Home Appliance Manufacturer

Household & Durable Goods

Home Appliance Manufacturer

The Challenge

A major appliance manufacturer lacked marketplace differentiation and was looking to create an emotional consumer connection with its target market. As such, it wanted to devise a messaging strategy that would go beyond functional category benefits to create an emotional consumer connection.

Our Tools

  • In-Person IDIs & Groups
  • Online Web Cam Interviews

 

Client Objectives

  • Identify meaningful, emotional insights to leverage in marketing communications
  • Understand the persuasion and breakthrough potential of various advertising campaigns
  • Translate a lead advertising campaign for online use in a way that emotionally resonates with consumers and is easy to navigate

Our Customized Approach

We conducted a series of in-depth, one-on-one interviews and used video-based homework of people performing household chores to identify emotional, meaningful insights. Utilizing these insights, the client team created advertising concepts that IIM tested with consumers during in-person focus groups. Once an ad concept was selected, IIM conducted webcam interviews with consumers to test the concept’s effectiveness online via website usability testing.

The Results

Based on the insights from this work, the client was able to: Introduce a new integrated marketing campaign which included TV, print, in-store and online communication vehicles

  • Leverage a newly identified emotional link to brand perception in their communications. Improve sales and increase brand relevancy


Elmers

The Challenge

Elmer’s is partnering with another consumer goods company to launch a new line of home organization products leveraging their Ever STIK technology.

Our Tools

  • In-Person Qualitative
  • Quantitative Research

Our Customized Approach

In-Person Focus Groups to obtain consumer perceptions on the product line concept and to explore positioning areas and potential product line names

  1. Three 90-minute focus groups in one market
  2. Group flow: (1) category, positioning, and concept discussion (2) name exploration including mood board exercise (3) Preference and summary discussion

Same Day Online Quantitative/Qualitative to refine naming options and measure which name option and package graphic option is strongest

  1. 2 Live 60-minute online sessions N=75/session
  2. The Team gathered in person to view the live session – including Marketing, Packaging, Packaging development agency, and IIM Consultant
  3. Online interview flow: exposure to product line concept and video of how product line works, rotated exposure of package/name combinations, assessment of overall package/name impressions, purchase interest, main message, likes/dislikes, uniqueness, need fulfillment, additional information the consumer wants on a package, usage perceptions, fit with the brand, preferred package/name design, stores expected to see the product in, expected store location of the product
  4. Open-ends are woven into the interview to understand the “whys” behind the numbers as the results come across.
  5. Results tallied, mined & discussed in real-time among the team to gain understanding and add additional probes, as needed.

Key Insights

While all of the tested ads were well received in both the U.S. and Canada, the options that resonated with the most consumers on an emotional level were:

Key elements to enhance communication include:

  • How many times can the product be reused and retain its adhesive properties
  • What surfaces the products are safe for use on
  • Strong visual proof one of the products can hold 10 pounds
  • How the technology works in a simple and easy to understand way

The Results

Product was launched successfully in market, partnering with limited retailers.

Without IIM's help to find this insight, we would have gone to market with a product that didn't meet all the needs of our consumers.

- Lisa Singer, Sr. Product Manager

Team members who worked on this project


Danone Case Study

Food & Beverage

Danone Case Study

The Challenge

Danone’s ambition is to produce healthful foods that create economic and social value all while nurturing natural ecosystems. The Horizon brand is part of this movement with its growth and evolution in the milk category and expansion into new arenas. The challenge was simple; how to better incorporate the consumer voice as a touch point more often in a cost-effective way.

The Objective

Build a panel of consumers who can frequently and consistently inform marketing decisions. The desire was to recruit common core users that could be engaged in a variety of interactive ways of informing:

    1. New brand positionings, communications, and products
    2. Modifications to packaging and product formulations

Customized Approach

iimForum – Gives you access to fast and continuous consumer opinions. Our consumer forums are a cost- effective way to get insights from target consumers consistently and over time.

Insights in Marketing created an on-going customized consumer forum (panel) consisting of 15 common core target consumers.

The recruiting process was unique in that it engaged not only consumers but also clients and did so in an interesting, fun and engaging way:

  1. Recruited 40 potential candidates — each candidate completed homework to provide further information about themselves and the category, as well as, assess their articulation abilities and contribution potential
  2. Based on homework results, 25 candidates were invited to an introductory mixer to assess their suitability for the community. The mixer provides a relaxed social setting where consumers and clients come together with food and drinks to give the client team a better idea of the consumer’s personality, ability to express themselves and how they interact in a group setting.
  3. Based on the team’s engagement with candidates at the introductory mixer, 15 consumers were recruited to take part in research engagements monthly for one year

Key Insights

Several key insights were obtained throughout the project including:

The consumers were very open to the idea of new types of chocolate milk and offered a variety of concept and product optimization ideas that the team was able to move forward with

The consumers shared their perceptions and usage behavior around several dairy products which enabled the team to go back and create a variety of new product concept ideas

The consumers provided perceptions on a variety of package designs for dairy products which enabled the team to prioritize development efforts

Team members who worked on this project


Champion Pet Foods


Pet Care & Pet Supplies

Champion Petfoods

The Challenge

Champion Petfoods developed new print and digital advertising to differentiate their two ultra premium dog and cat food brands – Orijen and Acana.

They needed consumer research from two countries to evaluate the ads – FAST!

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The Objective

Deliver consumer insights for on-strategy, consumer-centric print and digital ads:

    1. Gain positioning insights quickly from US and Canadian consumers
    2. Learn consumer perceptions for the look, feel, and messaging in advertising for both brands
    3. Understand how to differentiate Orijen and Acana brands through insights

Our Tools
iimPronto Quick Turn Quantitative Research

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Key Insights

While all of the tested ads were well received in both the U.S. and Canada, the options that resonated with the most consumers on an emotional level were:

  • Orijen ads driven by sincerity and strong visuals of pet affection
  • Acana ads reflecting adventure with a very aspirational tone and feel

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The Results

During a very short timeframe, our quick-turn solution enabled Champion Petfoods to make their communications more meaningful and relevant to their target audience by incorporating consumer feedback.

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When I have quick-turn projects with unique sampling requirements, I know that I can count on Insights in Marketing as they have delivered for me time after time.

- Kathleen Blum, Director, Strategy & Insights, Champion Petfoods