Kitchen Home Improvement Advertising Testing Research
13 Aug 2020

Marketing Problem

The global leader in quartz countertops wanted to launch its first commercial and digital advertising in the United States. The home improvement company already developed a commercial that was aired in other countries and wanted to determine its success in the United States. As a result, the home improvement company was only going to air a 6-week flight. Therefore, it reached out to Provoke Insights to develop a Pre & Post Advertising Testing Research to determine the commercial’s impact. 

The objectives of the research were to;

  • Determine how the advertisements impacted brand awareness;
  • Understand if current media spend is driving awareness;
  • Recognize how brand awareness holds up next to the competition;
  • Assess if the unique selling proposal resonated;
  • Understand the target audience’s needs;
  • Evaluate the countertop consumer decision process.

Market Research Solution

Given that the research had multiple objectives, the study included three phases: focus groups, Pre & Post Advertising Testing Research via a survey.

Focus Group

The focus groups were carried out in three cities: New York, Chicago, and Miami. The groups were among people currently looking to renovate their kitchen or bathroom countertops. In the groups, the participants viewed the commercial and provided their initial reactions and feedback. The consumer decision process was discussed, including brand awareness, consideration factors, price points, and what ultimately influences their decision. 

Pre & Post Advertising Testing Research

Provoke Insights conducted two surveys, one before the advertising campaign launch, and one six weeks after airing on the television networks. The study assessed if the consumers saw advertising for the brand and the competition. 

Research Results

The brand realized that the current advertising might work outside the United States. However, the current commercial needed some changes to resonate to the US market. The US market is saturated with brands. Moreso, they are competing against marble and granite where the consumer is not aware of any brand name. Consequently, causing brand confusion. As a result, the brand decided to change communication for the US market.

Check out some of our other case studies here:

  1. Market Simulator & AI Qualitative for Leading Outdoor Company
  2. Brand Strategy for a Major National Fitness Club
  3. Brand Strategy Research for a Rental Truck Company
  4. Content Marketing Research for Tech Companies: A Case Study

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

and finally, Follow our social media accounts:

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Share of Voice for a B2B Global Manufacturer
05 Aug 2020

B2B Research to Build Brand Equity

Marketing Problem 

A B2B global manufacturer with over 100 plants is at the forefront of technology, and clients include the Global 2000s. The company was confident that its service was superior to its competitors, but was unsure how its brand was held up in the minds of prospects and customers. The company wanted to understand its place in the market versus its competitors. At the time, the company was extremely sales-oriented, and substantial investment in marketing was something new to the manufacturer. As it stood, the sales team were the ones in control when it came to solidifying relationships, and they did not prioritize marketing initiatives and plans.

The company approached Provoke Insights, a market research firm, to understand how sales and marketing work together in driving the brand’s equity. The manufacturer also wanted to know how the competition used sales and marketing to drive share of voice (SOV).  

Market Research Solution

Provoke Insights conducted an online study among manufacturing decision-makers to understand its share of voice (SOV). The research aimed to measure the following four components that influence brand equity: advertising, press, sales, and receptivity. After the survey data was collected, a linear regression was conducted to determine the correlation between these results and the company’s success.

Also, the research evaluated overall brand perception, the performance of sub-brands, unique selling proposition, and how respondents rated their services. 

Results of the Research

While the manufacturer has similar awareness levels of its competitors, there was very little differentiation among the brands. Though the manufacturer believed the brand was more innovative than the competition, prospects did know this difference. However, the manufacturer’s customers saw its technology was better than the other brands. As a result, the manufacturer needed to educate prospects on the uniqueness of their technology.

Using a linear regression, the research also determined that the main drivers of awareness were sales calls, print ads, and speaking at conferences. Emails/newsletters and visiting the brand’s innovation center boosted familiarity.

The B2B manufacturing company used the report to improve its sales and marketing initiatives. The manufacturer was able to comprehend and use the following for future marketing/development:

  • The level of brand awareness compared to its competition;
  • Awareness levels of specific products/services;
  • Overall brand equity;
  • How the company was perceived;
  • Whether brand positioning resonated;
  • And the overall reception of the brand.

Check out some of our other case studies here:

  1. Market Simulator & AI Qualitative for Leading Outdoor Company
  2. Brand Strategy for a Major National Fitness Club
  3. Brand Strategy Research for a Rental Truck Company
  4. Content Marketing Research for Tech Companies: A Case Study

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

and finally, Follow our social media accounts:

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

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

Market Simulator & AI Qualitative for Leading Outdoor Company
29 Jul 2020

Marketing Problem

A leading outdoor company sold packs and bags on its website, Amazon, REI, and other specialty stores. However, the company had an opportunity to distribute its products with a big-box retailer. The retailer has 850 stores where 17 million people shop annually. While there was clear potential for selling the product at a large retailer, the company was worried about isolating the niche target audience that they had acquired and, in turn, damaging the brand’s equity. 

