Insurance Brand Tracking Case Study
07 May 2026

Insurance Brand Tracking Case Study

The annual tracker delivered powerful market-level insights while revealing how consumer perceptions and advertising effectiveness evolved over time.

CHALLENGE

A leading national insurance provider wanted to better understand brand equity, advertising effectiveness, and evolving consumer perceptions. The company required an annual tracking program capable of measuring changes in awareness, consideration, and campaign performance over time.

To support long-term strategic planning, the provider partnered with Provoke Insights to conduct a large-scale annual tracker spanning 25 localized markets nationwide. The objective was to evaluate how brand equity and advertising initiatives performed across diverse geographic regions. The research was needed to uncover market-level differences in consumer attitudes, behaviors, and media engagement.

Because audiences varied by region and demographics, the study required a flexible design ensuring representative participation and trend consistency.

SOLUTION

Provoke Insights designed and executed a multi-wave annual tracking study using blended research methodologies. The approach maximized respondent reach, data reliability, and year-over-year comparability. The research incorporated online, telephone interviewing, and phone-to-web methodologies to engage consumers across all markets. The study has successfully completed three annual waves of research. A rigorous methodological framework maintained throughout each phase ensured continuity in trend measurement and brand performance evaluation.

Provoke Insights developed customized weighting plans for each geographic area, balancing demographic composition to ensure statistically reliable insights at both the national and local levels.

The localized market approach allowed the insurance provider to move beyond broad national averages and gain a more nuanced understanding of regional differences in brand perception, advertising recall, consumer priorities, and purchase drivers.

Provoke Insights created a scalable tracking framework capable of delivering both strategic national insights and highly actionable market-level intelligence.

RESULT

The annual tracker provided the insurance provider with a comprehensive and evolving view of brand equity, advertising effectiveness, and consumer sentiment across national and local markets. Key findings included:

  • Ongoing measurement of brand equity metrics, including awareness, consideration, perception, and customer sentiment.
  • Advertising effectiveness insights, including campaign recall, messaging resonance, and audience engagement.
  • Localized market analysis identifying regional differences in consumer behaviors, competitive dynamics, and insurance purchase drivers.
  • Trend analysis across three completed waves, allowing the company to monitor shifts in consumer attitudes and brand performance over time.
  • Media planning insights that helped determine the most effective channels, messaging strategies, and regional investment opportunities to maximize campaign performance and audience reach.
  • Strategic recommendations to strengthen brand positioning, optimize advertising initiatives, and improve customer engagement.

The annual tracking framework established a continuous feedback loop that informed marketing investments, media planning, advertising optimization, and long-term brand strategy. This positioned the insurance provider to make more agile, data-driven decisions in an increasingly competitive marketplace.

Check out our other insurance case studies:

Segmentation research

Rebrand research

Clarifying the Corporate Value of Fair Chance Hiring
12 Feb 2026

Clarifying the Corporate Value of Fair Chance Hiring

Presented by Provoke Insights

CHALLENGE

A national non-profit works with employers to advance fair chance hiring practices, yet faces growing challenges in clearly articulating its value to corporate decision-makers. While interest in inclusive hiring was increasing, awareness of the non-profit’s specific offerings was low, and implementation barriers remained unclear across different internal roles within organizations.

The non-profit needed a deep, evidence-based understanding of:

  • How employers perceive fair chance hiring
  • Where hesitation and confusion exist
  • Which decision-makers matter most
  • How they could better position its services, messaging, and pricing

The organization partnered with Provoke Insights to conduct a multi-phase market research initiative that combined internal alignment, qualitative depth, quantitative scale, and persona development.

SOLUTION

Provoke Insights designed a five-phase, mixed-methods research program to uncover employer needs and translate insight into actionable strategy.

Phase 1: Internal Stakeholder Interviews & Strategic Alignment

The multi-phase market research began with a moderated internal stakeholder session with the non-profit’s leadership and team members. This phase clarified success metrics, surfaced internal assumptions, and identified key challenges around positioning, differentiation, and scalability. A comprehensive SWOT analysis was developed to guide the design of subsequent research phases and ensure internal alignment from the start.

Phase 2: Competitive Analysis 

Provoke Insights conducted a comprehensive industry trends analysis and competitive landscape assessment to evaluate brand positioning, advertising, PR initiatives, and service offerings. Using secondary research databases, competitive website analytics, and a review of advertising and sales collateral, Provoke Insights identified the top ten trends shaping corporations and fair chance hiring. The team also developed in-depth competitor profiles outlining organizational backgrounds, brand positioning, key messages, proof points, visual identity, and owned, earned, and paid media strategies.

