Case Study
Shaping the future of youth in Singapore
*SCAPE took Isentia’s recommendations onboard and launched various initiatives following their research.
Muslim women fashion is booming in Malaysia.
As a result, some Muslimah (Muslim women) are adopting branded prayer robes, or telekung, as part of their lifestyle.
We connect critical data capture and analysis with deep investigation and valuable insights to help shape your big-picture thinking, inform astute business decisions and enrich your client conversations. We've evolved into something better, to help our clients do more with data.
While the trend for lifestyle telekung has spurred the creation of various premium telekung brands, it has also led to counterfeit brands entering the market.
Premium telekung brand, Telekung Siti Khadijah (TSK), engaged Isentia to help them better understand their audience, stand out from counterfeit products, communicate their brand value and differentiate themselves from competition from both established and counterfeit players.
We designed an integrated research approach that included social media analysis and market research in order to help TSK create a series of programmes to promote brand loyalty and mitigate any desire for knock-offs.
It was important for both TSK and Isentia to understand current consumer attitudes and purchasing behaviour towards genuine and fake prayer robes. The analysis had to give TSK confidence in the resulting recommendations and the communication strategy.
To this end, we split the research project into three phases, employing an integrated methodology. Each phase of the project would combine technology (media monitoring and social listening platforms to collect content) and human insight.
Phase 1: ‘What’s existing’Insights mining from media coverage
Phase 2: ‘’What’s being vocalised’ Social media analytics and qualitative deep dive
Phase 3: ‘What’s on their mind’Market research including surveys across urban and rural areas
With a combination of these three phases, we uncovered in-depth insights on telekung industry movements, triggers and barriers to counterfeit products and future communications for TSK.
Connecting TSK to the values identified in the research and the motivations that inform the premium purchase against all others.
The research showed that there was a need to create sustained marketing programmes that focused on building brand loyalty, and the cultural value associated with the choice of the TSK brand. This brand connection would encourage a desire to not purchase counterfeit products and to understand the heritage and cultural contribution of the company.
*SCAPE took Isentia’s recommendations onboard and launched various initiatives following their research.
The APC needed to gauge the impact of its media activities on the volume and tone of discussion of the Australian Paralympian team
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