We are an insight driven consultancy, that focuses on delivering profitable growth through innovation.

our approach

We spent over 20 years in your shoes, so we deliver tangible progress, quickly in any (or all) stages of the development process

  • We use our broad cross functional experience to unlock internal solutions to meet consumer and customer needs.
  • We recognise every business is different and always tailor rather than force fit solutions.
  • Over countless growth challenges we’ve honed our expertise at every stage of the development process, through to sustained in market success.
  • We work with your Insight, Innovation, Marketing and Technical Teams and roster agencies or as independent project leaders.
  • The founding owners work hands-on every project, we do not delegate to inexperienced juniors.
  • We have a proven track record of success client and agency side based on 10 fundamental foundations of success.
10 Foundations Of Success  

Our approach is based on our experience of what works and what doesn’t – we apply a set of principles we’ve learned drive growth. And we draw on a range of tools and techniques we’ve used successfully and tailor them to help achieve your goals.

  • 10 Foundations Of Success

  • 1. Do you have clear, Financial, Innovation goals?

    Keeps you focused on bigger projects to deliver, not distracted by exciting but financially small projects.

  • 2. What consumer behaviour are you trying to change?

    What you need to do to win new consumers will be very different from increasing frequency or pricing up existing consumers.

  • 3. Are your resources focused against the best opportunities or platforms?

    It is better to generate a few ideas against the priority platforms and build the best rather than generating lots of random ideas and working out which is least bad.

  • 4. Are all your ideas grounded in genuine insights?

    Insights, why people behave they way they do now, build great ideas.  Just using information (what consumers do) leads to superficial ideas that are easily copied by your competitors.

  • 5. Are you clear on how your ideas will make consumers' lives better?

    If there is no reason to switch to your innovation, they won't!

  • 6. Do you have clear action standards for each stage of the process?

    Pre-defined action standards increase your success rate by removing the temptation to allow "nearly good enough" projects to progress.

  • 7. Is your value chain, from retail price to profit, clear for each project?

    Be clear on target RSP and Product costs before development to avoid wasting resource on something that could never be profitable.

  • 8. Do you have enough process, but not so much that it blocks action?

    Everyone needs enough process to align resource, too much process becomes an end in its own right , slowing or even preventing progress.

  • 9. Do all key managers have Innovation included in their annual / bonus objectives?

    Managers will devote time and energy to the important drivers of long term growth as well as short term activity.

  • 10. Are your launch objectives clear against the levers of performance?

    Setting targets for awareness, purchase interest, trial, repeat and advocates enables you to tweak the marketing mix to maximise performance and return on investment.

  • 10 Fundamental Foundations
    Of Success

  • 1. Do you have clear Financial, Innovation goals?

    Keeps you focused on bigger projects to deliver, not distracted by exciting but financially small projects.

  • 2. What consumer behaviour are you trying to change?

    What you need to do to win new consumers will be very different from increasing frequency or pricing up existing consumers.

  • 3. Are your resources focused against the best opportunities or Platforms?

    It is better to generate a few ideas against the priority platforms and build the best rather than generating lots of random ideas and working out which is least bad.

  • 4. Are all your ideas grounded in genuine insights?

    Insights, why people behave they way they do now, build great ideas.  Using information (what consumers do) leads to superficial ideas that are easily copied by your competitors.

  • 5. Are you clear on how your ideas will make consumers' lives better?

    If there is no reason to switch to your innovation, they won't!

  • 6. Do you have clear action standards for each stage of the process?

    Pre-defined action standards increase your success rate by removing the temptation to allow "nearly good enough" projects to progress.

  • 7. Is your value chain, from retail price to profit, clear for each project?

    Be clear on target RSP and Product costs before development to avoid wasting resource on something that could never be profitable.

  • 8. Do you have enough process, but not so much that it blocks action?

    Everyone needs enough process to align resource, too much process becomes an end in its own right , slowing progress.

  • 9. Do all key managers have Innovation included in their annual / bonus objectives?

    Managers will devote time and energy to the important drivers of long term growth as well as short term activity.

  • 10. Are your launch objectives clear against the levers of performance? .