Phase 3: Large-Scale Quantitative Research

Provoke Insights conducted an online survey among decision-makers at companies with employees across HR, DEI, Training & Development, Operations, Procurement, and Legal/Compliance departments. The study measured awareness, attitudes, motivators, barriers, budget willingness, and partnership expectations related to fair chance hiring. 

Phase 4: Qualitative Deep Dives 

Insights from the quantitative phase informed in-depth qualitative interviews among priority sub-groups. These conversations added emotional context, clarified implementation concerns, and revealed role-specific needs. Findings from all phases were synthesized into distinct, role-based personas, bringing to life the motivations, fears, decision-making power, and messaging needs of the non-profit’s core employer audiences.

Phase 5: Personas 

Provoke Insights developed B2B personas to bring the corporate decision makers to life. Each persona paints a clear picture of the individual inside the organization, including their role, responsibilities, priorities, pressures, and influence in the hiring process. The profiles include representative quotes, core business needs, perceived risks, decision criteria, and key barriers to adopting fair chance hiring.

By mapping out what each stakeholder is trying to achieve, what concerns may hold them back, and what proof points they require, Provoke Insights provided the non-profit with a tangible framework to guide messaging, engagement strategies, and solution development. These personas serve as practical tools for understanding how to effectively reach and persuade employers at different levels of readiness.

RESULT

Through its multi-phase research approach, Provoke Insights delivered a Non-profit clear, cohesive roadmap for growth.

The research enabled the non-profit to:

  • Align internal stakeholders around shared priorities and challenges.
  • Clearly identify high-value employer segments and decision-makers.
  • Understand role-specific barriers to fair chance implementation.
  • Refine messaging to move beyond awareness toward action.
  • Develop actionable personas to guide marketing, partnerships, and sales strategy

By combining internal insight, qualitative depth, and quantitative data, the non-profit gained the clarity needed to strengthen its employer engagement strategy and position itself as a trusted, implementation-focused leader in fair chance hiring.

How a Technology Company Annually Tracks Shoppers’ Retail Expectations
12 Feb 2026

How a Technology Company Annually Tracks Shoppers’ Retail Expectations

Presented by Provoke Insights

CHALLENGE

A technology company aimed to annually track consumer expectations around the furniture shopping experience, with a specific focus on the adoption and impact of 3D furniture visualizers and configurators. The goal was to generate data for webinars, thought leadership articles, and sales materials that demonstrate the growing importance of immersive digital tools in the consumer purchase journey.

The company needed clear evidence that 3D technology enhances the furniture retail experience and improves ROI for brands. Specifically, they strived to show that these tools drive higher conversion, greater consumer confidence, and increased purchase value.

SOLUTION

Provoke Insights developed a tracking study, now in its third annual wave, to measure how furniture shopping behaviors, perceptions, and expectations change over time as 3D visualization becomes more integrated in the furniture purchase journey.

Each wave of the tracker consists of a 50-question online survey among U.S. furniture purchasers.

While each wave introduces refinements to reflect market development, core metrics remain stable, enabling the company to clearly identify what’s changing, what’s accelerating, and what’s becoming table stakes.

RESULT

Provoke Insights implemented an ongoing tracking study designed to establish the company as the definitive thought leader in 3D visualization within the furniture industry. The research quantified the direct business impact of 3D tools, demonstrating measurable lifts in purchase confidence, time spent engaging with products, conversion intent, and overall sales influence. The findings reframed 3D visualization from a “nice to have” feature to a revenue-driving necessity for modern furniture retailers.

The data now anchors the company’s go-to-market strategy, fueling webinars, industry publications, conference presentations, and sales materials with credible, consumer-backed proof points. By consistently leading with proprietary data, the company has strengthened its authority, differentiated its offering, and equipped its sales team with compelling evidence that drives adoption and accelerates deal flow.

Provoke Insights and Insperity: B2B Thought Leadership
10 Oct 2025

Provoke Insights and Insperity: B2B Thought Leadership


Published by Business Wire, Provoke Insights partnered with HR powerhouse Insperity to conduct a national study examining managerial effectiveness and its impact on overall business performance. The findings reveal a striking disconnect between how executives, managers, and frontline employees perceive leadership performance and its influence on culture, retention, and results.

