Case study the Mary Foundation

Case study The Mary Foundation


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.


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.


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.

Case study danish crown.

Case Study Danish Crown


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.


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.


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

Hofor buildings with logo

Case Study HOFOR


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.


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.


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



Nordisk Film is a leading Nordic entertainment company with a variety of activities such as film production and distribution, cinema operation, film streaming platforms, games for PlayStation. Nordisk Film wanted deep insight into Generation Z’s lives, aspirations, as well as motivations and barriers for choosing different kinds of entertainment.


Maple made an explorative study that included a total of 93 Generation Z-ers (15-20 years old). The study included in-depth interviews, observations, purchasing exercises, digital ethnography and trips to the cinema and concerts.


The  study resulted in insights into what entertainment means to Generation Z, and how, why and when they consume different types of entertainment. We provided a new framework for working with entertainment targeted to Generation Z, inspiration for communication and further product development – in order to make Nordisk Film even more relevant to Generation Z.

“Maple has helped Nordisk Film get close to Generation Z in order to understand their consumption of entertainment. They have been very professional throughout the process, and have been extremely good at understanding our challenges and how they could compile a deliverable that would provide the most value for us. Therefore, the result of this analysis has also been spot on and they have even gone a step further and have not only delivered insights, but also actionable recommendations for what to do from here. This is unique. Thanks to Maple we now have the best conditions for offering products and campaigns to Generation Z.”

Charlotte Roesgaard, Head of Nordic Consumer Insight, Nordisk Film

Case Study matas



Matas – the leading Danish beauty and wellness retail chain – wanted to formulate a strong purpose, as Matas experienced increased competition and wanted a more up-to-date position in the market. The ambition was to create a purpose that would give strategic direction and resonate both internally and externally among customers, suppliers and influencers.


Maple gained insight into Matas’ self-perception through workshops and interviews with employees – from shop floor to senior management – and we carried out in-depth interviews with customers, suppliers and leading influencers within beauty, health and wellbeing. Based on the insights from the fieldwork, as well as workshops with key stakeholders, we formulated a new purpose and strategic focus areas for Matas.


The project resulted in the purpose ‘Skønhed er en følelse’ (beauty is a feeling) as well as focus areas for the further development of Matas. In the Autumn 2018 the purpose was launched in a nationwide campaign ‘Skønnere sammen’ (beautiful together) centered around the key message that beauty is a feeling, which has been followed by ambitious changes in Matas’ communication, including Matas CSR platform.

The dynamics in the retail sector are constantly changing – and both the global and local competition intensify day by day. This requires both a strong strategic foundation for your business and constant agility.  Working with Maple as a strategic partner has been a true gift to Matas’ strategic journey. The development of a strong purpose that resonates with customers, employees and investors has helped Matas to prepare itself for a new generation of retailers and e-tailers, technology driven opportunities and not least the ongoing radical mindset shift, particularly among young global costumers.”

Elisabeth Toftmann Klintholm, Head of Investor Relations and Strategy, Matas A/S

NovoZymes case

CASE STUDY Novozymes


Novozymes is the world leader in biological solutions. The division Novozymes Household Care produces enzymes for manufactures of laundry detergent and wanted deep insight into families in the UK and Brazil, their lives, needs and challenges when it comes to laundry and stain removal.


Maple made an explorative study that included a total of 200 UK and Brazilian families. Through interviews, observations, drawing exercises, digital ethnography and product tests, we gained insights into the emotional, social and practical aspects of laundry and stain removal, as well as more general needs, pains and aspirations.


The explorative study gave Novozymes new perspectives on how families deal with laundry and stain removal, inspiration for communication with Novozymes Household Care’s clients as well as further product development.

“We engaged Maple to get a fresh perspective on the consumer value of our core value proposition. The team worked diligently to understand how our internal perspective on the value of our technology matched with the “real world”. Their ethnographic approach generated valuable insights into what consumers feel about doing laundry and the importance of clean clothes. Short videos with consumer quotes along with actionable go-to-market recommendations gave us a solid basis for both internal strategy discussions and customer dialogues. We have very much enjoyed working with Maple. It is a team that goes the extra mile and exhibits a contagious curiosity.”