As a result, the outdoors company was looking for market research (quantitative and qualitative) to understand the pros and cons of this opportunity.

Market Research Solution

1.Quantitative

The first phase of the research was to understand how the leading outdoor company’s shopper base differed from the retailer’s clientele. A survey was developed to understand the following: buying behaviors, price points, product interest, shopping habits, expectations, and outdoor habits. The research also included a gap analysis to differentiate between the two audiences.

Further, to try and understand what the optimal backpack would look like for the new customer base, Provoke Insights conducted a conjoint analysis. The conjoint analysis helps a brand understand which combination of attributes is most influential in the consumer decision-making process (i.e., price, size, color, material, brand). This allows you to determine what the consumer is seeking, and how to best market the product among different audiences (in this case, the niche audience versus the big box retailer). The tool tests up to 100,000 combinations, and each dimension will have a utility score that ranks each attribute’s relative interest.

In addition to the research report, a market simulator was developed from the conjoint analysis to develop an ideal knapsack. The tool allowed the client to plug in a combination of attributes to determine potential sales. 

2. Qualitative

Part two of the research was conducted with online AI qualitative research. This phase delved deep into buying behaviors, product interest, purchasing/shopping habits, expectations, and potential product placement of knapsacks in the new store. It also asked about prospective marketing campaigns.

By using artificial intelligence to analyze verbatims in real-time, this qualitative approach is unique and powerful. The software’s dashboard allows participants to vote on ideas generated from the group session. It gives the qualitative method a quantitative twist. This approach helped gain understanding and provided the ability to probe for motivations and reactions. The methodology brings meaning to what we have heard – not just a summarization. It identifies how different elements establish relevance, impact beliefs, and influence consideration.

The participants were shown two knapsacks as well as four different in-store displays by other brands. Additionally, a picture of the store’s backpack section was screened.

Results of the Research

Provoke Insights determined that it would be smart for the backpack company to pursue mass distribution in the big box retailer. The qualitative/quantitative results also explain how their current clientele differs from the store’s customer. As a result, the company had to determine how to execute its marketing messaging for each audience.

The leading outdoor company also used the market simulator to help create a new line of backpacks for their new broader customer base.

The qualitative research gave further nuanced insights into their new patrons. They designed the following: a new ideal backpack would be for this customer and a display for their packs that is most appealing. They also got an understanding of the perception of their brand. The leading outdoor company also discovered several marketing initiatives to help with the brand launch. 

Check out some of our other case studies here:

  1. Brand Strategy for a Major National Fitness Club
  2. Brand Strategy Research for a Rental Truck Company
  3. Content Marketing Research for Tech Companies: A Case Study

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

and finally, Follow our social media accounts:

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Marketing Strategy for a Major National Fitness Club
23 Jul 2020

Background

An American chain of gyms in over 100 locations in 14 states approached Provoke Insights to consult on the marketing strategy for the fitness club. Our agency was created by advertising strategists who also have a strong background in market research, making Provoke Insights a fit for these marketing initiatives. The session led to the development of a creative brief and a strategy deck used to help launch its new advertising multi-channel campaign. 

Marketing Problem

The health club’s past marketing initiatives placed emphasis on price. Focusing primarily on price made it difficult for the company to stand out in a saturated marketplace. Price is a functional, unique selling proposition. As a result, many other gyms used the same fundamental message leading to a pricing war. Gyms kept on lowering their price to stay competitive. As a result, “low cost” is not a sustainable branding solution long-term. More so, fitness clubs were now competing against new types of working out from the popularization of Classpass to gyms that specialize in only one activity (e.g., spinning, pilates).

The fitness center needed to stand out from the crowd. As the company was looking to expand its footprint and its core offering, it needed to find a more emotional brand differentiator. 

The health club commissioned an advertising agency to launch an up-to-date 360-degree marketing strategy campaign. The new campaign’s goal was to increase awareness of the company and differentiate from the competition without invoking price. However, moving beyond a price play caused issues with stakeholders within the company, who did not align with other brand differentiators. 

Furthermore, Several stakeholders held contrasting views, and the advertising agency had difficulty gathering all parties to discuss the path forward. A consensus was needed to move forward with a marketing strategy plan. Thus, Provoke Insights was welcomed to moderate a session with key stakeholders, gain alignment of viewpoints, and develop the strategy.

Market Research Solution

Provoke Insights used the following model for the workshop: 

  1. Review all background information including past advertising analytics, creative, research, and overall industry trends
  2. Create a marketing strategy report/deck and exercises to keep the session focused (keep the conversation on track and not going off tangent)
  3. Professional moderated the meeting – the key is to ask the right questions, probe when necessary, listen aggressively, and stay on track
  4. Develop a marketing strategy report and a creative brief from the background data and the in-person session. 

