When it comes to brand strategy, B2B marketers are looking outside the box–and outside of their own companies
25 Feb 2021

When it comes to brand strategy, B2B marketers are looking outside the box–and outside of their own companies

Provoke Insights brand equity research was featured in eMarketer Insider Intelligence report.

Provoke Insights sought to provide Insider Intelligence with crucial research on the under-reported field of B2B marketing. In particular, B2B companies, marketing experts, and sales professionals would find this article of interest to them. 

The report includes research conducted by Provoke Insights, as well as examples of best practices and case studies. Provoke Insights fielded an online survey to 472 B2B professionals in the United States, 184 of whom were marketing and sales professionals. 

One of the report’s biggest takeaways was that marketers at B2B companies tend to outsource marketing, particularly for logo design; 41% of B2B marketing and sales professionals look to other companies to develop this brand strategy initiative. Other relevant findings include: 

B2B companies should look to Provoke Insights’ findings as an essential snapshot of current marketing and branding trends. Having a well-defined and consistent brand allows companies to build awareness, establish trust with external and internal stakeholders, and take control of their reputations.

Rebranding Research for an Online Gaming App
18 Feb 2021

Rebranding Research for an Online Gaming App

Competition for online gaming apps is fierce.  A popular game with a famous IP is available on smartphones and via Facebook saw a plateau in new users. The game wanted to rebrand to become more relevant to prospects and current users. This case study outlines the multi-step research methodology that Provoke Insights used to provide the gaming app with a clear direction for the rebrand.

Marketing Problem

The gaming app, with over 10 million downloads, was interested in understanding what drives users to its game versus the competition. The game wanted to evaluate the current brand perception and its impact on awareness, consideration, downloads, in-game purchases, and long-term loyalty. 

The objectives of the research included:

  1. How consumers link the inherited brand name and its retail identity to the current iteration of the application;
  2. What drives emotional attachment to the game;
  3. How the game differs from the competition.

Market Research Solution

So, Provoke Insights proposed a two-phase research solution. 

Phase one was qualitative, to conduct sixteen in-depth interviews among current users. These interviews were used to uncover information before a quantitative stage:

  • Emotional drivers to the app; 
  • Detailed thoughts on the apps’ creative; 
  • How the app fits into their life;
  • Feelings about the name of the brand and whether they would support a rebrand.

The interviews were conducted among four groups of the app’s users, tiered based on their usage/money spent to get a range of users.

Phase two was an online survey among online gamers. The research was used to create a perceptual map of the app and its main competitors, test features of the game, evaluate different audiences within the online gaming world and further understand emotional drivers. 

Research Results

Going into the research, the marketing team was preparing to rebrand and clear up brand confusion. However, both the in-depth interviews and the research study found that the brand name was one of the main reasons people tried the game. Therefore, from the results, the game also realized that the brand confusion stemmed throughout the full gaming experience.  The brand needed to focus on how to provide a concise brand message across the game’s assets.

Are you interested in our market research capabilities? Find more information here or email us at [email protected]

In addition, read some of our past case studies here:

  1. Food Category Brand Launch: Secondary Research
  2. Marketing Strategy for a Major National Fitness Club
  3. Annual Ad Testing Campaign for OTC Drug Company
  4. Jewelers of America: Mixed Methodology Market Research Study

You can also read some of our blogs here

  1. Research Among Generation X
  2. Research Among Baby Boomers
  3. Valentine’s Day Marketing 2021, Falling in Love With Your Brand

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

 

Market Research Among Generation Z
16 Feb 2021

Market Research Among Generation Z

Generation Z is one of the youngest and most digitally adjusted generations. Colloquially called “zoomers” or “the iGeneration,” they likely have never experienced pre-Internet life. Generation Z ranges from 7- to 22-year-olds born between 1997 and the early 2010s. This article is the third installment in a five-part series on market research among generations by Provoke Insights.

Marketers must not underestimate the buying power of this young cohort. Though they are young, they makeup 40% of global consumers and have an estimated spending power of $143 billion. 

Generation Z is known for their short attention span, which averages around eight seconds. This, along with their ability to keep up with ever-changing trends, can be chalked up to the widespread accessibility of handheld smart devices at such a young age. Unlike Generation X or Baby Boomers, Generation Z is less loyal to specific companies and more willing to search around until they find something that meets their needs. 

