// CASE STUDY //

THAT CLARITY IS NOW SHAPING HOW WE EVOLVE – INFORMING OUR STORYTELLING, EXPERIENCE AND THE WAY WE GROW RELEVANCE WITH A NEW GENERATION OF CUSTOMERS.

Secondly, there was the challenge of speed versus depth. The business required meaningful insights quickly – but not at the expense of richness or rigour. Remarkably overcame this by structuring the research in agile phases, allowing for early insights to inform immediate strategic decisions, while deeper segmentation was developed in parallel.

Lastly, there was an internal mindset shift required. For some teams, this was the first time moving from anecdotal or legacy assumptions to data-driven, emotionally attuned insight. Remarkably facilitated this transition through collaborative workshops and clear visual outputs that made the data accessible, engaging and actionable.

The result was not just insight, but organisational buy-in – teams felt ownership over the process and confidence in the outcomes.

The result:

The research initiative proved highly successful, delivering a rich volume of insight in a remarkably short timeframe. Within just over a week, HANRO received over 1,000 responses from customers across both digital and in-store channels – clearly signalling trust in the brand and enthusiasm to participate.

The findings offered clarity across several key strategic areas:

• A validated understanding of HANRO’ s customer base, moving beyond assumptions to an evidence-led picture grounded in behaviour and sentiment

• Insight into shopping behaviours and decision drivers, which helped shape more refined customer personas

• Greater visibility into perceived brand strengths and pain points, informing future improvements across product, service and communication

• Opportunities to enhance the customer experience, from brand storytelling and digital usability to promotional strategy and product positioning

Crucially, the insights have become a unifying tool internally. The customer profiles developed through the research are now informing planning across marketing, CRM, merchandising and retail experience – ensuring consistency in how the brand speaks to, serves and grows its audience.

The research also sparked a shift in strategy: HANRO is now in the process of developing a new marketing strategy aimed at attracting and acquiring a younger customer segment, using the insight to shape everything from messaging to media and product development.

This project began as an internal diagnostic but in practice, it has catalysed a broader transformation: one that is aligning the business around a shared, actionable understanding of its most important asset – its customer.

Rich Pemberton, CEO at Remarkably, said:“ What truly sets brands built for future success apart isn’ t being seen everywhere, it’ s resonating on a deeper level – a level that’ s genuinely memorable and meaningful. With Remarkably Better, we’ ve pioneered a brand intelligence platform powered by neuroscience, behavioural science and AI – an industry first – that enables organisations to understand and build lasting impact far beyond customer satisfaction. In today’ s world, where scepticism surrounds purpose and sustainability claims, it’ s not enough to meet expectations; burgeoning SMEs and larger businesses must establish authentic, connections that inspire loyalty and longterm growth.” �

16 Intelligent SME. tech