Identifying Membership schemes that resonate

The Insight Challenge

Ford needed to know what would make a digital membership proposition land - across five very different international markets. Working with digital agency AKQA, we delivered the data and insight needed to help them find the answer.

The project we crafted

A robust, multi-country study in rapid turnaround times to provide insight and data to inform proposition fir and guide development for an International EV membership concept.

  • A bespoke set of OKR Evaluation criteria on which to assess each iteration of 4 different membership propositions

  • Online International survey with Ford car drivers spanning five International markets (US, UK, DE, AR, TH)

  • A monadic test approach provided clear and robust data to identify which propositions performed best and the likely response of audiences if they were to go to market

  • Tech-enhanced diagnostics delivered rich and specific qualitative feedback on which AKQA/Ford could act

Outcomes

Research informed the route to market for the membership scheme, which has now launched by Ford.

“Waveform’s service was second to none. Their attention to detail, expertise and professionalism was like no other.”

Strategic Lead, AKQA