Maja

Situation

Coop – one of Denmark’s largest retailers – has already positioned itself as a significant and ambitious player in terms of CSR (Corporate Social Responsibility). However, Coop has an ambition to push both consumers and the industry in an even more sustainable direction, and wanted to update the CSR-strategy from 2020 in order to have a strong strategic framework that is visionary, can be anchored and executed internally as well as externally, and that is easy to communicate.

Approach

Maple helped Coop to gain insights into both customers’, employees’ and business partners’ perception of Coop as well as of themes related to responsibility and climate. On the basis of the insights we assisted Coop’s CSR-team in the strategy process, which included devloping a strategic framework, defining key focus areas as well as regular involvement of key senior stakeholders in Coop.

Result

The project resulted in a framework for Coops CSR-strategy, including strategic focus areas, key issues to address together with specific goals and main activities. The governing principles of the framework ensure that the strategy builds on insights from the various stakeholder groups, is simple in structure, has both short- and long-term goals, answers to the SDGs and is easy to communicate internally and externally.

”Maple has helped Coop develop a new CSR-strategy. Based on in-depth research Maple provided an analysis and a range of insights, and helped us translate it into a framework for a new and ambitious CSR-strategy. Maple’s analysis and range of insights have been very interesting and valuable for us and have given us a much better understanding of our customers and other stakeholders. Maple has been very professional and proactive throughout the process, and we have very much enjoyed working with them.”

Louisa Raith, CSR project manager, Coop

Situation

Copenhagen Malmö Port (CMP) is one of the largest port operators in Scandinavia, handling more than 4.500 ships each year. With a rising number of cruise ships coming to Copenhagen, CMP has an increased awareness of dealing with the growth in a sustainable way. For this reason, CMP wanted insights into three key areas: 1) the harbor neighbors’ perspective on cruise ships, 2) traffic regulation at the harbor and 3) cruise ship passengers’ experiences with handling luggage.

Approach

Maple made separate studies for each of the three key areas above. The first study included in-depth interviews with harbor neighbors and explored their perception of cruise ship tourism. The second study took place at Langelinie in Copenhagen and consisted of quantitative registration of cruise ship related traffic. The third study was set in New York City and was based on in-situ interviews with cruise passengers and their needs related to luggage handling.

Result

The three studies gave insights into how CMP can further develop cruise ship tourism by 1) working more closely with the harbor neighbors, 2) handling the harbor traffic in a more efficient way and 3) creating a new luggage handling services that meet the needs of cruise ship passengers.

“It is very valuable that Maple always quickly understand the situations, we introduce, formulate the problem and approach it spot on according to our needs, and that they during the whole process are clear and create confidence. It is a pleasure to work with Maple.”

Fredrik Bladh, strategy & business development manager Copenhagen Malmö Port

Situation

Food trends change and topics such as animal welfare, sustainability and less meat consumption are increasingly on the agenda – especially for the younger generations. In order to continuously be up-to-date and create relevant products and communication, the Danish food company Tulip wanted deeper insights into young people without children, their perception of food and of meat in particular, and their grocery shopping habits as well as cooking skills and routines.

Approach

Through in-depth interviews, digital ethnography, visual exercises and observations of grocery shopping and everyday cooking with 45 young people Maple gained insights into their values and aspirations, routines and habits – as well as their perceptions of the Tulip brand and products.

Result

The study gave Tulip new perspectives on how young people cook, eat, dream and decide – when it comes to food purchase, preparation and consumption – and Maple provided Tulip with recommendations on how to reach young people with relevant inspiration as well as products that meet their needs and aspirations.

“It has been a great pleasure working with Maple. They proactively seek to understand our business and needs, their consumer insights have brought us new knowledge – and some surprises – and their recommendations are clear, visual and easy to implement. So all in all Maple’s results have been of great value for Danish Crown Foods.”

Thomas Grøndahl, Customer Insight Manager, Danish Crown Foods

Situation

The Museum of Danish Resistance, which is a part of The National Museum, has been rebuilt after a fire in 2013 and reopens to the public in 2020. To ensure the best possible guest experience at the museum the National Museum wanted to test flow, wayfinding and communication with potential guests before making the final adjustments to the new museum.

