Case Study: GfK achieves £1m annual savings and reduced churn with Red Badger

GfK cuts platform fees by £1m a year with Red Badger

Red Badger partnered with GfK to address a significant challenge with one of its flagship insight products. The aging platform was plagued by unsustainable fees and a critical 60% customer churn rate at renewal, which was actively damaging revenue and failing to meet user expectations for a leading market intelligence brand.

Red Badger's solution involved a comprehensive replatforming initiative. They employed a twin-track approach, pairing continuous user research with engineering to ensure the new product met actual customer needs, followed by a carefully coordinated phased migration. This strategy successfully cut platform fees by £1 million per year, resolved the usability issues causing the 60% churn, and protected revenue, all while hitting GfK's target delivery dates.

GfK