Vibrant Insights

Vibrant Insights is a boutique market research, insights, and strategy agency dedicated to helping brands thrive and make confident business decisions. By harnessing human stories through interviews, focus groups, surveys, and existing datasets, we delve into human behaviour and motivations to uncover deep insights about customers and markets to empower our clients to make better decisions.

Methodology

Key Methods

We are method-fluid and data-agnostic, drawing upon the right tool and technique to understand attitudes and behaviours, helping answer our client’s questions so they can make better decisions. We do this through:

1

Quantitative Research and Analysis

2

Advanced Analytical Techniques

3

Qualitative Exploration

4

Leveraging AI and Research Technology

What We Do

Our Services

We execute with speed, agility, and transparency, ensuring prompt delivery of results while keeping you informed at every stage. Whether it's through traditional reports or innovative mediums, we deliver services and insights to drive better business outcomes.

Brand Health, Positioning, Personality

Distinctive Brand Assets (DBA)

Advertising / Communications / Campaign Evaluation

Proposition / Product Development

Territory Testing / CVP / EVP Development

Market Exploration (Trends, Sizing, Scope, Gaps)

Usage and Attitude (U&A) Studies

Satisfaction and Net Promoter Score (NPS)

Concept Screening, Refinement

Pack Design Testing, Redesigns, Shelf Simulations.

Messaging and Claims Testing (Including MaxDiff)

Price Optimisation

Product, Pack, Pricing Architecture Through Choice Modelling / Conjoint

Segmentation

Name, Logo Testing

Inputs to Thought Leadership / PR

Jobs To Be Done (JTBD) and Category Entry Points

Neuroscience Techniques

"Vibrant Insights was started to help brands thrive and, in doing so, use business as a vehicle for doing good in the world."

Joel Vermaas

Founder & Managing Director

Case Studies

Here are the highlights of recent projects, to give a sense of the breadth and depth of the work we do. We’d love to chat if you want to hear more.

Capitalising on emerging trends in hiring and employment

Capitalising on emerging trends in hiring and employment

A case study on understanding the emerging trends in hiring and employment, specifically global remote hiring

Simple segmentation to guide direction

Simple segmentation to guide direction

How do you segment the market without over-investing or over-complicating?
Read on to hear how we helped a leather goods manufacturer use their marketing budget more effectively, and inform future NPD.

Closing the say-do gap for more powerful insights

Closing the say-do gap for more powerful insights

One of the most common gripes of market research is the say-do gap: the difference between what someone ‘says’ they will do, versus what they actually ‘do’. This gives rise to many discounting research entirely, as inaccurate or unreliable.

At Vibrant, we view what people ‘say’ and ‘do’ as equally valuable, and believe in this being overlaid with behavioural economics / known principles of behaviour.

Unlocking growth strategy through Jobs To Be Done research

Unlocking growth strategy through Jobs To Be Done research

Jobs To Be Done (JTBD) is a useful framework for informing strategic direction, and identifying opportunities for innovation. Much has been written on Jobs To be Done, but a great starting point is this fantastic HBR article.

Powerful quantitative insights with video

Powerful quantitative insights with video

How can we enhance quantitative research insights to land with more impact?

While we love numbers, and there is power in a great statistic, so too can a number inadvertently de-humanise and remove the ‘human’ from insights. On conducting a recent study of nearly 8300 people, we found ourselves in need of bringing things back down to an individual, human level. That is, providing more powerful quantitative insights with video.

Rapid-fire research to capitalise on new trends

Rapid-fire research to capitalise on new trends

How can businesses use market research and insights to capitalise on upcoming consumer trends and appetites?

Our client had noted discourse surrounding a rising trend, and begun to think laterally about application to their industry (which seemingly would be a odds). If done right, this could provide an opportunity for the business to drive both penetration and frequency through permissibility.

Our client approached Vibrant with a view to understanding how best to capitalise, and this was against a backdrop of needing to move fast.

Using social media channels to recruit market research participants

Using social media channels to recruit market research participants

We commonly use market research panels, telephone, or customer databases to recruit for research studies… but what if we used social media?

Using research to inform contract negotiations for video content

Using research to inform contract negotiations for video content

A case study on using research data and real-world spend behavioura datasets to inform contract negotiations for video content.

Exploring the changing rites of passage and occasions surrounding youth alcohol occasions and socialising

Exploring the changing rites of passage and occasions surrounding youth alcohol occasions and socialising

COVID has had a profound impact on our world, but in particular, for a group of youth for whom lockdowns and restricted freedoms occured when their lives should have been defined by the opposite.

An evolving research program to reposition a premier wine brand

An evolving research program to reposition a premier wine brand (quantitative, qualitative, market exploration, brand positioning, pack design research, informing communications, alcohol, wine)

Supporting an internal employee satisfaction program

Supporting an internal employee satisfaction program

Supporting an internal employee satisfaction program (quantitative, employee satisfaction research, employee engagement research, agricultural research)

Inheriting and improving brand health tracking, informing cross-category comprehension and the role of ad-hoc banks

Inheriting and improving brand health tracking, informing cross-category comprehension and the role of ad-hoc banks (quantitative, communications evaluation, brand health tracking research, ad-hoc research, cross-category research, toilet paper, tissue, paper towel, party supplies)

Brand health and communications tracking in the spirit and RTD categories

Brand health and communications tracking in the spirit and RTD categories (quantitative, alcohol, spirits, RTD, communications evaluation, brand health tracking research, sponsorship research)

How to launch a new self-storage brand into the Australian market, and identifying the right territory and messaging

