Meet Our New Member, Blue Yonder Research

We spoke with Kate Binner of Blue Yonder about their decision to join ESN and the innovative tools they use to capture real-time consumer reactions.

Presenting their innovations: the Blue Yonder Team at their booth at the EuroSense conference in Dublin 2024

 

Why did Blue Yonder become a member of the European Sensory Network (ESN)?

We became interested in the ESN after observing its activities at various conferences. One of our clients, Reckitt, who is already a member, introduced us to the network. Upon closer examination of ESN’s objectives and comparing them with our own, it became clear that joining ESN would be a strong fit for Blue Yonder.

Could you describe what Blue Yonder does?

Blue Yonder specialises in R&D and innovation research. We offer consumer sensory facilities, supported by expert teams and methodologies designed to ignite, develop, and deliver our clients' innovations to market.

Our role is to help clients gain a competitive edge. We pride ourselves on being a modern agency with a start-up mentality—embracing challenges and continually innovating. In fact, we reinvest 10% of our annual profits into innovation, which is an integral part of our company DNA.

Could you give an example of an innovation you're currently working on or have developed?

Here are two recent innovations: Clickscape® and AlertYa™. Both capture what we call “uninterrupted moments of truth”. Clickscape® is a wearable button that allows consumers to record their real-time reactions. For example, if a consumer is wearing a fine fragrance, they can press the button once when they smell the scent and like it, and twice if they dislike it.

This immediate feedback delivers beyond traditional methods such as post-experience surveys, which may miss these crucial moments by relying on memory rather than being able to capture thoughts and feelings in the moments they happen.

Close to the consumer: a patented clicker helps to gather data in real time.


We’ve used Clickscape® to help fragrance companies understand performance issues—including fragrance frequency and longevity over the course of a day. The power of Clickscape® lies in its simplicity, making it easy to capture in the moment data across many different categories.

The idea for Clickscape® came from a conference, when a client expressed a desire for consumers to communicate their preferences in real-time, without relying on surveys. Two years later, we patented the button.

We’ve also applied Clickscape® in research on symptom tracking, where patients clicked throughout the day when they experienced symptoms of Fibromyalgia. This study demonstrated significant benefits of using the technology to aid patient memory and facilitate better communication with healthcare providers. The device has a wide range of applications.

Friendly reminder: an app keeps the consumer engaged.

 

AlertYa™, our second innovation, is a customisable app that delivers surveys at precisely timed intervals. For instance, if a consumer applies a face cream or deodorant in the morning, they can input the time of application, and the app will remind them to complete surveys at designated intervals—say, three or six hours later.

This ensures that feedback is provided at critical moments, resulting in higher-quality data. Additionally, because consumers find the app more engaging, there is less survey dropout, yielding better insights for our clients.

ESN has several ongoing research projects. Are there any you’re particularly interested in?

We are particularly interested in the Machine Learning and Repeat Purchase Project, but I'm excited to learn about all the new projects at the upcoming ESN meeting in Hamburg. I’m confident Blue Yonder can contribute meaningfully to each of them.

What do you enjoy doing when you’re not in the office or at work?

Running is my passion, I have participated in numerous marathons and half marathons. I love early morning runs before work, enjoying the fresh air, fields, and wildlife - a sensory experience that energises me for the day ahead.

Kate, thank you for the interview. See you in Hamburg!

 

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Links to the innovations mentioned in the interview:

Clickscape®: https://blueyonder.agency/real-tech-for-real-people-clickscape-explained/

Clickscape® symptom tracking case study: Patient Symptom Tracking with Clickscape®

AlertYa™: https://blueyonder.agency/innovation-in-insight/

 

 

 

Photo of the booth by: Fabienne Hübener 2024

Photos of the clicker and the watch: Blue Yonder