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Innovation is much more than new products and services; it is also about experiences or new business models like subscription

Top Tech Brand to Revamp Smartphone App Icon!

Challenge

The aim was to broaden brand associations with the new icon, beyond the app's core use, while maintaining its recognition as part of the product and brand.

  

Approach

Using IdeaEvaluate with a gamified approach for users to express preferences for various icons via intuitive associations and modular feedback. This stems from the insight that decision-making time indicates belief certainty.

Insight

While the new icon compares favorably to our global competitive set, the existing icon excels due to ingrained familiarity. Initial consumer discomfort from an icon change can be mitigated with distinctive assets.

Impact

The new icon was rolled out worldwide to better align our product with others from the parent brand.

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  • Identify the ideas that resonate.
  • Fine-tune your ideas so you can get to market faster.
  • Make confident decisions about the ideas best fit for your brand.

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New April release! Discover even more options now.

Screener flexibility
  • Extended gender question
  • More flex on behavioural screening questions
  • Wider range of verb options
  • Static “product” wording becomes flexible
  • Adjustable wording for select questions

Core survey enhancements

  • More flex in text to introduce trade-off tasks
  • Alternative purchase intent question
  • Brandfit questions now optional

New in April

Ready to innovate differently?

We would love to talk to you about the significance of these insights for your business and we can help you solve some of these innovation challenges.

Sana Hussain

Corinne Mostaert
Innovation & Sustainability Lead
Kantar Insights Belgium
corinne.mostaert@kantar.com