How Chello backed a client strategy with interviews across several markets

Tom, Creative Strategy Lead at Chello, had seen fast research before. “It’s either going to cost loads of money, or it’s not going to be very good.”

He had good reason to ask. Chello, a creative strategy agency, was building a strategy on a strong hunch about a client’s brand, one that stretched across several life stages, very different demographics, and markets that didn’t obviously belong together. To hold up in a room full of stakeholders, that hunch needed real customer evidence behind it.

Chello ran the research through Juno: real conversations with diverse audiences across several international markets.

“You can interview everyone you want at once and start getting results within a couple of days,” Tom said. “It’s like having 250 researchers conducting interviews simultaneously, but without the limitations of an automated questionnaire. It feels much more organic.”

That’s the part Juno is built for. Every interview listens, and follows up where an answer is worth exploring, so Chello got the reasons behind people’s views as well as the views themselves.

“The fact that you can do it at speed and know you’re going to get good quality research,” Tom said, “that was impressive.”

Chello didn’t wait for the final presentation. As responses came in, the team shared early results with their client in regular catch-ups. By the time Chello presented, the client had already watched the evidence take shape.

It was current, too. People were talking about their lives right now, while the strategy was being written, rather than in a report published years before.

Juno’s reports put participant quotes next to every finding, so a strategist can answer “why?” on the spot.

“Having that data just makes the process easier,” Tom said. “No one goes ‘I love it, but why?’ You can say ‘someone actually said this, and multiple people said the same thing’. There’s real emotion in there. That’s when it’s really interesting.”

The research didn’t write the strategy. That still took Chello’s judgment and craft. What it did was put real people behind the hunch Chello walked in with.