    Setting targets for awareness, purchase interest, trial, repeat and advocates enables you to tweak the marketing mix to maximise performance and return on investment.

ipera

What we DoOur Work

  • Use Insight To Identify Untapped Consumer Demand

    To align your precious resources against the best growth opportunities, we build growth strategies based on the scale of consumer opportunities and their fit to your Business Strategy and Competencies.

    view case studies
  • Build The Offer

    We generate and prioritise Insights and Ideas, then build them into winning Concepts supported by marketing and technical development briefs and the Business Case.

    view case studies
  • Deliver Outstanding Implementation

    With personal, hands on, cross-functional experience, we align resources to focus on the key levers of success from Project Initiation through to in market performance management.

    view case studies
  • Build Capability

    We build our clients’ capability – equipping them with the skills and the approaches to deliver profitable growth independently. We have trained thousands of managers from board level to the most junior marketer; developed and run hundreds of workshops and bootcamps, and coached several senior managers.

    view case studies

Using Insight to Identify Untapped Consumer Demand

Global Food Company

The Brief

The UK subsidiary of a global food business, with dominant shares in stable categories, had decided to establish a new, stand alone innovation unit to open up new sources of growth. We were asked to define the scope for growth with the exec team and then define and prioritise the opportunities for growth.

What We Did

Interviewed the Exec Team to give focus to the scope. Reviewed existing market and consumer information (qual and quant) and open source information, identified and overlaid relevant trends, investigated capabilities in sister companies, developed and facilitated a number of workshops to build the analysis into defined and prioritised Growth Platforms.

What Happened

The Platforms are used as the foundation of their growth strategies and for the development of new consumer offers which have led to successful launches in 3 adjacent categories. We have refreshed the Platforms and have worked on Building the Offer for 6 Projects

Thanks again for all the great work on this project, excellent recommendations! Head of Insight

Using Insight to Identify Untapped Consumer Demand

Global Drinks Company

The Brief

With consumers trends leading to a shift away from drinking in bars and pubs, our client was keen to identify ways to bring drinkers back to the on premise and their brand. We were asked to develop On Premise Growth Platforms to focus resource and investment against the strongest opportunities.

What We Did

Reviewed on premise market data across Greater Europe, overlaid these with consumer trends, needs studies, business competencies and forecast value chains to identify, scale and prioritise the different growth opportunities. We then used these agreed Platforms to recommend one high investment project should proceed but that a second should be put on hold.

What Happened

The prioritised project proceeded to successful launch. On the strength of this work we were then invited to develop and facilitate idea creation workshops in 5 countries of the Eastern Europe Division – several of which have already proceeded to launch.

This is great, we’ve never looked a the market like that Insight Head, Europe

Our Approach

Using Insight to Identify Untapped Consumer Demand

Global Snacks

The Brief

The UK division of a global snacks business asked us to identify and prioritise growth opportunities from a consumer and market perspective to replace their previous, often competing, category up approach.

What We Did

By combining interrogation of market information and consumer research and overlaying input from managers from R&D, External Relations, Marketing, Sales and Strategy, we defined and recommended Innovation Platforms to deliver against consumer needs gaps, the core business competencies and strategy. We then secured cross functional alignment behind these platforms through a full day workshop with the Management Team.

What Happened

We rolled this approach out from the UK across Greater Europe and have worked on Building the Offer against 3 of the Platforms.

The workshop was incredibly helpful to get us to a great place.” Innovation head

Global Beverages

Using Insight to Identify Untapped Consumer Demand

Global Beverages

The Brief

With a double digit growth goal this business needed to be sure it was selecting and developing the strongest ideas. The brief was to develop innovation platforms to align existing and generate new growth ideas.

What We Did

Analysed quantitative market data and U&A studies from the top 10 countries (across Asia, Europe and South America) overlaid with consumer segmentation and foresights to develop innovation platforms, agreed these with the central innovation team. We then mapped hundreds of the existing ideas against these platforms and designed and facilitated and workshop involving 25 senior managers from marketing, R&D, local country businesses and suppliers to select the best, and build them into winning concepts.

What Happened

 The Platforms were used to build a 3 year Innovation Pipeline and to date 4 products have been launched successfully.

Wow, we’ve never integrated the commercials to understand this. Great progress in a short space of time and always with good humour and high energy. Better than I dared hope Global Innovation Head

SME Technology

Using Insight to Identify Untapped Consumer Demand

SME Technology House

The Brief

A UK Technology House had a Patented Invention and asked us to help identified possible applications and markets.

What We Did

Facilitated a workshop to brainstorm and prioritise potential business opportunities.

What Happened

Prototypes were developed for the 2 primary markets now progressing with 3 large consumer businesses. We continue to work in partnership on a number of consumer projects.

Really good workshop, we enjoyed it as well as benefitting from it. Managing Director

SME Inventor

Using Insight to Identify Untapped Consumer Demand

SME Inventor

The Brief

We were approached by a serial inventor to identify potential market opportunities for several inventions.

What We Did

Identified the benefits delivered by different features of the inventions and linked these to consumer and retailer needs and trends. Assessed the strength of unfulfilled need against the market size to prioritise which inventions to progress.

