Our work with Untold has directly impacted our marketing strategy for important growth markets. Unpicking the buyers journey and understanding our customers’ Jobs to be Done was invaluable in helping our teams narrow the focus for effective channels and key messaging.
Adelynne founded untold in 2019, frustrated by traditional market research methods and fuelled by a desire to deliver truly actionable insights for marketers and do work that has real impact. Her experience across strategy, insight and consulting, spanning over a decade, focuses on customer behaviour and psychology. She has interviewed thousands of customers across sectors in her work with brands including RIM, Coach, Superdry, Burberry, Oracle and Wise.
Simon has a background in design and marketing and brings a ‘design thinking’ approach to every consulting project. He puts his design skills and visual eye to use in creating beautiful data-driven content that engages teams organisation-wide. Using the recommendations from the strategic research he has produced web design, animation and social assets to bring findings to life and support clients’ external marketing efforts.
We have produced several thought leadership reports, managing the end-to-end process from research design, global data collection, narrative development and report design. Research for PR has also resulted in significant pick-up by media.
We designed and delivered a strategic segmentation, providing direction, consultancy and management of research and data specialists. We held workshops and engaged stakeholders with a range of highly visual segmentation and persona materials.
We refined and developed a brand positioning strategy for a global insurance company, delivering a revised set of brand guidelines and refreshed visual identity to be rolled out across 18 markets.
We took a group of senior stakeholders at a digital bank through a research and innovation sprint lasting 8 weeks. Starting with the customer, we ran 30+ hours of interviews, an online survey and a week-long design sprint to generate ideas for the bank's next generation of products.
We designed and delivered strategic brand and market insights, presented at board level to inform the company's customer, product and retail strategy. The work encompassed qual, quant and in-store research and resulted in 'quick win' changes to store design and marketing messaging.
We developed a brand strategy and positioning for a startup beauty brand, providing them with a core message and vision to anchor their thinking to as they navigate through the early stages of growth.
We held focus groups with luxury handbag buyers, digging deep into the emotional context surrounding luxury purchases in order to inform marketing strategy at the brand and product level.
We developed a purpose-driven brand positioning and visual identity for a startup dog food brand looking ahead to its next phase of growth following a successful round of funding.
We have supported the development of start-up pitch decks which encompass a strong validation case using a Jobs To Be Done framework to demonstrate likely product-market fit, market sizing and to provide guidance for positioning and messaging at launch.
We delivered a set of marketing and positioning insights to inform a phase of brand development. The opportunity sizing insights challenged core beliefs held by the business and resulted in a shift in the target audience and marketing messaging.
We explore what some of the emerging trends might be as people plan their getaways in the coming months and years following the pandemic. Findings from over 5,000 consumers across 10 markets globally.Read now
In this drop we look at how the pandemic spurred on a wellness obsession that will last. Findings from a survey with 3,000 consumers across UK, US and Australia.Read now
In this drop, we investigate the role of sustainability and ethics in consumer purchase decisions. Findings from a survey with 2,000 consumers across UK and US.Download now
When done right, customer conversations can transform your marketing strategy.Read the piece
When done right, customer conversations can transform your marketing strategy.Read now
The core premise of Jobs To Be Done is completely logical, even common sense. It says: customers don’t want products, they want to achieve an outcome in their lives.Read now