Due to the future-focused nature of the projects we work on, many of our case studies have to remain confidential. The recent examples we talk about here give an overview of the kinds of product development challenges we take on.
Challenge:
How do you change student perceptions?
Lancaster University consistently ranks as one of the Top 10 universities in the UK, yet potential students frequently perceived it as a lower-ranking university.
In an overcrowded market, it’s important for any brand to be clear about who they are and what that stand for. Without fully developing its points of differentiation, Lancaster University was risking potential students walking away and choosing an alternative.
"Following the project with Groundswell innovation, we developed a clear brand definition, and were also able to introduce a ‘tone of voice’ section to the Brand Guidelines for the first time. This has been used in both the student recruitment and video campaigns and we are rolling it out across all our future communications."
Clare Riding, Head of Marketing, Lancaster University
Challenge:
How can you sell a product people don’t want, in a market outside your home country?
If ever there was a brief delivered with a shrug of acceptance that nothing can be done, this has to be it. How do you even start a conversation about credit cards in the Netherlands – a market whose debt products are advertised by law with a ‘ball and chain’ financial health warning?
But by designing product concepts in line with cultural and attitudinal understanding, we opened the door to conversations with 3 major banks. As a result, our global payments industry client has a clear entry strategy into a market that had been written off.
“I must say that I am positively impressed by the thoroughness of the research and the intelligent propositions built. I feel comfortable to share your ideas as they are a fit and in sync with the cultures and habits of the banks on high level.”
Daniel Van Delft – Banking Sector Relationship Manager, Netherlands
Challenge:
How do you turn intellectual property into a sellable product or service?
We took the principles behind LSE Professor Paul Dolan’s best-selling book Happiness by Design and developed a work-place change programme that is now being used to tackle issues such as:
- how to transition people from full-time work towards retirement;
- how to combat ‘us’ and ‘them’ attitudes between departments.
“The happiness of most people is not ruined by great catastrophes or fatal errors, but by the repetition of slowly destructive little things.”
Ernest Dimnet
This is the basis of our in-work happiness programme. Changing a few small things for the better. Because it makes a big overall difference to employee wellbeing.
Our 10 week programme gives people enough time to set new patterns of behaviour. Participants take direct action to improve their work context, so they feel much more positive about the control they have over their job and how it makes them feel.
We coach, they do. Step by step, they improve the ‘destructive little things’ in their working lives.
Challenge:
How does a small business launch a brand new product on a national scale?
This was the challenge facing Stephensons Dairy when they decided to compete head-on with global dairy producers. In Spring 2015 they launched Free Range Milk – a real shift away from intensive farming techniques because cows are grazed on grassland pasture day and night for over half of the year. What started out as a home-delivery business has expanded rapidly and in the process, is putting more money directly into farmers’ pockets.
“We are blazing a trail in an industry that is otherwise full of bad news. If we can turn around the milk production and delivery industry, we will bring hope and ideas to other British industries facing similar challenges.
Groundswell helped us clarify our route to market. We needed to focus on working with suppliers and developing process technology. They bridged the gap and equipped us to make the most of the opportunity from day one”
Chris Stephenson, Stephensons Dairy
