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RESEARCH: Does simplicity matter? A comprehensive survey.

Provided by Siegel + Gale
Despite a challenging economy, UK consumers are willing to pay more for brands that deliver simpler experiences and interactions

What was the Challenge / Background of the Campaign?

Despite a challenging economy, UK consumers are willing to pay more for brands that deliver simpler experiences and interactions. This is a key finding of the first annual Global Brand Simplicity Index. The survey of more than 6,000 consumers across seven countries uncovers the perceived points of complexity and simplicity in people's lives, as well as the 'Simplicity Premium', the added value people would place on having a more simplified experience with brands in various industries.

What was the Campaign Objective?

To prove the value of brand simplicity.

What was the Solution?

To pinpoint the role and value of simplicity in consumers' lives, Siegel+Gale surveyed respondents' answers to a variety of questions; motivated by the power of simplicity in helping organisations realise their true potential. The survey results were then used to develop the first ever Global Brand 'Simplicity Index' which generates a 'Simplicity Score'-a rating of each brand and its category on the elements of the simplicity methodology. Siegel+Gale define simplicity as ease of understanding, transparency, caring, innovation and usefulness of communications.

What were the Results?

Key survey findings from respondents revealed that the top brands on the Global Brand Simplicity Index make people's lives simpler by: communicating directly, clearly and without jargon, reducing stress by providing savings/value, saving time by increased convenience and accessibility, facilitating ease of use and interactions and enabling consumers to get more from life: deeper relationships, easier lifestyles. It was therefore concluded, that if industries want to regain consumer trust and thrive, they need to take a hard look at the negative repercussions of complexity.

What were the Key Learnings of this Campaign?

"It's a fascinating survey," says Professor Rob Waller, Director, The Simplification Centre. "It shows that in a world of feature-obsessed competitors desperate to differentiate themselves, customers actually value simplicity, and claim they would pay more for it."

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kA comprehensive survey of more than 6,000 consumers
All adultsBoth
All
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, GLOBALAll YearBRAND STATURERESEARCH
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