“The test of the value of something is whether you would do it again. And absolutely I would work on another KTP project, without a shadow of a doubt.”

Albert Hamilton, Chief Executive, Card Group

Chief Executive Albert Hamilton established Card Group, a Belfast-based market research company, that this year is celebrating 20 years in business. Albert always wanted Card Group to be a creative company, able to offer clients new ideas and solutions.  A timely email in 2017 from the Queen’s KTP Office, made him think this was worth looking into and he met with Lorraine Marks, Head of KTP and Business Networks at Queen's, to explore how a KTP might work for his business.

“I knew I wanted something innovative and to be able to give customers new insights - and that we couldn’t do that by using the same systems traditionally used by market research companies and asking the same questions that have always been asked,” Albert explains.

“To begin with it was hard to define the project I had in mind.  An initial discussion with a Queen’s academic geographer from the School of Natural and Built Environment around ‘catchment areas’ made me realise that wasn’t quite the approach I needed. Not to be deterred, Lorraine then put me in touch with Dr Lisa McFetridge from the School of Maths and Physics whose work involved statistics. That meeting was just fantastic! Lisa just seemed to already know how she could help me develop what I wanted.  She completely got it. So much of a KTP project success is down to the academic partner you are put in touch with – and that is where the skill of the KTP Office comes in by making the right introduction for you.”

As an SME Albert says that employing an Associate through KTP for three years is a big investment, even if it is part-funded, but that help is available throughout the recruitment process from the academic partner and the KTP Office. “Our Associate Aedan turned out to be exactly the person we needed.”

The Card KTP project was extended a little because of the Covid pandemic, which also meant that the project had to morph to slightly change aim. The project was initially to have looked at catchment identification for customers with a physical retail premises but had to adapt to focus on customers’ online buying trends instead. 

“Lisa our Academic Lead helped to refine the project direction while still being able to use the same statistical methodology.  The tools and models, like Discrete Choice Modelling and Latent Class Modelling, were still relevant, but just had to be used in a different way. That level of expertise that the Academic brought to Card Group just didn’t exist before in my business. We successfully pivoted and used the ideas to develop a completely new and innovative product for my sector”.

The new product developed out of Associate Aedan’s work in partnership with the Academic at Queen’s using statistical methodology is a creative new model for carrying out market research that is now helping Card Group to provide their customers with a more comprehensive understanding of the consumer, to a level of detail that hasn’t been done before. Albert confirms,

“Our new system is scientifically backed and we know it can deliver and works. The questions asked now are not only rational questions, as is usual in market research, but our new model allows us to ask questions that can get underneath the rational responses and behaviours to give additional sub-conscious responses, that can be understood and prioritised. 

At the end of the project, in March 2022, the Associate Aedan was offered a permanent position at Card, and although he chose to take up another exciting opportunity, he has kept up a relationship with Card to ensure that the new theoretical models are firmly embedded in Card’s work with their customers.  Card Group also remains in regular contact with Dr Lisa McFetridge: the company is hosting two Masters’ student placements and is about to host a Doctoral student, all of whom are under Lisa’s supervision.

Commenting on the KTP experience and what advice he might offer to other businesses considering the programme, Albert says:

“Without any shadow of a doubt, we would not have the new market research system that we now use without being involved in the KTP project. It exists as the result of our partnership with Queen’s. Lisa supported the Associate in his work, sharing her expertise, and Aedan embedded the specialist modelling knowledge in our systems.  Our new product allows us to make ourselves distinct from other market research companies. We can now bring something brand-new and individual to clients. It is definitely helping us to grow our customer base.

“The test of the value of something is whether you would do it again. And absolutely I would work on another KTP project, without a shadow of a doubt. When I know I have a project and know I can afford it, I’ll be on the phone again to Lorraine.

“Would I recommend KTP to other businesses?  Yes: it is a connection or relationship that does something jointly that either organisation could not do alone.  The new product develops out of the partnership.  

“While I can’t give specific advice to any business considering a KTP, without knowing their situation, I can only share my own experience of it. I would though suggest that a company’s leaders reflect on three questions if they have a project idea in mind:

1. Is this a good idea?
2. Is this a good idea for you?
3. Is this a good idea for you, now?

If the answer to all three is yes, then jump in with both feet!” Albert recommends.

 

KTPs are funded by UKRI through Innovate UK with the support of co-funders, including the Scottish Funding Council, Welsh Government, Invest Northern Ireland, Defra and BEIS. Innovate UK manages the KTP programme and facilitates its delivery through a range of partners including Innovate UK Business Connect, Knowledge Bases and Businesses. Each partner plays a specific role in the support and delivery of the programme.

If you have an innovative idea for your business and would like to discuss whether a KTP could help take it forward, please contact us at ktp@qub.ac.uk

Media

For more information about this partnership, please contact aoife.lynch@qub.ac.uk