Based on a nationwide survey of 1,000 U.S employees conducted by Provoke Insights, containing the opinions of 300 frontline employees, 300 managers with direct reports, 200 executives, and 200 human resources professionals, the study, Cracking the Code on Manager Impact: Closing the Gap Between Perception and Performance, reveals that almost half of executives believe their bosses are doing an excellent job, but only one in five frontline employees agree. Even managers themselves aren’t as confident, with just 34% saying their performance exceeds expectations.

What’s Holding Managers Back?

The study identifies three key barriers preventing managers from reaching their full potential:

  1. Overwhelming Workloads: Competing demand makes it hard for managers to focus on being a strong leader that people look up to.
  2. Administrative Overload: When administrative tasks take up more than 20% of their time, the risk of burnout skyrockets.
  3. Lack of Preparation: Many first-time managers are promoted without proper training or leadership development.

The Payoff

When managers are set up for success, entire organizations benefit. The study found that:

  • Companies with high-performing managers are twice as likely to report overall business success.
  • Employees with exceptional managers are four times more likely to align with company goals.
  • Employees are also five times more likely to describe their workplace culture as healthy and thriving.

Strong managers don’t just oversee teams; they build alignment, foster culture, and create an atmosphere where everyone can excel.

How to Close the Gap

To bridge the divide between perception and performance, Insperity and Provoke Insights identified five key practices that drive strong leadership and better business outcomes:

  1. Communication: Create open communication between leaders and employees.
  2. Development: Invest in coaching, feedback, and ongoing learning.
  3. Empowerment: Provide clarity, resources, and trust to help employees lead their work.
  4. Recognition: Celebrate wins and acknowledge how each employee contributes meaningfully.
  5. Culture-Building: Foster an inclusive, values-driven workplace where employees feel connected, no matter their background.

Why it Matters

Overall, the message is clear: Managers are the backbone of business performance.

When companies invest in their development and remove unnecessary barriers, they unlock higher engagement, a stronger culture, and long-term success.

For a deeper look at the data, download the full report, Cracking the Code on Manager Impact: Closing the Gap Between Perception and Performance, here.

Strengthening Brand Health for Sustainable CPG Brands
19 Mar 2025

Strengthening Brand Health for Sustainable CPG Brands

As consumer demand for sustainable products continues to grow, our client—an established sustainable CPG kitchen and household goods brand—wanted to better understand their brand perception, consumer decision-making, and growth opportunities in an increasingly competitive market. They needed insights into what drives shoppers to choose (or not choose) eco-friendly household products, as well as guidance on messaging and creative direction that would resonate with their target audience.

To provide a comprehensive brand health assessment, Provoke Insights conducted a two-phase research study:

1. Brand Health Survey

First, we surveyed a broad group of consumers of sustainable CPG brands. The goal was to map their shopping journey and identify key purchase drivers. We explored what matters most: price, product performance, sustainability, or brand recognition.

We also segmented shoppers by demographics and shopping habits. This helped the brand understand differences across age, location, and income levels. For example, younger consumers cared more about sustainability, while others prioritized price.

The survey also benchmarked our client’s brand health by comparing sustainable CPG brands awareness, perception, and positioning. These metrics revealed which consumer groups were most familiar with the brand—and which ones needed more targeted outreach.

2.  Focus Groups Among Eco-friendly CPG purchasers

Next, we ran in-depth focus groups. These sessions helped us dive deeper into shoppers’ thoughts and feelings.

Participants explained what “eco-friendly” really meant to them. Some were skeptical of sustainability claims, while others wanted more proof of impact. These conversations showed how important trust is for sustainable CPG brands.

We tested several creative directions to see which messages clicked with eco-conscious audiences. In these discussions, consumers explained what they found believable—and what felt overwhelming or unclear.

We also explored ideal product packaging, brand tone, and digital content. This helped us understand how to simplify the brand’s story and boost clarity in future marketing efforts.

Brand Health Results

With these insights, the eco-friendly brand was able to

  • Identify a Brand Awareness Gap
  • Refine Brand Positioning
  • Optimize a Creative Strategy
  • Create Stronger Shopper Connections

Read more about our sustainability and food industry case studies here:

  1. Brand Positioning Research: Sustainability 
  2. How to Launch a Brand: Food Category Market Research

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Consumer Insights & Brand Strategy for Insurance Brokerage
27 Mar 2024

Consumer Insights & Brand Strategy for Insurance Brokerage

Challenge

A 150-year old insurance brokerage is rapidly growing its footprint. However, the firm’s branding was outdated. The brokerage is a sale-led organization, and marketing is often considered an afterthought. As the competition is fierce in the insurance industry, the company needed to create a fresh positioning.