What Happened

We established a Joint Venture business with the inventor and have reached selling and production agreements with the leading industry supplier.

I wish I’d started with the market opportunity instead of the engineering design. Inventor

global food business

Building the Offer

Global Food Business

The Brief

Following our Identification of Untapped Consumer Demand we were invited to develop consumer concepts for new product ideas against 3 of the Platforms with the objective of achieving top quintile BASES Scores after one round of consumer concept building research.

What We Did

Developed and ran Insight generation and concept building workshops. Commissioned and managed qualitative consumer research and refined the final concepts for BASES testing.

What Happened

All 3 Projects scored in BASES top quintile and 2 have proceeded to launch. We have subsequently worked on 3 further projects and delivered similar results.

We got there! (Launch). Many thanks for crafting this opportunity Head of Insight

consumer durables

Building the Offer

Global Consumer Durables

The Brief

Following our successful development of a Consumer led Innovation Process we were asked to run Bootcamps to improve consumer appeal on a number of new product offers in Europe and the US.

What We Did

Reviewed work to date, designed and facilitated workshops – including consumer research / concept building – to improve the offer. Re-wrote the offers for quantitative testing.

What Happened

3 of the consumer facing projects have proceeded to launch.  The success of the our approach led to it being rolled out with our support to 4 B2B divisions where we have designed and led workshops both in Europe and the US.

The Bootcamp was the best they had had in years. It was productive, insightful and  meaningful  for all and the environment was open for discussion and brainstorming, not restraining. Wherever they came from, they felt that their input and contribution were valued. US Head of Marketing Training

Global Snacks

Building the Offer

Global Snacks

The Brief

Following our development of Innovation Platforms we were invited to lead development of consumer insights and concept development against 3 of the Platforms.

What We Did

We ran workshops and consumer research to build on existing and to create new ideas against 3 of the Platforms, prioritising each idea according to the scale of opportunity, emerging consumer needs and the business capability to execute the idea.

What Happened

Two new products are succeeding in market, growing overall share at incremental margin, while several other projects are progressing through the development process.

Thanks again for a really good 2 days. It’s all starting to come together! Marketing Director. 

Great energy in the office this morning about the last couple of days, which is brilliant. Innovation Project Leader

stock market

Building the Offer

EIS Start-Up Investment Fund

The Brief

Our client was considering a major investment in a start up food business, and wanted to understand the potential before committing the funds. The brief to Ipera was to examine the potential from a consumer and market perspective, and to optimise the brand proposition.

What We Did

Market analyses to assess the potential of the offer, and the likely source of volume. We developed alternative brand positionings and researched these with different consumer targets. We examined the value chain to assess likely long term potential profitability.

What Happened

The consumer research demonstrated that demand for the brand was extremely niche, while the production costs made scaling up unprofitable. We recommended that the fund should not invest – and they didn’t, recognising we had helped them avoid an unwise investment.

Thanks, the evidence has contradicted my initial instincts. EIS Fund CEO

cans

Building the Offer

European Packaging Trade Association

The Brief

To develop an on pack sustainability message with the impact and persuasion to increase the rate of recycling by consumers.

What We Did

We ran internal idea generation workshops, commissioned and managed consumer research in 4 countries to identify the most persuasive messages, built these into final proposals and presented these to a number of packaging customers and NGOs.

What Happened

The research was run in a further 2 countries to confirm the messages which are now being built into a full recycling communications package for roll out across Europe.

Thank you, we are totally satisfied with the outcome and appreciate your efforts. External Relations Director

european drinks

Outstanding Implementation

European Drinks

The Brief

To rescue 2 essential brand innovation projects that were failing to hit action standards both with consumers and technically.

What We Did

Re-defined the projects’ scopes. Integrated R&D, procurement and projection into the sales and marketing project team. Led the projects through to launch.

What Happened

The brand was restored to both volume and margin growth with both launches improving overall margin.

Thanks, you’ve saved my bacon. International Marketing Director

uk food

Outstanding Implementation

UK Food

The Brief

A Retailer Own Brand business wanted to know whether there was an opportunity for a Branded Offer in their core category, what that Brand should be an how to develop and launch it.

What We Did

We reviewed available information to identify the best opportunities for a new brand, ran internal workshops and consumer research to develop and validate concepts, which formed the basis for marketing and technical development briefs and headline business case. Our client had no marketing department and our role was extended to lead the development and consumer research of pack design and marketing support. We presented the sales proposition to leading retailers, managed the development of multi touch point advertising, including TV advertising and in market tracking to optimise performance.

What Happened

The Brand was launched in 2012, with TV advertising on air in 2014. The brand continues to grow and has our client to start trading for the first time with 3 new retailers.

