Market Research Projects & Case Studies

As the UK National Health Service (NHS) faces unprecedented demand on secondary care, Virtual Wards have emerged as a critical innovation. Our client a leading connectivity partner needed to build a deep understanding of how to navigate a fragmented, locally driven healthcare system with national policy ambitions, and identify where partnership opportunities existed in a rapidly evolving health tech space

Background

Threadline is a collective of curious and inspired researchers elevating brands by uncovering hidden consumer narratives. Their profound research approach examines the emotional components of concepts for their clients, primarily focusing on strategic positioning and brand promises.

Threadline’s bespoke research requires critical evaluation of narrative that unearths and deciphers subtext, metaphor, and hidden content within stories, enabling them to deliver deep and accurate insights for their clients.

Challenge

Threadline’s mastery of language and research intricacies shines in their native US market – the bar is set very high. In international research, a tremendous amount of expertise is required to adhere to their rigorous standards. This extends beyond mere translation accuracy; it requires an elevated skill level that ensures that the emotional essence that underpins people’s stories across cultures is captured and preserved.

One study focusing on the concept of luxury and wellness probed how these concepts resonate across five global markets. Five interviews were conducted in each country with ultra-high net worth individuals from the Kingdom of Saudi Arabia, United Arab Emirates, Kuwait, Egypt, Qatar, India and China. This required translation of guides and stimuli as well as moderation in multiple languages and separate dialects.

Background

Following the rapid growth of its global clientbase, dscout, a remote contextual research platform that uses a mobile app to capture in-the-moment experiences and make easy-to-share insights, needed better language support. With their app available in seven languages, dscout’s studio team required not only ongoing translation of its user research guidelines and prompts but also transcription and translation of its user responses back into English for analysis.

Challenge

So, dscout began looking for more than just a language provider – it needed a language partner, and one with research expertise that could meet the unique demands of its fast-paced, often complex workflows. Because research participants use the dscout app in a remote, unmoderated manner, a high-quality and precise translation in the local language is critical to the users’ understanding of what they are supposed to be doing and how they should respond to prompts.

The dscout research team then relies on the English translation of the responses, which participants submit in video and text, to understand participants’ ideas, thoughts, and experiences. The pace and size of the content is particularly hard to predict, so a quick turnaround is essential as is, of course, translation accuracy and the ability to work in multiple file types across languages.

Challenge

As Netflix was expanding its audience in the Middle East, they encountered challenges with localizing film and series titles, descriptions, and marketing content in a way that would resonate with Arabic speakers from a linguistically diverse region.

Internal bandwidth and the need to keep the findings relevant placed pressure on Zeldis Research following their fieldwork. After conducting 10 in-depth interviews (IDIs) with key employer benefit decision-makers via Zoom, the team needed to quickly synthesize hours of complex qualitative discussion data into a market-ready report and presentation.

The traditional, manual process of transcribing, reviewing, coding, and extracting quotes threatened to extend the reporting timeline and delay the delivery of these critical insights to the broader market.

Following a Norovirus surge (and intense media coverage like Hantavirus stories), the cruise line commissioned a survey that produced hundreds of open‑ended responses. Manually coding those verbatims to separate general travel anxiety from specific gastrointestinal concerns was projected to take weeks while the booking season approached. The stakes: mass cancellations, lost revenue and eroded customer trust unless the company could rapidly understand passenger priorities and pivot messaging.

The client was building a new digital platform for Gen Alpha (ages 9–13) and needed proof of concept from that target audience. They required a qualitative approach with the depth of in-person sessions but a rapid turnaround, plus the ability for key stakeholders to observe live sessions and provide input in real time. Stakes: platform design, roadmap prioritization (particularly social/collaborative features), and faster, confident product decisions hinged on authentic Gen Alpha feedback and rapid internal socialization of findings.

A global CPG brand had a spicy snack that performed well internationally but needed to know whether U.S. consumers would accept its bold, unfamiliar flavor profiles and textures. Key unknowns included which sensory attributes drive interest vs. hesitation, how the product fits into existing snacking occasions, and what positioning changes (if any) were required before a potential U.S. launch. The stakes were high: launch, product development and marketing decisions for a high‑investment initiative depended on clear, consumer‑grounded guidance.

With only 22% of cybersecurity professionals identifying as women, Girls Who Code needed nationally representative evidence about why the gender gap persists among teens. The organization required clear, statistically defensible insights into awareness, interest, confidence, sense of belonging, the timing of peak interest, and the impact of out-of-school-time (OST) programs so it could craft targeted interventions and advocate to industry, educators, and policymakers. The stakes were high: closing the gap matters for opportunity and for the cybersecurity workforce’s innovation and national security resilience.

As Vietnam moves toward stricter Extended Producer Responsibility (EPR) requirements and a more circular economy, businesses face a critical challenge: aligning sustainability goals with actual consumer behavior. While environmental awareness is increasing, gaps remain between what consumers say they support and the actions they take in daily life.

Turkey's pet care market is undergoing significant change as consumer expectations evolve beyond basic pet ownership. Industry stakeholders need a deeper understanding of shifting spending priorities, emerging product categories, and the growing influence of pet humanization to make informed business decisions in a rapidly changing market.

Vietnam’s pet care market is evolving rapidly, but many businesses still rely on assumptions about pet ownership and purchasing behavior. As pet parenting becomes more sophisticated, brands need a clearer understanding of changing consumer expectations, spending priorities, and emerging opportunities across nutrition, wellness, and pet technology.