THE PROBLEM
How to prove the value of insight to a product led business?
Client
MOZILLA
Project Type
STRATEGIC RESEARCH
Location
Europe, North America
References
MOZILLA ARE IN TROUBLE.
Their revenue engine Firefox is in continual decline and having been the David to the Goliath of Google and Edge they’ve been squeezed in the middle as upstart Duck Duck Go stomp on their positioning as the safe place to be on the internet.
But this is a globally disparate workforce with 30 years of product-first mentality to shake out.
This wasn’t about doing research differently but getting a whole organisation to think differently about the value of consumer insight.
OUR SOLUTION
Extended Workbench
Whilst we were initially commissioned to bring ethnographic depth to a characterless segmentation, we’ve now worked for over 2 years with the organisation telling meaningful and commercially oriented consumer stories providing the organisation with growth opportunities across product, market and audience development.
The marketing team within Mozilla refer to us as their ‘extended workbench’, an extension of their team that ensures everything they do is driven by insight. In this time, we’ve convinced them so much of the value of insight, the board agreed a significant increase onto research budget for the next financial year and employed their first full-time insight manager for the global marketing team.
OUTPUTS
We’re now Mozilla’s strategic partner to help them become David to Goliaths
Three markets and over three thousand people helped us realise that whilst people don’t care about their browser, they do care deeply about their privacy.
Almost everyone is freaked out by how much Facebook, Google and Amazon know about you, and how they misuse your data.
We worked at pace to deliver a deep dive into their segmentation, which helped galvanise Mozilla to fight a different kind of fight - one which actively helps consumers feel better by tackling some of the worst, most unpleasant aspects of internet browsing.
THE RESULTS
Our findings allowed Mozilla to launch a new communications strategy and increase its click through rate by 173%.sic
“The Mix has really been a great strategic partner along this journey, they’ve challenged the way we have traditionally done things and have helped us to see the big opportunities that are out there”
Robin Karakash
European Marketing Director, Mozilla
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