More | Insight Optimisation from Lexden

You told us….“I want MORE”

The challenges the modern research function face
• Your business is looking for more than clues, it expects answers pushing for less
inference and more precision
• The priority on you is providing answers to solve todays challenges over insight which
directs tomorrows thinking
• Internal stakeholders, who are infrequent users of customer research, believe they
should look to your research for solutions they can rationally equate to fulfilling short
term objectives and utilising existing operational capabilities
• The question often posed to you after the debrief is “What does that mean for my
business”? But with other projects demanding your time, the bandwidth is rarely there
to deep dive for answers.
• And finally despite your research agency will often attempt to answer the above for
you. But without a broad enough awareness of the business strategy or the customer
strategy to reference, it’s often perceived as inadequate. Meaning you then have to
restore credibility in the work they presented and them as an agency amongst your
peers – when you’ve enough already to contend with.


I You alsoMORE | I expect MORE
want told us…..“I expect MORE”

Q. Where is the focus for the modern research function?

A. Some of you have said you are spending the majority of your time commissioning
and debriefing new research to answer immediate and often disparate business
problems. Whilst others claim time is mainly allocated to collating, reporting and
commentating on non-financial customer and brand KPIs.

Q. What’s not being covered that should be?

A. We have been told you are not satisfied with the amount of time being spent
analysing the intelligence sources you have amassed. Also, not having the opportunity
to turn the findings into business friendly insight is frustrating. Because you believe this
could help direct and define strategic business decision making rather than just
answers the challenge in hand.


And we know you believe your….“Existing research is
I want MORE | Ibusiness tool ”
an underutilised expect MORE
Reforecasting is constant. We need to
mine our existing research to see if
We have plenty of customer the answers are there first. But time
intelligence, but it’s held in doesn’t always allow us . So will often
too many different places & commission new research The research agency fulfilled
formats the brief but weren’t able to
help us understand how we
could apply the learning

Senior research executives,
managers and directors
We are not able to spend
enough time delving into root The commercial and risk teams
cases and consequences in still use research as a blunt
our CSAT or brand tracking ‘yes/no’ tool. We need to help
studies. There is so much them see it as directional rather
insight there we are missing Once the debrief is complete
than always decisive
we had to move on to the
next project. But I know there
is more gold to be found in
that piece of research


MORE Insights from Lexden unlocks the potential of
I want MORE | I expect MORE
your existing insight to create commercial advantage

Turning customer research
Put customer drivers on the Turn CSAT learning into
findings into service
agenda across the business business initiatives
improvement initiatives Development of customer Identifying commercially
principles and charters advantageous
from customer needs & enhancements to existing
expectations analysis products & programmes

Provide evidence to
Identifying growth Provide evidence to
support customer’s
opportunities for existing or Evidence for users of insight support ‘Moment of Truth’
‘Moment of Truth’ touch Revise and refine new customers types within the business to touch point improvements
point improvements business imperatives and
reappraise it’s strategic role
cascading plans of activity
in decision making

DELIVERABLE - Create a DELIVERABLE - White paper
DELIVERABLE - Customer DELIVERABLE – alternate
new MORE customer series applying MORE
inspired assessment and ‘future’ business, brand and
insight foundation marketing plans using insight to support/ and
enhancements to business
repository containing digest MORE insights challenge existing business,
and marketing plans
of customer motivations brand & marketing plans


We take two steps back from Customer Behaviour
to arrive at new outcomes

EMOTIONAL FUNCTIONAL
DRIVERS DRIVERS
Human Individual Customer
emotions needs behaviour

LEXDEN’s TYPICAL
START Unchartered Potential opportunity Well worn path START
POINT POINT


We let you decide how much you value MORE

How it works for you….
1. We meet and agree what you want to get from the commission
2. We discuss ‘current state’ of insight, business plans and value of customer within
business. We share ‘operating model and project approach’
3. Confident/curious from our discussions you request a proposal
4. We propose specific approach (stages 1,2 and 3 or fewer) for your requirements
5. You decide the value of that piece of work and the acceptable timeframe
6. We agree.
7. We set up full scoping session, project framework and kick-off session
8. We complete work (on-site if preferred) with frequent ‘drop in’ consultations to
incorporate changing business requirements mid-flow
9. You have the tools to demonstrate back to the business value of MORE insights
10. You can revalue our contribution before we submit final invoice


Structured approach to ensure governance and
accountability for pre-defined deliverables


What others say about Lexden’s approach
“Christopher and Ajai brought our research to life with such flair and imagination that the business just
had to sit up and take notice. It paved the way for the level of engagement that we now have with the
commercial and marketing teams."
— Tom Kerr, Head of Insight, Tesco Bank

“I worked alongside Ajai and Christopher on an extensive Zmet study for a leading client. They were able
to extract specific commercial initiatives from the vast quantity of insight from the interviews and
effectively express those initiatives in terms that the client business could comprehend in the most
effective way, whilst always remaining true to the customer insight. This ability is something I have only
seen rarely through my career and is something which is sorely needed by clients. They were also great
fun to work with.”
— Tony Wornell, Director, BDRC Continental

“I have worked with Ajai and Christopher on two different occasions now. Their approach to all the work
they do is always fresh and starts by understanding what it is that really motivates customers. Many
people talk about ‘understanding customers’ without really doing it in the depth required. The guys get
into the detail and have excellent insight into what makes consumers tick. They always provide the
highest quality work and output that is grounded in the commercial realities of the business-they
understand that work needs to be implemented. However this does not stop them being very creative
and I like the fact that they approach most things in a slightly different way to the norm. I’ve always
enjoyed working with them and am very happy to recommend Lexden.”
— Colin Robertson, Director Customer P & L, MORE TH>N


Lexden | Customer Marketing Strategists
Lexden's unordinary thinking outcomes
rely on a belief that starting with the
customer is the most reliable
constant. Employing best practice and
new techniques which interrogate the
marketing equation from a variety of
perspectives allows us to find ways to
enter the consumer's consciousness
and create deep rooted positive
connections. Leveraging key
commercial and business drivers
propels us towards new and exciting
solutions which motivate customers.
Christopher Brooks, Director Ajai Ranawat, Director
"Advanced enthusiasm for applied strategic marketing” "No-one spans the corners of marketing as effortlessly"


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