The challenge extended beyond modernizing the visual identity. The brokerage needed to understand the emotional and psychological drivers influencing how both businesses and consumers select insurance partners in an increasingly commoditized marketplace.

Provoke Insights was commissioned to develop a multiphase market research plan. The research included quantitative and qualitative phases among B2B and B2C audiences. With this in mind, the market research looked into insurance consumer insights.

Solution

1. Quantitative research among B2B and consumer insurance decision-makers

As a result, each of the two cohorts received a survey that evaluated:

  • Awareness
  • Brand perception
  • Path to purchase
  • Key strategies that resonate

With the research results provided by Provoke Insights, the data identified the specific target audience. The data also assessed what messages resonate, and how to reach new prospects through various marketing channels. The brokerage now knows its NPS score, and uses the information to determine the brand’s positioning.

The quantitative research also mapped the insurance customer journey to identify critical moments of influence, helping the brokerage better understand how awareness, trust, and perceived expertise shape consideration and conversion.

2. Qualitative B2B and consumer insurance decision-makers 

The qualitative research included both in-depth interviews and focus groups. In this qualitative phase, the research tested positioning statements and dug deeper into the decision journey.

The qualitative research incorporated behavioral science principles and System 1 thinking to better understand how insurance decisions are often driven by instinctive emotional reactions, perceived trust, familiarity, and risk reduction, rather than purely rational considerations. Through advanced moderation techniques, the study explored the subconscious emotional pathways that influence how consumers and business decision-makers evaluate insurance providers, build confidence, and ultimately make purchase decisions.

The research uncovered how the brokerage could evolve from being perceived as a traditional insurance provider into a modern strategic partner focused on guidance, protection, and long-term relationships.

Result: Insurance Consumer Insights


As a result, the brand strategy for the insurance company was a huge success! The brokerage gained a clear understanding of its target audiences, effective messaging, and competitive positioning. As a result, the data directly informed:

  • A new brand identity, including an updated logo and style guide.
  • A refreshed advertising campaign tailored to resonate with both B2B and B2C segments.
  • A new website that presented the brand as a modern thought leader in the insurance world.
  • Sales collateral materials designed to support both customer acquisition and retention.
  • New strategies for cross-selling and upselling to existing customers.

The research provided the brokerage with a more emotionally compelling and differentiated market position, allowing the company to compete beyond price and product offerings alone. In conclusion, the data-driven positioning and optimized marketing approach allowed the brokerage to become more competitive. The research enabled the company to separate itself from the competition. No longer was the company seen as old and stodgy.

Instead, the brokerage emerged as a more modern, trusted, and strategically positioned brand that better aligned with the evolving expectations of today’s insurance decision-makers.

Looking to conduct market research for insurance consumer insights? Contact Provoke Insights, a full service market research firm. Provoke Insights is an expert in brand and advertising strategies in the research space.

Brand Positioning Research: Sustainability Category
01 Mar 2022

Brand Positioning Research: Sustainability Category

Marketing Problem

A global producer of recycled resin knew that it offered a unique and innovative product. As sustainability has become a more prominent trend around the world, the brand wanted to use research to develop a well-defined brand strategy that separated the company from the competition that was entering the space. 

The company commissioned Provoke Insights to develop a qualitative research study among executives around the world ranging from Fortune 500 companies to innovative start-ups.

Market Research Solution

Provoke Insights conducted thirty in-depth interviews to better understand the decision journey among the various parties involved in the process.  As a result, the firm interviewed a diverse range of employees, from C-Suite level to engineers to marketers across multiple countries including the United States, Canada, Singapore, and Germany. 