Many thanks for all your help, not only with the brand but also on the wider commercial agenda. You play a vital role in what we are endeavouring to achieve. Managing Director

consumer durables

Outstanding Implementation

Global Beverages

The Brief

 The Brand's packaging had to be improved as it was weakening consumers' perception of the product quality, but corporate commitments required this to be done without any increase to cost of goods or CO2 emissions.

What We Did

 Designed and facilitated a cross functional workshop to identify the full cost and emissions chains and opportunities to reduce them.  This involved senior managers from Marketing, Sales, Procurement, Logistics, Manufacturing and Finance.

What Happened

 The workshop identified that by specifying pack dimensions ahead of design palletisation could be reconfigured to reduce warehousing and distribution costs as well as CO2 emissions by 15 to 20% for reinvestment in superior packaging quality.  The new pack has been launched leading to improved brand perception.

I wasn't expecting a solution from logistics!  Global Marketing Manager

consumer goods

Build Capability

Global Consumer Goods

The Brief

 We were asked to develop a global training programme on Integrated Marketing Campaign

What We Did

 Working with the global roster advertising and media agencies, we designed and developed a global training programme on Integrated Marketing Campaigns.

What Happened

  The training programme was agreed and has been deployed globally as a key component of the overall marketing capability programme.  We were subsequently invited to develop a specific training module on digital integrated marketing communication which has also been rolled out globally.

It was terrific. You provided valuable external perspective and were not shy about your opinions when you felt we were going down the wrong path. You were also very flexible and efficient Global Marketing Capability Director

european drinks

Building Capability

European Drinks Company

The Brief

  To develop and implement a cross functional innovation process covering Opportunity Prioritisation through to in market tracking.

What We Did

 Defined the scope and objectives for Innovation. Developed an Innovation Process appropriate to the scale risk for each Project and the informal culture of the business; piloted the process before refining it and delivering training through Project Workshops. We also wrote the KPIs and Job Description to enable recruitment to fill the new role of Group Innovation Director.

What Happened

  The process has been implemented and a Head of Innovation recruited, together enabling our client to become self sufficient and launch 2 to 3 successful new products each year.

The real value you add is making us ask ourselves the right questions International Marketing Director

consumer durables

Building Capability

Global Beverages

The Brief

 The Brand's packaging had to be improved as it was weakening consumers' perception of the product quality, but due to corporate commitments this had to be achieved with no increase to cost of goods or CO2 emissions.

What We Did

 Designed and facilitated a cross functional workshop involving marketing, sales, procurement, logistics, manufacturing and finance.  

What Happened

 The workshop identified that by specifying pack dimensions ahead of design, palletisation could be reconfigured to reduce distribution costs and CO2 emissions by 15% to 20% for reinvestment in superior packaging.  The new pack has been launched leading to improved brand perception.  

I wasn't expecting such a left field solution!   Global Brand Director

ipera

our clients

We are proud to have worked with a number of the world’s largest consumer goods businesses as well as several SMEs, including start-ups.

We’re genuinely international in scope, having delivered projects in more than 20 countries across every continent. Many of our projects are multi-country or multi-region, but we’re equally at home working with small single country businesses.

  • heineken
  • michelin
  • greenvale
  • SAB Miller
  • Metal Packaging
ipera

About us

Ipera was founded in 2008 by Jane Walton and Stuart Catchpole with the goal of helping businesses to generate profitable growth by using insight to unlock untapped consumer or customer demand..

Until then we had spent spent over 20 years in your shoes, so we work seamlessly with your team, or at arms length, to deliver tangible progress, quickly. We have worked in every type of marketing and sales role, as well as R&D and operations teams. So we have the breadth and depth of experience both to understand clients' businesses and deliver tangible results, quickly.

ipera

Partner Agency

42 Technology Logo

42 Technology is a product design and development consultancy that specialises in creating innovative products for consumer and business markets including medical and healthcare, industrial, packaging and dispense, consumer, food and drink, and energy.

Sigdiff logo

We specialise in market research and marketing analysis that is insightful and which provides robust evidence to inform marketing decisions.

Bernice Hardy Logo
ipera

contact us

We'd Love To Hear From You...

By definition this website is largely about our business, but we’d prefer to listen to you, to hear about your business and innovation challenges.

If you have seen anything that is of interest please contact us as below.

Ipera Limited

Gorse View
Horsell Rise
Woking
United Kingdom
GU21 4BA

 

+44 (0) 1932 423396

Jane Walton

+44 (0) 7884 113539

jane.walton@ipera.co.uk

Join me on Linkedin

 

Stuart Catchpole

+44 (0) 7836 271223

stuart.catchpole@ipera.co.uk

Join me on Linkedin