How to launch a new self-storage brand into the Australian market, and identifying the right territory and messaging (quantitative, self-storage, market exploration, territory testing, creative testing, agile research)

Understanding the past, present and future of coffee machine segments across multiple markets and languages

Understanding the past, present and future of coffee machine segments across multiple markets and languages

Understanding the past, present and future of coffee machine segments across multiple markets and languages (appliance research, whitegoods, market exploration, quantitative, qualitative)

Creating a segmentation to inform acquisition for a private health insurer

Creating a segmentation to inform acquisition for a private health insurer

Creating a segmentation to inform acquisition for a private health insurer (qualitative, quantitative, segmentation, not-for-profit, private health insurance research)

Creating a segmentation of propensity to support ending homelessness for Launch Housing

Creating a segmentation of propensity to support ending homelessness for Launch Housing

Creating a segmentation of propensity to support ending homelessness for Launch Housing (quantitative, segmentation, not-for-profit, not-for-profit research)

Guiding development of behaviour change website, augmented reality app and content

Guiding development of behaviour change website, augmented reality app and content

Guiding development of behaviour change website, augmented reality app and content (qualitative, quantitative, not-for-profit, behaviour change research)

Understanding How to Improve the Journey to Receiving in-home Care

Understanding How to Improve the Journey to Receiving in-home Care

Our client is a major not-for-profit provided of in-home care (predominantly for those receiving aged care support). The journey to receiving care is typically fraught with emotion, time-sensitive,…

Dispelling Myths in a Parochial Market to Enhance Communications

Dispelling Myths in a Parochial Market to Enhance Communications

Our client, an FMCG manufacturer, has a brand which is powerful in its home state. The home state has a unique market dynamic, meaning ‘locally owned / produced’ brands…

Providing Guidance on Significant CapEx Decisions Through Pack / Price / Product Architecture Choice Modelling

Providing Guidance on Significant CapEx Decisions Through Pack / Price / Product Architecture Choice Modelling

Our client, an FMCG manufacturer, was considering several decisions surrounding one of the brands in their stable. This included…

Understanding Virtual Power Plants

Understanding Virtual Power Plants

Our client wanted to better understand views and attitudes toward Virtual Power Plants (VPPs) with a view to creating a new proposition A total of 20 x 45 minute in-depth Discovery interviews took place to understand experiences with solar and battery technology, including…

Testimonials

The team at Vibrant Insights are thoughtful, adaptive and considerate of our clients needs with a limited budget to deliver on the work we wanted. Joel understood the brief and the outcomes we were looking for, and ensured the survey led us to those outcomes in an independent manner that we could use in our work. All with a really positive attitude too!

Chloe Jeffers

Group Account Director, Thrive PR

Working with Joel and the team at Vibrant made this project possible; it was a tight brief and they delivered on every aspect - making relevant suggestions whilst keeping the project on time and on budget and doing a great job of debriefing to the various stakeholders at the end. I look forward to working with them again.

Marketing manager

Working with Vibrant has been a true pleasure. Joel's experience and ability to streamline the process from strategy to execution is exceptional. Communication and customer skills are some of the best out there.

Hannah Macdougall

Manager Programs and Services, Love Me Love You Foundation

I recently conducted research with Vibrant Insights. They were excellent in all facets.

Chief Marketing Officer

Having worked with Joel across numerous FMCG related positioning and design research projects, we've always found his insight, strategy and approach to be outstanding. Reliable, results driven and insightful - he's always a fantastic partner in creating tangible outcomes that push the work forward.

Steve Wren

Group Account Director, The Edison Agency

Vibrant helped us better understand how our customer's experience our sign-up processes. The quality of the insights and the responsiveness to our needs during the project was highly appreciated.

Project Manager

Home Care Provider

It's been an absolute pleasure working with Vibrant Insights on this research project for our client, who was also delighted with the fast turnaround and great insights obtained. We will certainly be using their services again for future research projects!

Brand Manager

Joel and the team really did an excellent job on our project, we could not ask for anymore, we will use them again for sure!

Andrew Rennie

Chairman, The Cheesecake Shop

Joel and his team are fantastic to collaborate with. They're insightful and always up for a discussion as to how best to approach certain business challenges.

Senior Brand Manager

Dr Oetker Queen Australia

Conducting research for several of our major clients in collaboration with Vibrant Insights has always been an absolute pleasure. They really take time to absorb our briefs and construct research that gives our clients deeply valuable data and intel which helps them make truly informed business and marketing decisions. They always conduct themselves extremely professionally and I have no hesitation in recommending their services to anyone needing to undertake a thorough, efficient and insightful research project.

Alison Rentoul

Head of Strategy, The Incubator

Joel of Vibrant Insights is extremely knowledgeable in the field of research and analytics. His verbal contributions are well-thought out and articulated succinctly. Joel is able to take qualitative findings and validate them for prioritisation using the best quantitative tools.

CX/UX Lead

Major Automotive Company

We worked on an extensive project with Joel and he was thorough, thoughtful and took time to really understand the brief and how were going to use the insights. No request was too difficult and he always followed through on agreed deadlines.

Luke Tyler

Sales and Marketing Director, Wirra Wirra

Joel and his team at vibrant insights are an excellent partner. We use them for a variety of research applications from U&As to basic concept screening. His timeliness, expertise and just overall demeanour makes him our preferred partner and I couldn’t recommend him more!

Isabella Burke

Senior Brand Manager, Dr Oetker Queen Australia

We’d love to chat.

Whether it’s a brief, a tricky business challenge you’re not sure how to tackle,

or to discuss insights more broadly, reach out today.