Research Results

The in-depth findings helped determine the following information:

    • Branding recommendations. Provoke Insights developed detailed brand strategy recommendations for the sustainability brand, including ways to leverage their unique selling proposition and brand identity.
    • Summarize key trends in the sustainability space. Provoke Insights probed the stakeholders for key trends that would impact the internal selection process for sustainability vendors. Now, the brand is aware of the perception of different types of recycling at a range of companies.
    • Persona Creation. The research brought the multiple audiences to life by assessing their priorities, motivations, and barriers surrounding both the brand and sustainability.
    • Profile and prioritize the job roles among current and prospective clients. By collecting insights among a diverse range of employee roles and levels, Provoke Insights found which decision-makers should be approached by the brand’s sales team in order to close sales.
    • Map projects from start to finish. Provoke Insights mapped the decision journey from project initiation to selection to marketing in order to provide the brand with insights on how to convince companies that their service is necessary.
Interested in reading more on our past projects? Check out our other case studies here. 
Interested in our market research capabilities? 
How to Launch a Brand: Food Category Market Research
12 Jan 2022

How to Launch a Brand: Food Category Market Research

Marketing Problem

A new food technology brand planned to enter the United States market with an innovative way of delivering cost-effective, tasty, and vegetarian-friendly consumables. Before launching the product, the brand wanted to understand the core target audience, generate excitement, develop a unique selling proposition, and refine a go-to-market strategy. The company commissioned Provoke Insights to develop a two-phase qualitative and quantitative research study.

Market Research Solution

Provoke Insights first conducted online focus groups to provide a deep dive into three core audiences, each with different eating habits. The goal of this qualitative research was to bring the target audience to life by developing brainstorming that revealed their wants, needs, and attitudes surrounding the brand.

Using the insights from Phase one as a guide, Provoke Insights conducted an online survey that included the following:

  • A segmentation categorizes consumers into distinct groups moving beyond basic demographics and behavioral characteristics. Using advanced analytics, this research method efficiently targets

consumers who have a higher propensity to purchase this food technology.  The process will provide the company with the size of each segment and potential acquisition numbers.

  • A MaxDiff to determine which brand attributes would most convince the target audience to purchase the new food technology.

Food Brand Research Results

The in-depth findings helped determine the following:

  • Bring to life the different segments. Split the audience into multiple areas to determine which audiences had the highest propensity to purchase. As a result, those interested in the brand were skewed towards certain demographics (e.g., age, ethnicity), behaviors/attitudes, and geographic regions. It allowed the company to easily find and communicate to the appropriate audience. 
  • Feature preferences. Using the MaxDiff technique, Provoke Insights found the most convincing features among the overall audience, in addition to those who were likely to try the product.
  • Market perspective & size projection. Now, the brand knows how many consumers in the United States are likely to try the brand. Provoke Insights provides detailed profiles of the followers of different dietary habits.
  • Name & branding recommendations. The insights gained from the research narrowed down terminology for the new food technology, in addition to providing the basis for brand strategy recommendations.
Interested in reading more on our past projects? Check out our other case studies here. 
Interested in our market research capabilities? 
Segmentation Research for a Car Insurance Go-to-Market Strategy
09 Jul 2021

Segmentation Research for a Car Insurance Go-to-Market Strategy

Marketing Problem

An auto insurance company planned to enter the United States market with a new type of policy that offered a more personalized service experience, better claim processing, and improved assistance during an accident. Before launching the product, the provider wanted to better understand the target market and determine if the insurance concept resonated among drivers. Additionally, the provider wanted to refine the brand concept, determine the best messaging for the product, and develop an ideal launch plan. The company commissioned Provoke Insights to develop a research study.

Beyond validating the concept, the company also needed to understand the emotional and psychological drivers that influence how consumers evaluate and select insurance providers within a highly competitive and commoditized marketplace.

Market Research Solution

Provoke Insights conducted an online survey that included the following:

  • A segmentation, which used an advanced analytics technique called factor analysis to generate themes. A cluster analysis followed to create sizable and meaningful cohorts.
  • A concept test to determine which unique selling proposition worked best
  • A MaxDiff analysis to determine which branding support points would most convince the target audience to switch to this insurance company

The research incorporated behavioral science principles and advanced analytics to uncover deeper consumer motivations, attitudes toward risk, and emotional triggers tied to insurance decision-making. Rather than relying solely on demographic segmentation, the study identified mindset-driven audience cohorts to help the company develop a more differentiated and targeted go-to-market strategy.

Research Results

The in-depth findings helped determine the following information:

  • Market penetration- Now, the insurance company knows how many consumers will potentially convert to the brand.
  • A market-wide perspective- Provoke Insights provided a comprehensive look at the different types of auto insurance buyers.
  • Ideal target Audience- Provoke Insights created manageable and sizeable cohorts determining which are sufficient and warrant investment. This analysis provides a deep understanding of why and how these prospects will connect to the brand.
  • Unique Selling Proposition (USP)- Provoke Insights helped determine which branding ideas most resonate with their ideal prospects.
  • Support points- The provider now knows which support points to lead with in the marketing materials.