Generation Z is known for their love of online spending, brand conversations, and personalized digital experiences. 

Major Events for Gen Z

A common misconception that brands hold about Generation Z is the assumption they are immature or unlived. However, though they are young they have experienced many serious events.

  • Gen Z-ers may not remember the September 11th terrorist attacks, but they were raised in its wake.
  • The release of the iPhone in 2007 marked a new era of handheld technology. Many Gen Z-ers’ first cell phones were smartphones.
  • Gen Z-ers were brought up with the rise of social media, and are likely keenly aware of social media marketing tactics.
  • The COVID-19 pandemic has disrupted many Gen Z-ers’ secondary and college educations. As the pandemic hit at such a formative time, the impact will likely run deeper among this cohort. 

Market research among Generation Z is crucial for brands looking to grow. As this is the generation of the future and if your brand wants long-term growth, Gen Z will play a crucial role. Therefore, if your brand is thinking about targeting this young audience, the key is interactivity. 

Gen Z-ers look for authenticity, sustainability, and accessibility. Market research among generation Z will allow your brand to understand how to be authentic, sustainable, and accessible. 

Retailers should aim for partnerships with direct-to-consumer and ecommerce brands, which can provide personalized shopping experiences. Collaborations with celebrities can make a brand stand out.  Also, partnering with social media influencers can bring in new Generation Z consumers. Appealing to all generations, including Gen Z, is absolutely possible with interactivity at the forefront.

Interested in learning more about the other generations? Check out our article researching Generation X here.

Are you interested in our market research capabilities? Find more information here or email us at [email protected]

Finally, read some of our past blogs and case studies here:

  1. Market Expansion for a Furniture Company
  2. Research Among Baby Boomers
  3. Research Among Gen Alpha

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

Market Expansion Research for a Furniture Company
03 Feb 2021

Market Expansion Research for a Furniture Company

A furniture company was looking to expand its footprint. However, before entering new markets, the company needed to better understand the competitive landscape, as well as the opportunity in different regions. This case study will outline the multiple-phase research methodology used.

 Marketing Problem

A furniture company was available in New York and California, but looking to expand their service to new regions. Although the furniture industry is competitive, it occupied a niche offering trendy, high-quality furniture to rent. 

The company was interested in understanding how its brand stood against both traditional and non-traditional competitors. It also wanted to understand the size of the opportunity and learn who has the highest propensity to purchase the service. 

The company commissioned Provoke Insights to conduct a two-step phase research process to understand the marketing opportunity.

The objectives of the research included:

  1. A competitive analysis of rental furniture companies and traditional furniture retailers;
  2. A market analysis of American cities that would be best suited for expansion; and
  3. A survey segmentation of the company’s target audience.

Market Research Solution

Provoke Insights conducted a two-phase research solution. The first phase used secondary research. Provoke Insights used its list of 50+ databases to profile the top 15 designated market areas (DMA’s) for the company. A competitive analysis of traditional and direct competitors was conducted using social listening, offline and online advertising analysis, and other available information. 

Phase one determined the top-ten markets the brand should focus on for its expansion. The subsequent phase was a quantitative survey among 2,000 participants across ten DMAs. A market segmentation was conducted to determine who had the highest propensity to select its brand. Segmentation research categorizes consumers into distinct groups moving beyond basic demographics and behavioral characteristics. Using advanced analytics, this research method efficiently targets consumers who have the higher propensity to rent high-end furniture.

The first step was to uncover themes using an advanced analytics technique called factor analysis. To generate the segments, Provoke Insights then conducts a cluster analysis. Provoke Insights created cohorts that are manageable and sizeable, making them sufficient to warrant the investment.

 Research Results

In both phases of the research, Provoke Insights determined the highest opportunity cities for the brand to expand their business into, and the overall state of the market. The segmentation research was able to highlight the ideal personas to target, information into the buying process for those targets, and a clear message and media plan to target where their ideal customers will find them.

Are you interested in our market research capabilities? Find more information here or email us at [email protected]

Finally, read some of our past case studies here:

  1. Food Category Brand Launch: Secondary Research
  2. Marketing Strategy for a Major National Fitness Club
  3. Annual Ad Testing Campaign for OTC Drug Company
  4. Jewelers of America: Mixed Methodology Market Research Study
  5. Brand Strategy Research for a Rental Truck Company

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights