Navigate Change and reinvigorate a show for future success
Challenge
Executives at a national media company and their producers were faced with recasting their beloved and long-standing host. They sought to embrace this change as an opportunity to refresh the editorial, while maintaining the core appeal of the show. To meet these goals, they needed to identify key drivers of viewer’s affinity with the show, understand the current host’s appeal and expectations for a new host, and gather reactions to new format and content options.
Methodology
We proposed and conducted nationwide online focus groups with a diverse array of audience members. Respondents were sampled from both the general population and audience panels and represented and range of frequencies and audience demographics.
Impact
Our skilled moderators gathered actionable insights to inform production and talent. We pinpointed the most resonant editorial themes, essential qualities desired in the host and provided guidance on new editorial content resulting in the successful transition to a new host. This show continues to garner a large and loyal audience and ranks among the most popular titles in its category.
Case Study
Identify and understand the target market
Challenge
After rebranding a fitness offering, the research and marketing teams at a US media company sought to identify the types of consumers most interested in the reimagined concept. They also needed to understand health and fitness conscious consumer’s perceptions, interests, and lifestyles to inform marketing initiatives.
Methodology
A survey was fielded among a national sample of 580 US adults. The data was cleaned, coded and analyzed.
Impact
By merging our enthusiasm and knowledge of the health and wellness sector with thorough analysis, we successfully pinpointed the most engaged consumer groups along with fitness content preferences. We provided guidance to inform the value proposition, while also highlighting demographics, perceptions, and lifestyle characteristics for effective marketing to these coveted consumers.
Case Study
Maximizing the appeal of a new product
Challenge
A manufacturing start-up planned to bring a new product to market and needed to understand the clarity, appeal, and effectiveness of its advertising.The company also sought to identify the product’s most compelling features and benefits and barriers to trial.
Methodology
A sample of likely target buyers were recruited for a series of in person focus groups.This approach allowed for live viewing of the launch commercials, gathering of independent respondent reactions prior to group discussion, and in depth probing to tease out detailed consumer feedback for creative refinement prior to multi-market roll out.
Impact
Our research identified the most compelling product features and benefits driving purchase interest and exposed informational, executional, and pricing concerns detracting from interest.We provided our client with specific, evidence-based consumer feedback highlighting opportunities to improve technical product information, clarify the product description and usage, enhance the offer, and add credibility and appeal to the marketing assets.These findings allowed the manufacturer to refine the product offering and messaging to maximize value and eliminate confusing and unappealing content prior to launch.
Case Study
Understanding fit and appeal of programming
Challenge
The research and programming teams responsible for managing a cartoon network for a global brand were tasked with discovering their next successful show. To assess the appeal, breakout potential, and overall compatibility with the network, two prospective series were tested with children.
Methodology
Our skilled moderators led hybrid qualitative research sessions consisting of super groups followed by focus groups. This approach allowed the team to gather responses from over one hundred boys and girls across multiple age segments. Wireless technology was used to capture unaided survey responses following the content screening. Focus groups were held with a select subset from each super group to allow for in-depth discussion.
Impact
Our moderators engaged with enthusiastic children who adore cartoons and align with the network’s target demographic. The insights collected provided network executives with clear direction on the overall and relative appeal of each series. Qualitative discussion provided rich insights on specific program elements and characters, while super group findings revealed reported intent to view and the degree to which each series delivered the core brand experience. This research revealed greater potential for one of the tested series and provided recommendations to further enhance the editorial to increase appeal among target viewers. The stronger title was commissioned and aired in multiple territories.
Case Study
Maximizing on site customer experience
Challenge
A leading health multimedia brand, along with its corporate partners, is assessing promotional awareness, customer motivations, and satisfaction regarding their in-person enrollment process. The insights gained will shape future advertising and marketing strategies and provide guidance for best practices for the on-site events team.
Methodology
From a pool of over 100 retail locations hosting enrollment events, a sample of 10 was selected, focusing on geographic diversity and specific demographics. More than 400 consumers participated by completing surveys.
Impact
Our detailed analysis of the survey data offered a prominent fitness media brand valuable insights into their annual viewer engagement “challenge” and success strategies when expanding into new locations. We uncovered participant motivations, expectations, and overall satisfaction with the experience and the brand.Additionally, our research provided essential recommendations for best practices going forward.
Case Study
Enhancing traveler experiences
Challenge
One of Europe’s ancient, fortified palaces and a cherished UNESCO World Heritage Site sought a better understanding of how their newly launched audio tour and site app were enriching guests’ experiences. To establish fair pricing and enhance their app offerings for eager explorers, we endeavored to illuminate the facets of satisfaction and delve into the interests that captivate patrons’ hearts.
Methodology
Several hundred one-on-one interviews were carried out on-site with both app and audio guide users, as well as non-users. The collected data was cleaned, coded, and analyzed to deliver actionable insights aimed at improving the visitor experience and fostering a greater affinity for the site.
Impact
Our analysis revealed the added value that the app provided, including increased visitor traffic, ease of use, a preference for multimedia content, and interest in historical information. Our research supported the operations team in enhancing products, refining positioning, adjusting pricing, and developing communication strategies for both the app and the audio tour.