The research ultimately helped shape a more emotionally compelling and differentiated market position by aligning the brand’s messaging, product benefits, and customer experience expectations with the needs of prospective policyholders.

Interested in reading more on our past projects? Check out our other case studies here. 
Interested in our market research capabilities? 
Market Potential & Pricing Research for a Wearable Technology
25 Jun 2021

Market Potential & Pricing Research for a Wearable Technology

Market Potential Problem

A luxury brand set out to establish a business case for a new innovative twist on luxury timepieces. This technology would be ground-breaking in the luxury watch industry, but needed research on market potential. The company commissioned Provoke Insights to develop a study focused on:

  • Developing a go-to-market strategy
  • Assessing the market size and interest
  • Determining the ideal product messaging
  • Evaluating the best and worst product features
  • Determining the ideal price at which the company could sell the product

Market Potential Solution

Provoke Insights conducted an online survey to measure market potential and pricing. The research also included:

  • A MaxDiff to determine what attributes would most persuade consumers to purchase this new luxury technology.
  • A Van Westerndorp Price Sensitivity Meter to determine the ideal price for the product.

Research Results

Provoke Insights firstly mapped and executed a go-to-market strategy for a luxury brand looking to break into the market. The results indicate high interest in wearable luxury technology, particularly among high-income Americans. As a result, the findings revealed the market potentials, the target audience, product concept feedback, and the ideal price range for the luxury technology. 

Though the target audience was niche, they offered a wide range of suggestions and feedback during the concept test portion of the survey. These perceptions are valuable to the brand as they directly access unique insights like potential customers’ opinions, attitudes, and product pricing. 

Interested in reading more on our past projects? Check out our other case studies here. 
Interested in our market research capabilities? 
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

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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

 

Online Focus Group Research For Nationwide Wellbeing Campaign 
15 Dec 2020

Online Focus Group Research For Nationwide Wellbeing Campaign 

This article will outline the online focus group research conducted for a national well-being campaign conducted for a federal agency.

Marketing Problem

A federal agency launched a point-of-sale campaign in 2018 in over 2,000 stores where cigarettes are sold. The agency was looking to improve the impact of the initiative. In addition, they were considering using other media channels as well as launching it nationally. Therefore, they wanted to understand insights regarding the target audience by conducting online focus group research.

The goal of the online focus group research was to gain a national perspective on the mindset of smokers and what motivates them to quit. Also, it aimed to understand the difference among the low socioeconomic groups and the young adult subsets.

The objectives of the research included:

  1. Understanding the audience’s mindset/attitudes around smoking, quitting, products, etc.;
  2. Gaining feedback on strategic messaging concepts to help refine and optimize the campaign; and
  3. Assessing existing creative from the campaign. 

Market Research Solution

Provoke Insights worked within the approved institution review board protocol to conduct thirty 90-minute online focus groups.

These groups included participants with the following inclusion criteria:

  • Interested in quitting smoking AND have tried to quit smoking within the past year but were unsuccessful, and
  • Currently, smoke cigarettes; or, are dual users of cigarettes and other tobacco products

Provoke Insights conducted focus groups among participants in 5 local markets; Philadelphia, Houston, St. Louis, Las Vegas, and Charleston. 

Research Results

Provoke Insights determined that a one-size-fits-all solution would not work for smokers. Reasons to quit are distinct depending on the life stage of the smoker. The qualitative results also explained how the creative was perceived and what to tweak for the new campaign. The qualitative research gave further nuanced insights into the habits, behaviors, and attitudes of this audience. One important topic that arose from the research was the need for education around vaping. 

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

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and finally, follow our social media accounts:

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Food Category Brand Launch: Secondary Research
07 Dec 2020

Food Category Brand Launch: Secondary Research

Marketing Problem

One of the largest indoor fish producers in the world was planning a brand launch of their fish in the United States’ wholesale market in fillet/frozen form. The initiative needed substantial investment from capital and investors wanted proven financial opportunity in the form of market research. In addition, the firm was looking for a value proposition and a three-year go-to-market strategy for research, marketing and communication tactics.

Market Research Solution

As a result, the food provider commissioned Provoke Insights to conduct a one-phase secondary research on the state and future of the wholesale fresh and frozen fish markets in the United States. Included in the process was the drafting of a three-year plan to map out public relations strategy, packaging design, media buying, and brand creative.

