Every once in a while, we like to share what we’ve been up to, including how our research engagements have helped our clients achieve their business goals and some of the lessons learned. This case study highlights W5′s approach and the resulting deliverables for a client testing a pilot program in their restaurants.
More and more, our clients need to share research results in an easily digestible fashion. Video brings the consumer voice to life, showing instead of telling. Videos are also more engaging and easier to share across diverse audiences. This case study highlights an engagement where the video deliverable was the centerpiece. For me, one of the key challenges of this project was ensuring all of the data and insights from the report was condensed into a short, compelling video segment. The solution was to combine footage highlighting consumer interactions with the program with a voice-over narrating key study insights to ensure the whole story was told.
INNOVATION THROUGH VISUAL STORYTELLING CASE STUDY
A casual dining chain was in the early phases of implementing a new recycling program to responsibly address waste removal at their restaurants. The company partnered with W5 to explore patron and employee reactions to the program and create a video deliverable communicating the program’s merits.
W5 designed and conducted a custom assessment of the program’s appeal. W5 ethnographers observed and interviewed store employees responsible for the program in three markets. W5 also conducted intercept interviews with patrons to assess the clarity of recycling instructions and the program’s potential to positively influence brand perceptions. A professional videographer recorded all interviews, intercepts, and encounters with the recycling program, including how employees and patrons disposed of product packaging and food.
To help communicate program benefits to internal stakeholders, W5 developed a six-minute video illustrating patrons’ and employees’ experiences with the recycling program. W5 structured the video to tell a story about the recycling program’s purpose, implementation, and the potential business advantages associated with environmental stewardship and advocacy. The video also allowed the client to better visualize the recycling program in action and identify areas of improvement.
Spotlight is a special feature of the W5 Blog showcasing W5 consultants’ approach to designing marketing research studies, creating engaging deliverables, and informing strategy. For more information on W5’s approach to qualitative or quantitative research contact: projects@W5insight.com.