and powerful ways of influencing purchase outcomes.   1. […]
November 17, 2017

4 Tips for Storytelling with Research

Data can be confusing, data can be overwhelming, data can add noise. Our job as researchers is to be able to cut through the noise and bring clarity to what the numbers are saying. Here are some top tips :  Research is about turning information to understanding. We can do this through storytelling.   4 ways to help frame a good story:  1 The premise The single message that whole story needs to convey. This is really, really hard to […]
September 19, 2017

Influencer Campaigns: How to Get it Right

Influencer marketing as a channel has come of growth.  McKinsey estimates around 35% of all ad spend by 2019 will be in influencer marketing and brands like Qantas is redirecting half of their advertising spend to new mediums such as social influencers. This is terrific news for small businesses who are often locked out of advertising options that get to big audiences, however it is not as simple as hooking up your cart to someone with a smart phone, a […]
August 14, 2017

The Need for Agile and Why it is Important for Organisations to Embrace

What is Agile? “Agile management is an iterative and adaptive process where small, highly-collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergent solutions, emphasising transparency among all stakeholders.” Organisations need to be agile and use agile research because there is an increase of ever- shifting touch-points and channels to connect with consumers… +  Coupled with … + an explosion of content marketing content in the digital world, with the biggest challenge to deliver more […]
July 29, 2017

5 Steps to a Successful Product Launch in 2017

June 28, 2017

7 Tips to Get More Out of Your Focus Groups

I’ve been running a lot of focus groups lately and this has given me great joy. Not because I love to work in my evenings, but because the focus group method has been unfairly dumped as useless by the Behavioural Economists who have been ignoring the benefits of focus groups, over the deficits according to claimed behaviour and irrational decision making. I studied Skinner and Bandura, Freud and Jung, and many, many other theorists and the big takeaway is that […]
May 18, 2017
Tips for the 50+

4 Tips for Marketing to the 50+

The 50+ is a very lucrative market in terms of pure spending power, but it is the least understood. Age discrimination plays a part, but a lack of understanding on the best ways to target the 50+ hinders marketing growth. When viewing the ABS figures on the market, you can see that this is a huge missed opportunity in Australia. Ruby Cha Cha has vast research expertise with the 50+ crowd that we wish to share with you. Here are […]
May 15, 2017
Brand Archetype Wheel

Use Research to Identify Your Brand Archetype

Using archetypes is a way to shift your brand from a consumer transaction brand to a consumer relationship brand, by aligning your brand and culture messaging, values and behaviours.  Underpinning your brand with a clear archetype allows you to humanise your brand and drive stronger brand differentiation in the market.  If the consumer instinctively or unconsciously recognises the archetype of your brand, its symbolism and it’s story, they are more likely to trust and engage in your brand proposition. We […]
April 26, 2017
Launching a brand ambassador program

How to Launch a Brand Ambassador Program

There are a couple of simple pointers that will make all the difference when developing a program for your business
April 20, 2017
Naming your Business

4 Simple Ways to Create Your Business Name

Giving yourself the best fitting business name will help you establish increased business success
April 6, 2017
User Experience on an iPad

How to Identify if I Need User Experience Research?

Research prior to design can make or break your user's experience. Consider researching the functions that will affect your customers.
March 31, 2017
4 Ways to use Mobile

Four Ways Mobile Can Improve Your Research

Here are four of the biggest ways mobile can help you improve your research.
March 27, 2017
Unlock the DNA of the digital shopper

How to Unlock the Digital Shopper’s DNA

Isn’t it crazy how much the world has changed in such a short time? Targeted advertisements know exactly what you need and when you need it. Data is available that can identify nearly everything about you. Customers now have access to more information than ever about companies which now drives their choices. To succeed in this landscape, you have to understand what makes the digital shopper choose your business and how you can harness the power of that choice. Digital shopping […]
February 10, 2017

5 Reasons Why Customer-Centric Research is Essential

Customer Centricity is… Putting the cutomer at the centre of your long-term company vision in order to strengthen the customer relationship and drive loyalty, value and better brand experiences. For this you need vision and a clear understanding of your customer. 1. Customer Centric Research will provide you with Great consumer insight can drive sustainable competitive advantage through provision of improved innovation, communication and customer loyalty It provides better understanding of what makes customers tick, addressing their pain points and providing […]
February 1, 2017
Behavioural Economics with people