Research Results

Provoke Insights provided specific recommendations to the  producer on whitespace in the fish market, the target consumer for their product, and strategies to counter any barriers the company faced.  In the form of a 100-page PowerPoint report, Provoke Insights outlined the following:

  • Unique Value Proposition
  • Overall Fish Market
  • Understanding the Consumer
  • Aquaculture Market
  • Analysis of Competitor Positioning
  • Competitive Pricing Analysis
  • Demographics & Media Usage
  • Market Research Plan to Execute
  • Go-to- Marketing Plan Which Included:
    • Creative Execution
    • Media Plan
    • Packaging Design
    • PR Outreach

As a result, the secondary study determined market potential, ideal consumers that appeal to the protein, as well as buying habits and interests of those consumers, all in preparation of a brand launch.

In addition, the research was able to give a face to their primary audience and gain an understanding of some of the potential reach in the United States. Furthermore, the research was supplemented by strategies to design creative, handle packaging, create a media plan to get the brand advertised properly, and place in the press with a public relations team. Especially, coupled with a plan, Provoke Insights set up the producer with top teams in their respective fields to help them forward.

In conclusion, the research assisted in the product’s launch and path forward. The research both gave direction to the fish producer, but also provided validation for stakeholders to perceive the large market potential of the product.

Additionally, 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. Kitchen Home Improvement Advertising Testing 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

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and finally, follow our social media accounts:

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Secondary Research and Segmentation Research: Tech Product Launch
02 Nov 2020

Secondary Research and Segmentation Research: Tech Product Launch

Marketing Problem

An award-winning Canadian optical technology firm was planning a tech launch of its new product in the United States. Post entry into the United States, the company also wanted to understand the additional markets they should consider promoting the product in. 

To sum up, the tech firm wanted a research methodology that met the following objectives: 

  • Findings they could present to investors to support the product’s market potential;
  • Research that informed a go-to-market strategy for the United States;
  • Data that could provide an actionable market strategy and define the target audience (including buying habits and interests).

Market Research Solution

As a result, the company commissioned Provoke Insights to administer a two-phase research project. 

  1. In the first phase, Provoke Insights conducted secondary research to understand the global market potential. Using over fifty different secondary research resources, Provoke Insights provided a global perspective of the market opportunity.
  2. Subsequently, in this second phase, Provoke Insights conducted a segmentation study among 2,000 respondents. In short, this research determined the market potential, the different types of consumers who would purchase the product, and how their buying habits and interests differ. In addition, advanced analytics (a factor analysis followed by a cluster analysis) were performed to help define the technology key targets.

Research Results

The secondary research analysis provided specific recommendations on which countries had the most market opportunity for the new optical technology. Specifically, it included:

  • Profiles of different potential global audiences;
  • The size of ideal markets;
  • A summary of the worldwide market opportunity for hunters, hikers, campers, fishermen, outdoor enthusiasts, and technology/gadget aficionados;
  • Global market trends/opportunities;
  • Specific countries with an ideal opportunity for the new product.

The segmentation study determined market potential, ideal consumers that the new invention would appeal to, as well as buying habits and interests of those consumers. Moreover, from this information, Provoke Insights developed personas.

The research was able to give a face to their primary audience and gain an understanding of their reach in the United States. With the results, the company determined optimal global markets to enter (other than the US).

This was an essential step for the tech launch and global development. Not only did the research provide revelations about the potential of outdoor activities market and demographics of high propensity customers. It also provided validation for stakeholders to perceive the large market potential of the product. After the research was conducted, the invention was awarded a Top Tech at CES in 2019.

Read some of our past case studies here:

  1. October 6th, 2020: OTC Brand Research Survey
  2. August 13th, 2020: Kitchen Home Improvement Advertising Testing Research
  3. August 5th, 2020: Share of Voice for a B2B Global Manufacturer
  4. July 29th, 2020: Market Simulator & AI Qualitative for Leading Outdoor Company

Likewise, Read some of the blogs from our pros and cons series here:

  1. June 17th, 2020: The Pros and Cons of Online Focus Groups
  2. February 6th, 2020: The Pros and Cons of In-Depth Interviews
  3. July 13th, 2020: The Pros and Cons of Online Survey Research
  4. June 28th, 2020: The Pros and Cons of Message Testing

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