Marie Skjold-Jørgensen, Senior Business Development Manager, Novozymes

CASE STUDY Egmont Fonden


De første 1.000 dage er afgørende for et lille barns liv, trivsel og udvikling. Hvis man inden for de første 1.000 dage får støttet og hjulpet især udsatte og sårbare familier, kan det betyde en markant forskel i resten af opvæksten. En række organisationer og kommuner har udviklet indsatser, som er målrettet forældre, der vurderes at have et støttebehov i livet som småbørnsfamilie. Men erfaringer viser, at en del af forældrene er svære at nå og kun sjældent eller aldrig tager imod støtten. Derudover er der en del familier, der har et støttebehov, men som kan være svære at opspore, og som derfor slet ikke bliver tilbudt støtte.


Maple har lavet feltarbejde blandt 30 familier – både gravide og familier med børn fra 0-3 år – og 20 fagprofessionelle inden for småbørnsområdet. Gennem interviews, observationer, tegneøvelser og digital etnografi har vi fået indblik i deres hverdag, familieliv, rutiner, behov og udfordringer, og særligt hvad de oplever som udfordringer og motivation ift. at blive tilbudt og at tage imod støtte.


Undersøgelsen er resulteret i tre hovedindsigter med særligt fokus på at vise familiernes perspektiv. Helt overordnet set viser undersøgelsen, at det ikke er indholdet i tilbud og støttemuligheder til familierne, der udgør en barriere for at støtten når familierne. Derimod handler de væsentlige barrierer dels om, hvordan sårbarhed opfattes – både i systemets strukturer, blandt fagpersoner og hos familierne selv – og dels om kommunikationen omkring støtte. Indsigterne er tilgængelige via forskellige filmformater og i en kort rapport, der også beskriver undersøgelsens formål og metode nærmere ((se herunder).

Indsigterne er blandt andet blevet præsenteret for Kvalitetsforum for Dagtilbud, der ledes af Børne- og Socialminister Mai Mercado samt ved en workshop om udsatte familiers støttebehov, hvor omkring 100 fagpersoner indenfor småbørnsområdet deltog.

”Den nye undersøgelse fra Maple bidrager med vigtig viden om sårbare familiers behov og om, hvordan de oplever støtte. Hos Egmont Fonden håber vi, at den nye viden kan bidrage til at forbedre hjælpen til sårbare familier. Vi har tilsluttet os Småbørnsløftets mål om, at de første 1.000 dage af et barns liv skal være præget af tryghed og stimulering. Derfor er det vigtigt at sætte ind med en støtte, som imødekommer familiernes behov allerede fra graviditeten og i den allerførste tid af det lille barns liv.”

Henriette Christiansen, direktør i Egmont Fondens Støtte- og bevillingsadministration


Det er i sig selv en sårbar situation at blive forældre, men for nogle familier viser skiftet sig at være særligt svært. Sårbarhed skal anskues som noget periodisk, ikke en permanent tilstand. Familier i sårbare situationer er ofte vanskelige at kategorisere, og både familier og fagpersoner oplever at skulle vente på, at situationen bliver alvorlig nok – derfor kan det være en udfordring at tilbyde/modtage den rette støtte til rette tid.


Forestillinger om familieliv og egen formåen stemmer ikke altid overens med virkeligheden og kan ende i større eller mindre kriser. For forældrene kan det være svært at erkende behovet for støtte og at tage imod – på grund af et stærkt ønske om at føle sig normal og som gode forældre. På den måde er støtte af mange forældre omgærdet af tabu, og de giver f.eks. udtryk for ikke at kunne genkende sig i tilbuddene eller at andre familier har mere brug for støtten end dem.


Den gode relation mellem familier og fagpersoner er altafgørende for, at støtte kan blive vellykket. Relationen er skrøbelig og udfordres især, når familierne oplever skjulte agendaer, overvågning og formynderi. Mistillid gør, at forældrene frygter for konsekvenserne ved at åbne op for fagpersoner – og den ultimative frygt er at få fjernet barnet. På den måde udgør frygten for konsekvenser en barriere for ærlighed om familiens situation – og dermed også en barriere for støtte.

