Red Badger | Customer Success

The Challenge

GfK had embarked on a multi-year transformation of one of its flagship insight products. The existing product was showing its age: platform fees were running at unsustainable levels, and a 60% churn rate at renewal made it clear that customers weren't getting the experience they expected from a leading market intelligence brand.

The opportunity wasn't just to refresh the experience, but to replatform, rethink the product, and migrate a real customer base onto it, all without breaking the commercial commitments already in flight.

To pull that off, GfK needed product vision, technical architecture, real customer insight and an experienced delivery
partner that could keep all four moving in lockstep.

Our approach

We started with a comprehensive planning phase, working with GfK to establish the product vision, measurement framework and target architecture before any major build commitments were made.

From there we ran a twin-track programme that became the engine of the engagement: a continuous user research stream
working ahead of the build team, validating product features with end users so engineering effort always landed
on the things customers actually needed.

As the product matured, we co-ordinated a phased customer
migration, moving cohorts of users onto the new platform on a schedule aligned to GfK's commercial
milestones.

CUSTOMER SUCCESS STORIES

A multi-year transformation with significant ROI

The Challenge

Our approach

The results

We solve complicated problems in complex places