We are single-minded about the need to get business to truly listen to customers.

We believe that marketing people should come out from behind the mirror and talk to customers regularly, face to face. We have seen for ourselves the difference it makes. And so have our clients.

Here you can read more about our views and, more importantly, the experience of our customers.

CARBON REDUCTION

OPTIMISM VS TRAINING

Local builders and trades people optimistic about business opportunities of carbon reduction programme but need for training remains high

  • Only two in ten confident they have the right knowledge and skills
  • Very few would seek training from trade suppliers

A majority (72%) of local builders and trades people are aware of the UK’s Climate Change Act, although only 12 per cent know that the 2050 target for reduced carbon emissions is 80 per cent. 

Recent research by customer insight specialist 100%Cotton found that local trades people are broadly optimistic about the business opportunities of carbon reduction measures. Around half of all respondents (53%) have heard of the Green Deal, and of them, nine out of ten expect to get more work as a result of the programme, and 30 per cent expect to get a lot of work.

However, only two in ten trades people are confident they have the knowledge and skills, and access to products, materials, tools and equipmentthey need to retrofit homes with energy efficient technology.

Professional trade associations and industry bodies are theirfirst choice for training in carbon reduction techniques (33%); second choice is the government (18%). One in ten respondents would prefer to go online/YouTube for training, with a mere six per cent seeking training from trade suppliers.

Jonathan Salisbury, managing director of 100%Cotton, comments: “The 40 year programme to retrofit UK homes with energy efficient technologies is a huge business opportunity for the nation’s local trades people. So it is encouraging that more than half have already heard about the forthcoming Green Deal."

 “However, this research suggests that trades people are not sure if they have the skills and knowledge, or access to materials and equipment they need for installing energy efficiency improvements. Surprisingly few (6%) would seek training from their trade suppliers, despite significant investment by the construction supply chain in resources such as websites, helplines and online guidesin sustainable building techniques. Clearly, here is a real opportunity for the supply chain to get closer to its customers and help them acquire the knowledge and skills they need to take advantage of the move towards low carbon living.”

The research was carried out for 100%Cotton in June 2011.

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We worked in partnership with Annabel Karmel and a major global entertainment brand to develop a new family of healthy-eating products for toddlers which made their Mums even happier than the nappy-wearing consumers.
“100%Cotton have been extremely refreshing to work with. They are proactive in their approach and deliver real clarity in their results. In short, they add value.” Roger McLaughlan, Asda Living Managing Director
"100%cotton have played a major part in our securing new contracts worth over £10m in the last year. Their consumer insight has helped us achieve partnership status with two major supermarkets." Steven Phelps, Former Sales & Marketing Director, Gala Coffee Ltd
"Having worked with 100%Cottton across a variety of consumer research projects, what sets them from the norm is a passion and desire to transform insights into a deliverable, tangible conclusion".   Dave Clack, Zetar plc Business Development Director and Kinnerton Confectionery Sales Director
“100% Cotton are a breath of fresh air, they offer a client-focused approach  centred on getting really good research and then get that research understood and applied in the (client) business; they don’t let you keep the power point presentation  in the drawer!" Chris Cole, Make It Cheaper MD
“Our strategic partnership with 100%Cotton marks a new way of working; we intend to bring about a cultural change so that all our people – not just those in the Marketing Team – actively seek market insight to help them better understand and engage with our customers.” Sarah Taylor, (formerly) Screwfix Brand Marketing Manager
“The whole idea of Trade Point is that it is designed from the customer’s perspective. 100%Cotton has helped us achieve this by getting us out from behind the one-way mirror and putting us in the same room as customers.” Ian Herrett, B&Q Business Development Director
"100%cotton always bring incredibly pertinent and level-headed thinking to our business. Their approach is thoughtful, but they don't duck difficult issues." Hamish Renton, Former Managing Director, Riviera Desserts, a division of Uniq plc
"Having worked with 100%Cottton across a variety of consumer research projects, what sets them from the norm is a passion and desire to transform insights into a deliverable, tangible conclusion".   Dave Clack, Zetar plc Business Development Director and Kinnerton Confectionery Sales Director

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