This RED Talks video explores how brands can grow via effective marketing communications. Specially looking at building Mental Availability through Category Entry Points (CEPs), Directors of RED C Ireland, Ciara Reilly and Jane Dunleavy, will introduce you to the theory and use real world examples to illustrate how brands bring this to life.

For a special Relish episode of this month’s RedTalks, Simon Thompson sat down with Nick Eves and Ollie Eley from the insight team at Southern Water to chat about the importance of insight within the water sector, how the voice of the customer is informing real change at the company, and how they want to win back their reputation within their ongoing efforts to improve. 00:00 - Introduction – the general role of insight 03:11 – Getting the stakeholders in on the journey 05:45 – What is the ideal process from an insight agency? 8:54 – What has changed post Covid? 9:51 – What is Nick’s experience with working with segmentation data? 12:15 – Listening to criticisms to regain trust 14:15 – What is the desired outcome of all this research? 15:21 – Getting the stakeholders to know their customers 16:42 – Timescales of change at Southern Water 17:32 – Efficiency and new speed of insight

In this Gen Alpha focused episode, kids and family experts Cat Hunter and Kirsty Koch of RED C UK, discuss the importance of play and how it’s evolved. They also explore the dichotomy between kids’ play preferences and parental priorities and what this means for brands.

In the latest edition of our RED Talks series, Director Geoff Tucker and Research Project Manager Colm Finlay discuss the most recent results from RED C’s Consumer Mood Monitor in the ROI to get behind the data and understand what the key factors are impacting on the Irish consumer psyche.

In this episode, Directors Aoife Marron and Robin McGhee discuss current attitudes, opinions and behaviours among men, as well as the implications for brands and how they can best engage and connect with them.

In this latest episode, Co-MDs of RED C UK, Charlotte Butterworth and Rich Barton discuss our approach to NPD through our bespoke iDeator tool. They discuss how we’ve used it extensively in the food sector to help our clients identify which new product concepts will have the best chance of success. They also talk through how iDeator can be effectively applied in other sectors where clients need to understand which concepts to take forward.

A discussion on RED C's most recent Consumer Mood Monitor release

Derek Bell, Associate Director in RED C Dublin, and Rosie O’Sullivan, Research Executive in RED C UK discuss results from our Consumer Sustainability Monitor in Ireland and the UK, and what these results mean for consumers and brands while also navigating a cost of living crisis.

Ciara Clarke, Director, RED C Ireland and Richard Barton, MD, RED C UK, discuss the benefits and best approaches to segmenting your market to enable targeted understanding and priorities to drive growth.

Aoife Marron and Emer O'Carroll, Qualitative Directors at RED C, talk about about learning from living through a pandemic, and the lasting impact of consumer behaviour and outlook.

Jane Dunleavy, Associate Director talks to RED C CEO Richard Colwell, about the theory and practice of targeting the long tail for brand growth. Focusing on why and how brands should target the long tail of light, lapsed and non-users, rather than the already heavy buyers. 

Derek Bell, Project Manager, RED C Ireland talks to RED C UK Associate Director, Iona Murphy, about the all the recent tracking we have conducted among consumers in both markets on Sustainability, and what consumer attitudes towards it and behaviour around sustainability, mean for brands trying to make sense of this space.  

Emer O'Carroll, Director talks to RED C Ireland Deputy Managing Director, Carol Fanagan, about the the accelerated shift online during the Covid 19 crisis, and what this means for brands.  Discussing leanings we have uncovered from the consumers online experiences, and how brands can better navigate the demands from a more the online consumer.

Jane Dunleavy, Associate Director talks to RED C Ireland Director, Ciara Reilly, about the theory behind building brand salience or mental availability by understanding and measuring Category Entry Points (CEP’s) as defined by the Ehrenburg Bass Institute.   The benefit being that if we can grow the “Mental Availability” of our brand in/at key purchase moments, occasions and locations, that really matter; then we can unlock more growth for the brand.

Aoife Marron, Qualitative Director talks to RED C Ireland Director, Jimmy Larsen, about the importance of understanding how human beings really behave, applying behavioural economics and using this in market research, helps to better inform marketeers correctly on how best to influence decisions and choices.

Emer O'Carroll, Qualitative Director talks to RED C Ireland Managing Director, Sinead Mooney, about the impact of Covid-19 on the customer journey, and how important it is not to get it wrong for more emotionally reactive customers.

Throughout the Covid 19 lockdown process RED C has been running an online community, talking to families in the UK, France and Italy, looking through the eyes of kids and an their parents at how they are coping.  In this short podcast Charlotte Butterworth, UK MD, explains the human impact of Covid 19 and the changes in behaviour that families are making, which will be valuable for brands to understand. 

A discussion with RED C, CEO, Richard Colwell, about what we know about consumer reaction to adverting during Covid 19.  Should brands stop spending, or is now the right time to be advertising if at all possible?  What type of advertising is appropriate, and how are consumers reacting to it.