”Når jeg ser på hvad det er, der særligt overrasker mig, så er det jo det her forhold, at man som jordemoder måske ikke går fri af at blive betragtet som en myndighedsperson. Altså at der kan være en angst for, at det man deler med sin jordemoder eller sin sundhedsplejerske, er noget, der på et eller andet tidspunkt kan blive brugt imod én. Og det synes jeg er utrolig vigtigt, at vi får arbejdet med. Hvordan fastholder vi den tillid som vi stor stil nyder, også når folk tilhører en sårbar gruppe?”

Lillian Bondo, formand for Jordemoderforeningen.


Familierne har tegnet situationen, hvor de blev tilbudt støtte eller oplevede et behov for støtte. Her forklarer Maja, en mor, om sin tegning:

 ”Jeg synes egentlig, at den der ildebrand, den startede nærmest, fra da han kom. Det blev slået i stykker, hele den illusion om det hyggelige, som vi havde talt om. Jeg var helt ensom. Jeg troede, at jeg kunne ændre det. At jeg kunne gøre et eller andet, så jeg kunne slukke for det der, vi ikke kunne kontrollere. (Maja kommer i refluks-gruppe) Jeg kan huske, at der var en, der sagde, at hun havde stået ude på altanen og haft lyst til at springe ud. Hun var alene med sit barn. Og hun havde lyst til at springe ud fra altanen. Det tænker jeg stadig på, at det var så vildt, at hun sagde det højt, i den gruppe der. For mig var det en lettelse.”

Foto fra interview

Sara og hendes mand har gennem mange år forsøgt at få børn via adoption og fertilitetsbehandling. Det er lykkedes at få en datter, som ved tidspunktet for vores besøg var 5 måneder. Til billedet som hænger i datterens værelse siger Sara: ”Jeg synes det er lidt tacky, men samtidig beskriver det den måde, jeg følte, da jeg blev gravid.”

Ønsket om at få barn har været så stort, at Sara nu forsøger at bearbejde frygten for at miste sin datter. Det har været vanskeligt at finde den rette støtte, og Sara har for eksempel oplevet ikke at passe ind i en gruppe for mødre med efterfødselsreaktion.



DOT is a collaboration of the Danish public transportation companies DSB, Movia and Metroselskabet focusing on Copenhagen and Zealand. DOT has a constant focus on improving the customer experience and is currently working to strengthen the dialogue with customers. Therefore DOT wanted to gain deep insights into the customers’ needs for information and communication with DOT and how to improve it.


Maple used a variety of methods to gain customer insights. We carried out in-depth interviews, focus group interviews, observations and destination interviews on selected stations. We joined customers on their journey with public transport, and to quantify the results we did an online survey with more than 1000 respondents.


The study gave DOT insights into the customer journey as well as their information needs along the way. We provided DOT with recommendations on how to prioritize and develop information channels and content in line with the customers’ needs and expectations.

Anna Selfort Hartz

Anna Selfort Hartz

Junior Consultant


Experienced researcher and analyst with a passion for service design. Has developed qualitative user insights and customer journeys in the fields of banking, pension and insurance as a co-developer of the newly established Customer Experience department at Alm. Brand. Anna holds a BSc in Anthropology and has studied political anthropology and crisis in international affairs at University van Amsterdam. Is currently pursuing a MSc in Anthropology at the University of Copenhagen.


T: +45 24620161

Christine Wedell-Neergaard

Christine Wedell-Neergaard



Skilled researcher and project manager with an analytical and strategic mindset. Has helped clients working with education, transportation, food and utility. She has studied at the department of Social and Cultural Anthropology at the University of Vienna and has conducted research studies in Sweden, Denmark, Spain and Austria. Christine holds a BA in European Ethnography and an MA in Applied Cultural Analysis from University of Copenhagen.


T: +45 20 33 24 23