Approach

In December 2019 Maple tested the Museum of Danish Resistance with both national and international guests. Through focus group interviews, individual interviews, test of communication material, observations and “walk-and-talks” at the museum, we gained insights into potential guests’ knowledge of and expectations to the Museum of Danish Resistance, their navigation through the building and their overall experience.

Result

The test gave the National Museum new knowledge about how guests perceive and experience the Museum of Danish Resistance – including what really catches their attention and incite their curiosity – and why. Knowledge, which led to recommendations on how to further develop and complete the exhibition, as well as the communication at and around the museum.

Situation

In 2012 The Mary Foundation launched BookFun (LæseLeg) – a program which combines reading and activities. BookFun has been developed in collaboration with experts in children’s development and language – and today there are around 2400 BookFun-users. In order to further develop BookFun and increase its relevance and use, The Mary Foundation wanted to understand and evaluate the current use of BookFun in nurseries and kindergartens across Denmark.

Approach

Maple has conducted an online survey amongst 2.400 BookFun users and 43 interviews with daycare professionals, heads of daycare institutions as well as language, speech and hearing consultants. Through in-depth interviews, visual exercises, observations and destination interviews in more than 30 nurseries and kindergartens, we gained insights into the daily routines, ambitions, needs and challenges as well as motivations and barriers for using BookFun.

Result

The evaluation of BookFun has resulted in new knowledge about how the material is used and the value it brings. We have provided The Mary Foundation with recommendations on how to further develop BookFun and the communication around it – such as website, social media and introduction material – in order to make the material as relevant, useful and meaningful as possible.

Read more about the study at Læseleg’s homepage: https://laeseleg.dk/nyheder/evaluering-af-laeseleg-peger-paa-stort-udviklingspotentiale/

Situation

Danish Crown has already implemented several climate friendly initiatives and has planned more to come. As a basis for the development of a climate communication strategy, Danish Crown wanted deep insights into how consumers understand climate topics and what kind of information and initiatives they find relevant.

Approach

Through focus group interviews Maple gained knowledge about how consumers understand climate and sustainability, what they do to prevent climate changes themselves, what they expect from companies and which elements are the most important. The consumers also gave their opinion on specific campaigns and initiatives made by Danish Crown.

Result

Maple provided Danish Crown with recommendations on how to further develop and sharpen their communication about climate initiatives, which information to emphasize and how to prioritize specific campaigns to increase their relevance for the consumers.

“Vi er meget tilfredse. I har nuanceret, sammenfattet og lavet konklusioner på en måde, så vi med det samme kan bruge resultaterne, og det er ikke alle som formår det med kvalitativ research”

Jacob Ærenlund, Business Development Director, Danish Crown

Situation

HOFOR is a utility company that supplies more than 1.1 million customers in the Copenhagen metropolitan area with water, district heating and gas etc. HOFOR has developed a digital tool that allows customers to monitor and optimize their energy consumption. HOFOR wanted deeper insights into the customers’ perception and actual use of the tool in order to further develop it and increase its relevance.

Approach

Maple made an explorative study that included 32 customers. Through in-depth interviews, observations and visual exercises we gained insights into the customers’ everyday lives, their needs and challenges in general, how they worked with heat monitoring and their experience and usage of the digital tool in particular.

Result

Based on the study Maple helped HOFOR prioritize focus areas in the customer relation and the further development of the digital tool. We gave recommendations of specific improvements of the tool as well as which key messages and value propositions to focus on.

“Maple provided a professional and in-depth analysis of users of energy management systems. The output has been a range of insights regarding the users, their routines, targets and motivations, and specific recommendations that we have taken further for implementation. Among these; a new method of segmenting the users and knowledge about their self-image and role. These two insights especially are now cornerstones in our work with developing new value adding services and solutions for this group”

Frederik Esbensen Lynge, Customer Solutions, HOFOR