Driving Appetite for New Tech
Our 15-year partnership with Channel 4 has given us deep expertise in sponsorship, from building the UK’s largest sponsorship research database to navigating legislative complexities. So when Channel 4 asked us to measure Amazon Echo’s sponsorship of The Great British Bake Off, we were excited to apply our knowledge. Over two years, we tracked sponsorship performance, using a robust exposed vs. control methodology, and segmented the audience to deliver nuanced insights on how the sponsorship influenced different stages of the customer journey.
Sonder has been our trusted partner for years, delivering over 100 studies. They're responsive, flexible thinkers who deeply understand sponsorship and insight-driven marketing. Their solid fundamentals coupled with value-adding discussions continually enhance our work and partnership.
Rupinder Downie
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Curiosity
We’ve had a proud 15-year partnership with Channel 4, during which we’ve immersed ourselves in all things sponsorship. From designing the UK’s largest sponsorship research database to navigating the political and legislative complexities of the field, we’ve seen it all. So when we were asked to measure the sponsorship of one of Channel 4’s biggest shows, The Great British Bake Off, by Amazon Echo, we were excited to put our expertise to work.
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Conscience
We ran a dedicated sponsorship study over two years of Amazon Echo’s sponsorship, tracking performance at key moments during The Great British Bake Off and Bake Off: The Professionals. Using a carefully controlled exposed vs. control approach, we matched samples on key behavioural metrics like smart speaker usage and resistance, ensuring our study was precise and meaningful.
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Complexity
While our standard analysis showed sponsorship performance, it didn’t provide the full picture. We dug deeper, segmenting the results by behaviour toward smart speakers to understand how the sponsorship influenced different stages of the customer journey. This more nuanced approach allowed us to explore the effectiveness of the sponsorship across the funnel.
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Conviction
This granular analysis revealed that the sponsorship worked differently for various segments within the Bake Off audience. It drove upper-funnel metrics for those less familiar with smart speakers, while deepening engagement among existing adopters. These insights gave Amazon Echo the confidence to continue sponsoring The Great British Bake Off for an additional two years, assured of its impact across a diverse audience.
Case Studies
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