7 Considerations for Behavioural Economics

Behavioural economics is a current buzz term in marketing and market research. We used to call it behavioural psychology and, as all students of psychology know, it provides ONE lens of the complex story that drives decision making in humans. Underneath the buzz, behavioural economics has a strong point to make. People do not make purchases based on conscious consideration of all the possible options. They are irrational, spontaneous creatures who are just as like to choose the sparkly new […]
May 11, 2016

Why Nostalgia Marketing Works

Here at Ruby Cha Cha we love consumer psychology and understanding what drives consumer behaviours and perceptions. Nostalgia marketing is a great case as it is all about childhood or memories of better times in terms of marketing but the psychology is much deeper. For instance, it is deeply and personally sensorial: The smell of leather in a car The taste and texture of a Violet Crumble The sound of a classic song in an ad which has deep memories […]
May 11, 2016

The Power of Two Combining Neuroscientific Insight and Qualitative Research

It’s an exciting time in neuroscientific methods, prices of technology are falling and more and more experts are entering the field with a range of different techniques and methods that are continually evolving. Consumer neuroscience uses brain imaging technology that can be interpreted to understand how people react subconsciously and emotionally to products, communications and other marketing stimuli. Neuroscience enables us to understand emotional responses, without moderator or survey question bias and allows an unfiltered stream of behavioural response that […]
February 8, 2016

Pathways to Authenticity

Authenticity is an uber-counter trend. It has risen up as a force in the face of the new global economy. In a world where people do not know the origins of many of the things they buy and feel caught up in global circuits of cultural capital, they yearn to be grounded. Authenticity takes many forms and can be expressed in many ways depending on the product and the consumer. Some forms of authenticity are image-based and others are product […]
February 8, 2016

Custodians of Detail

It can be controversial to suggest a woman’s brain is different to a man’s because for years woman have fought to be seen as equal to men. However, studies show that women have different brain structure to men and, as women have now made in-roads in all aspects of the social world, we can now talk about how this biological difference gives women unique marketing needs. Women have more connecting tissue between the hemispheres of the brain and more dendrites […]
February 8, 2016

Banging On About Freedom

For years I have been banging on about ‘freedom’ as one of the most powerful branding tools available.  I will continue to do so as the freedom needs of modern people continue to grow.  Freedom is something people crave more than ever across all demographics as the workplace becomes more competitive, high (sometimes unattainable) housing prices feature and the hope of an easy and early retirement dwindles. People have always valued freedom in both big and small ways.  At the […]
February 8, 2016

The pleasure of celebrity gossip

Gossip is sometimes thought of as trivial, idle and unkind. It suffers from a bad reputation in middle class circles. St Paul called it ‘evil’. Celebrity gossip can be viewed as the’ junkie’ side of culture. But we all gossip. It is a natural, human behaviour and fulfils a number of social and personal functions which are positive and important. Gossip serves to… Feel a sense of belonging… Gossip has always been used to cement social groups. The nature of […]
February 8, 2016

What Makes Something Retro Cool?

Retro cool in marketing and product design is common. The past is drawn upon across many categories from kitchen appliances through to car design and fashion. Sometimes a brand or a product just sings out to be redesigned on the basis of something old. But not all products and brands lend themselves to a story that draws on the past. And some stories to do with the past are not desirable. For example, it is potentially a good thing to […]
February 8, 2016

The Luxury of Space and What it Means for Marketers

The type of space we aspire to, and the way we use space says so much about us. It is tied up with our feelings of power and control. Space is aspirational for most of us. We want more of it. We long for space…   To feel free… From a young age, people associate space with freedom. According to psychologists and sociologists one of our first understandings of freedom is when we learn to move and walk as babies […]
February 8, 2016

The Psychology of the Home

The places we live in are external reflections of the complexities inside us.  The home is one of the richest expressions of ourselves including our self-esteem, social stature and other key identity pillars, such as our gender and our differing roles as family members.  The home is a complex set of signs about what we value and aspire to. For example, the geography of the home is often gendered.  Men and women in the home often dominate different locations and […]
February 8, 2016

The Big Antidote

In the 1980s Maggie Thatcher and Ronald Regan set the world on a new economic path, opening up barriers to trade, that would change all aspects of global society right down to the minutiae of the product choices we make now. The millennials don’t know what it was like to live in a less competitive era, but life was slower and more secure. People had jobs for life and a retirement that the government guaranteed. Slowly support mechanisms have unraveled, […]
February 4, 2016

Lessons for Research from Masterchef

Keep it simple, stay focused, communicate: lessons for research from Masterchef (and Marco Pierre White)

Get in touch with Ruby Cha Cha

Get in touch with Ruby Cha Cha