Planning-ness 2015 is only three weeks away. Do you have your tickets yet?
In addition to the unique speaker lineup, this year the “un-conference” goes international and will be taking place in the beautiful city of Toronto, May 14-15, at Airship 37. Planners and strategist from across North America will be in attendance – all with a common purpose to “get excited and make things happen.”
If you are unfamiliar with the concept of Planning-ness, check out my previous post, Planning-huh?. In a nutshell, Planning-ness is an “un-conference” for creative thinkers who want to get their hands dirty. Speakers don’t just talk at you, they teach you how to do things. That’s why each sessions has the words “how to” in the title, as well as a workshop component where you get to put what you learn into action.
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 to developing research around an unknown market and develop materials to help our clients’ internal teams understand the consumers’ mind frame.
EXPLORING MEAL PLANNING AND SHOPPING BEHAVIORS
A leading CPG company was interested in understanding the impact of a food assistance program on meal planning and shopping behaviors. The client sought to understand the program holistically, from certification to nutrition education and daily food choices.
W5 recruited program participants from three of the program’s top ten states to participate in In-Home Interviews and Shop-Alongs. To gather a variety of perspectives, W5 recruited participants with a mix of program experience, family composition, and age of children. To successfully reach this population, W5 tapped into local community networks to obtain references.
During the In-Home Interview sessions participants discussed their program experience, including the enrollment process, impact of choosing foods from a program-approved list, and their perceptions of the program’s nutrition education. To better understand how the program impacted food choices, W5 consultants joined each participant on a Shop-Along at their preferred grocery store to observe their shopping routine and discuss challenges specific to product location, selection, and check out.
Using research insights, W5 and the client identified opportunities for easing program challenges, including accessibility of specific program resources, retail-related inconveniences, such as product availability and payment, and engagement with specific food categories. W5 also provided a series of actionable recommendations to help the client better meet participants’ tastes and needs for their products.
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: inquiry@W5insight.com.
Check out this great infographic on Branding.
L’Oreal Paris has designed an augmented reality makeup mirror, Makeup Genius, which uses facial mapping technology to allow users to virtually try products. The platform turns the front-facing camera of a smartphone or tablet into a virtual mirror and allows users to instantly apply makeup onto their own reflection in real-time.
With the launch of this app and other similar apps we could see a future in the augmented reality testing of other products. Cool!
This monthly blog post will highlight one W5er with a fun questionnaire that will provide a snapshot of who we are as a company and as individuals. Today we meet Amy, a W5 brand ambassador by day, a yoga fanatic and running junkie by night (and full-time vegetarian and Texas Longhorn – hook ‘em!).
With historically low interest rates and strong corporate balance sheets, mergers and acquisitions (M&A) are very attractive in today’s marketplace. Sometimes M&A make sense (think AT&T & direcTV or Facebook & WhatsApp) and other times they can be quite tricky (think Quaker & Snapple or eBay & Skype). Conducting marketing research on the brink of M&A can be critical to future success of the brands involved. An apparel company recently partnered with W5 to uncover the opportunities and challenges presented by a newly acquired sub-brand. Check out the case study below to see how W5 approached this specific engagement.
Informing Product Development for Brand Extension
After a heritage outdoor equipment and apparel company acquired a specialized sub-brand, the company sought to explore opportunities for extending the brand equity of the sub-brand into the mass retail channel. Two specific products were in development and the client desired consumer feedback on the appeal and prioritization of benefits, features, and design elements for each.
W5 conducted a customized quantitative survey with a statistically robust sample of a target market for both the brand and specific products proposed. Though the brand successfully markets in the specialty channel, which is aspirational and often shopped among the broad target, consideration and shopping of mass retail was also important for this research. The research focused on product needs, benefit priorities, and reactions to how the specific products would be developed and marketed.
W5 provided positive consumer feedback to the client on both proposed products, and communicated the consumer priority of features with reliable statistics and visual reporting. Initial assessments of consumers’ basic price sensitivity for the products were helpful for the client’s product development and channel strategy decisions. Additionally, direct consumer feedback on a variety of product options was appreciated and helpful in informing design and marketing plans not only for the tested products but for other projects in the pipeline.
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.