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    • Qualitative Research
      • FOCUS GROUPS
      • DEPTH INTERVIEWS
      • Brand Development Qual
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      • COCREATION QUAL
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      • SHOPPER RESEARCH
      • USER EXPERIENCE (UX)
      • CUSTOMER JOURNEY MAPPING
    • Quantitative Research
      • Brand Health and Tracking
      • Usage and Attitude Studies
      • Segmentation
      • Concept Testing
      • Market Sizing
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      • Crowdsourcing
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      • Conjoint Studies
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Attitude And Usage Study for Alternative Proteins

A Case Study with Inghams
The Context icon

The Context

Consumer awareness of and interest in new plant-based proteins that mimic the properties of meat will challenge chicken’s standing as one of the most versatile and heavily consumed proteins.

The Challenge icon

The Challenge

With the trend of meat lovers substituting their diets with meat free proteins, Ingham’s stands to lose sales.
Ingham’s is looking for a way to prepare for this Challenge.

The Journey icon

The Journey

Stage 1: Qualitative – Ethnographic:
N=8 90-minute interviews to address triggers, barriers and current attitudes to consumption
Stage 2: Quantitative
15-minute survey with n=1200 to size the market and understand protein barriers and market entry

The Results icon

The Results

Through research we understood that consumers have low awareness and knowledge of the plant-based proteins however were looking for a “heathier lifestyle”

It has been a pleasure to work with Ruby Cha Cha on this project, we had a great deal we wanted to delve into with our research including brand, customer and category and RCC were instrumental in guiding that process and adjusting to ensure we got the best insights from both the qualitative and quantitative research.

We have received some valuable insights through the project that will not only guide our brand moving forward but also allow us to implement improvements across the business that will ensure we uphold the great customer experience we pride ourselves on at Oz Lotteries.

Jillian St George
– Oz Lotteries

How can you get these results?

We’d would love to discuss how. Enter your details and one of our friendly team members will get back to you.

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Ruby Cha Cha conducted research with our members in order to help us develop strategic solutions to drive our union into the future. The team used innovative techniques to help us truly understand our members and the way they view their profession and our organisation. Ruby Cha Cha’s research identified some important opportunities for us to improve our positioning and we are now taking some important and informed next steps to ensure we are well placed to continue to represent our members well into the future.

Amanda Newman
– Queensland Nurses’ Union
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I have been working with the awesome Ruby Cha Cha team for the past 7-8 years now. Ellen & the Ruby team are fantastic to collaborate with, always willing to partner to solve business challenges. The in-office Customer forums they’ve run for us at Uber are shattering one-way mirrors with our customers and driving quicker decision making and employee engagement – highly recommend!

Sonny Sethi
– Zip (formerly at Uber)
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Ruby Cha Cha is an engaging and experienced team that worked closely with us to define our market research goal and work out the best way to go about achieving it within our timings and budget. Their quantitative work on our NPD concepts exceeded our expectations and has been very beneficial in developing our future brand plans. We will definitely be using Ruby Cha Cha again.

Mel Clayton
– CSR Sugar
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Excellent, thoughtful and well-presented insight from this boutique, Sydney research agency. Extensive experience of consumers and categories. An engaging, accessible and super-smart team. Highly recommended.

Rob Grant
– Campari
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Ruby Cha Cha went above and beyond for our research project. We were restricted by a very tight timeframe – but the project was completed on time and the results were more than we could have asked for. We were able to gain valuable insights into our members and their needs and wants. We have no hesitation in recommending Ruby Cha Cha to anyone and will definitely use them again.

We had a tight time frame and you delivered, and the results are so powerful and will go a long way to helping us form our future endeavours.

Tracey Mellin
– Macarthur Credit Union
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Ruby Cha Cha is an innovative and highly collaborative agency that customised their approach based on our needs & budget. They challenge the status quo & exceeded our expectations at every turn.

Brigitte Slattery
– NBC Universal Media
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It has been a pleasure to work with Ruby Cha Cha on this project, we had a great deal we wanted to delve into with our research including brand, customer and category and RCC were instrumental in guiding that process and adjusting to ensure we got the best insights from both the qualitative and quantitative research.

We have received some valuable insights through the project that will not only guide our brand moving forward but also allow us to implement improvements across the business that will ensure we uphold the great customer experience we pride ourselves on at Oz Lotteries.

Jillian St George
– Oz Lotteries
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I have worked with Ruby Cha Cha for over a decade. I always find that they work hard to get to the nub of the issues and come up with insightful actionable outputs. They think outside of the box and design innovative approaches and they bring stakeholders along on the research journey, instilling confidence and understanding. A recent study on Bushfires that they conducted highlighted their flexibility and ability to refocus in light of challenging circumstances. The resulting report was to the usual exceptional standard and was part of a submission to a Royal Commission. I would recommend Ruby Cha Cha to anyone who is seeking rigorous research that produces actionable outcomes.

Robert Barnfield
– Australian Broadcasting Commission (ABC)
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Ellen Baron and the Ruby Cha Cha team have worked with me and my team to redefine and reposition the WIMR brand. I have thoroughly enjoyed working with Ellen – her approach is highly professional, engaging, intelligent and collaborative. As a marketing professional and having operated my own consultancy, at the outset I wanted to be sure that the rigour and strategic approach to the project would be exemplary, and would deliver great results. Ellen has gone above and beyond in working with us, navigating a complex organisation and diverse stakeholders. Ellen is focussed, pragmatic, highly experienced and she brings a sense of humour and fresh, dynamic perspective. Ellen is passionate about her work – she truly invests and cares about her work and her clients. I am delighted with the strategic outcomes, and I know we will continue to collaborate on projects into the future. Thank you Ellen for your considered, strategic and insightful approach.

Katrina Dowling
– Westmead Institute of Medical Research
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Ruby Cha Cha is our research partner for all strategic work. Highly recommend them, due to their insightful and actionable recommendations and true partnership style. Their opinion is well respected in the business I work in from the CEO down.

Susie Heath
– Foxtel
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The Ruby team worked in partnership with the mycar marketing and leadership team to undertake a large qualitative and quantitative segmentation and customer satisfaction study in the middle of the pandemic, which played an integral role in the relaunch of the mycar brand and its overall strategic direction. Ruby Cha Cha were able to pivot quickly, think creatively and apply skill and clever thinking to ensure mycar got the strategic insights that would drive effective decision making. We now view the segmentation as a living, breathing document referred to everyday at mycar.

Cynthia Fernandez
– mycar
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From a design company’s perspective, Ruby Cha Cha’s report is a refreshingly clear and ‘visual’ document. Over the years I’ve seen lots of good research reports that are strong on intellectual rigour and insights but short on the sort of reference to help everyone share the same interpretation of the results. The visual approach in this report is a great benchmark setting and team alignment way to present the results. And speaking from a design perspective, makes interpreting how the results might influence the way the brand looks, feels and behaves, much easier.

Tony Jacob
– Carpe Diem Design
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  • Who we are
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