One of the leading wireless providers, with thousands of retail stores, wanted to assess, improve and monitor in-store design, display and merchandising.
Based on the information needs, the interview had to be conducted within the store to obtain accurate and relevant data (e.g., online interviewing based on recall of a store visit would not be reliable). A program was designed to conduct personal exit interviews among a representative sample of client stores and customers.
The research provided a benchmark measurement of customer reaction to store design and display, as well as a tracking program to assess the impact of changes or “refresh efforts” to the stores—all contributing to more effective merchandising and marketing.
Leisure/Travel (cruise lines)
A leading cruise line was battling for market share among US customers for European cruises. Management wanted to better understand the market framework and drivers/motivators, as well as the relative position of the cruise line vs. the array of competitors.
The research design included a series of focus groups for exploration and to help in the development of the most effective survey instrument, and an online survey among several critical sub-groups. Analytics included a segmentation study of the relevant audience.
The research effort contributed to a much deeper and thorough understanding of the European cruising market—resulting in improved targeting, product offerings, and the marketing and communications of the cruise line in the US market.
In the rapidly changing and varied markets for group, individual, and Medicare Advantage health insurance, a strong regional company needed to assess their position and “brand strength” in the Florida market. The organization needed to better understand the market dynamics, and company strengths and weaknesses to build on their solid foundation.
Using online survey research, we measured the relative position of the company and key audiences—group and individual health insurance plan members, Medicare Advantage plan members, and company health plan decision-makers—in the three distinct markets that the company competes in.
This research contributed to more effective product/service development, target audience identification, and the marketing of the company’s products in all three market segments.
Financial Services (trading)
The institutional trading of equities and fixed income instruments was shifting to more and more electronic platforms. A leading electronic trading firm needed to learn about the reaction of traders and money managers to the firm’s marketing communications, as well as current behavior and perceptions of the firm and key competitors.
We developed a survey research tracking program (continuing for over five years) among senior traders and money managers at the largest asset management firms, banks/investment banks, and mutual and hedge funds—to monitor and better understand actions and attitudes involving the client firm, key competitors, and the marketplace.
The research provided guidance on the future direction of company communications, as well as a “benchmark” and then a continuous measurement of reaction to the program and shifts in the industry.
Consumer Products (soft drinks)
A major soft drink company was considering the introduction of a new corporate image/community relations advertising campaign. The company needed to better understand target audience reaction to the strategic foundation of the potential advertising, as well as reaction to alternative television commercials.
We designed two phases of qualitative research (focus groups); first exploring the strategy, and then the specific executions, among “informed/involved” consumers and the investment community.
The research provided information and insight that helped the company move forward with a greater degree of confidence, and with specific direction on individual commercial selection and refinement.
The environment for investment banking and mergers and acquisitions was in turmoil. An international investment bank required information on how key audiences were reacting to events and changes in the business, and their perceptions of leading investment banks and critical investment banking issues.
We conducted a series of in-depth telephone interviews among Fortune 1000 CFOs, money managers, M&A bankers and lawyers, and relevant journalists.
The research contributed to the organization’s knowledge of the changing reality, and to their development of more viable business and marketing strategies and practices.
A leading software company was developing a supply chain management (SCM) offering, and needed to know how potential purchasers would react to an SCM solution from the company, and the benefits and features of the product.
We designed a study utilizing a series of in-depth telephone interviews among the Chief Information Officers (CIOs) of the largest retailers in the discount, grocery and specialty sectors.
The research helped the company refine their SCM product and effectively position it in the marketplace, and made them aware of barriers and challenges the introduction would face.
Healthcare (medical devices)
The leading manufacturer of orthotic shoe inserts sold through the chiropractic channel wanted to investigate the “upside potential” of the business, including pricing strategies and service enhancements.
We designed a two phase study: (1) qualitative research in the form of in-depth interviews to explore and uncover key issues, and develop the most useful survey instrument for the quantitative study; (2) value-segmentation of the client database correlated with telephone survey research among customer and non-customer chiropractors.
The research provided actionable recommendations on price elasticity, and critical brand and product/service benefits and improvements.
Consumer Products (fast food)
A fast food company wanted to learn more about a range of potential product claims prior to developing new advertising and promotional programs.
We designed an online evaluation of potential product/service improvements and claims, conducting the survey among both customers and non-customers. The online method allowed for precise targeting of the audience, and the use of graphic representations of the concepts.
The research resulted in the selection and refinement of the most compelling concepts for use in new marketing programs.
One of the leading residential real estate brokerages wanted to monitor the effectiveness of their marketing efforts.
We implemented an online tracking program to monitor and evaluate awareness, perceptions and usage among recent upscale home buyers/sellers.
The on-going tracking research provides a measurement of the impact of the total program, as well as diagnostic information on the key elements of the marketing and advertising campaigns.
One of the leading airlines was considering alternative service messages to emphasize in their marketing efforts.
We developed a telephone concept study to measure a range of potential messages among frequent business flyers.
The study provided the information and insight to select the strongest selling features and messages, and confidently include them in airline communications.