An experienced moderator led a half-day strategy brainstorming session. The following information about the brand was assessed to find its unique identity:

  • Self-identity
    • Who are you?
    • What makes you distinct?
    • Why are you relevant?
  • Audience
    • Who uses your service?
    • How does the brand make them feel?
    • Are they satisfied?
  • Communicate
    • Are prospects and customers hearing what you want them to?
    • Is your brand recognizable?  
  • Perceived
    • What is working?
    • What is not working?
    • Are expectations met? 

Results of Marketing Strategy Session

The moderated session allowed the stakeholders to voice their opinions in an organized and constructive manner. Looking at the brand regarding self-identity, audience, communication, and perceptions allowed leadership to look beyond a conversation about price and assess what a real brand differentiator is. 

As a result, the company aligned on a new marketing strategy for the fitness club, and the advertising agency developed a full campaign against the plan that Provoke Insights developed.

Checkout some of our other case studies here:

  1. Brand Strategy Research for a Rental Truck Company
  2. Content Marketing Research for Tech Companies: A Case Study
  3. Sunpower: An NPS and Competitive Assessment Study
  4. Jewelers of America: Mixed Methodology Market Research Study
  5. USPS: A Thought-Leadership Research Case Study

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

and finally, Follow our social media accounts:

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Annual Ad Testing Campaign for OTC Drug Company
16 Jul 2020

Marketing Problem

TV and online commercials are popular ways to increase brand awareness, equity, consideration, and usage. One of the most popular laxative brands uses this advertising tactic to maintain its strength in the US market. As a result, every year, the brand refreshes its advertising. 

The laxative brand advertising agency often comes up with multiple commercials to test. As a result, the companies commission Provoke Insights every year to determine which campaign idea resonates with its core target audience. 

By testing the ad concepts before producing the commercials, the laxative brand can select the idea that will be most successful. It also allows the agency to enhance the commercial before final production. 

Subsequently, the ad agency produced video storyboards in order to test the commercials before production. 

Market Research Solution

Provoke Insights conducted an online ad testing survey among those who suffer constipation. Respondents see one video (at random) using a monadic test. Monadic ad tests prevent bias because respondents only see one concept at a time. That way, the other concept ideas will not influence their opinions. 

The test included the following:

  1. Video of the commercial;
  2. A question on unaided brand recall;
  3. An open-end explanation of the commercial’s central message;
  4. An assessment of the video against a list of traits (likelihood to purchase, innovative, etc.). During the analysis, we compared traits to overall and OTC industry norms. 
  5. The survey showed the commercial a second time, and respondents use an in-house video sentiment tool. The interactive tool allowed respondents to click on parts of the ad they liked or disliked, allowing for real-time feedback.

Also recommended by Provoke Insights was the MaxDiff technique to test messaging used to interest the OTC to consumers. Max Diff is used to understand which attributes influence the purchase decision. The Max Diff is a great option compared to a standard rating scale, which often leads one to believe that every claim is essential. This questioning forces respondents to choose between statements, resulting in a more robust data set.

The survey randomly presents five attributes at a time to respondents, who then rate each one. Then, once all of the responses are collected, the analysis predicts each possible combination’s response. This gives an exact amount that an attribute leads to sales, and how much more valuable they are than the other qualities.

Results of the Research

The annual research study was fielded every year before the launch. Each time Provoke Insights conducted the study, a clear winner emerged as the right campaign to launch. Each video, including the winner, had feedback and comments so that the videos could be improved.

One year, an ad tested exceptionally negatively. The majority of respondents did not like the ad and found it offensive. The OTC brand did not move forward with the commercial and avoided hurting their brand equity. 

The MaxDiff feature gave a ranked list of 20 attributes. The search allowed for the ad agency to decide on the most resonant message among their target audience.

Checkout some of our other case studies here:

  1. Brand Strategy Research for a Rental Truck Company
  2. Content Marketing Research for Tech Companies: A Case Study
  3. Sunpower: An NPS and Competitive Assessment Study
  4. Jewelers of America: Mixed Methodology Market Research Study
  5. USPS: A Thought-Leadership Research Case Study

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

Brand Strategy Research for a Rental Truck Company
10 Jul 2020

Marketing Problem

A top American rental truck company (with hundreds of locations throughout North America) was looking to separate itself from the competition and understand the drivers of brand consideration. Specifically, the B2B company was looking to see how to increase the number of customers and the frequency of rentals. In particular, the goal was to grab market share from the competition and increase and those using more than one rental company. Subsequently, Provoke Insights was commissioned to develop a two-phase market research plan. 

Market Research Solution
1. In-depth Interviews Among Fleet Decision-Makers 

The research evaluated the target audience’s attitudes and perceptions of the rental process. To clarify, these interviews also aimed to uncover which elements drove a rental company’s selection and the difference between prospects, current customers, lapsed customers, and dual rental company users. 

2. Quantitative Research among Fleet Decision-Makers 

The survey phase utilized the in-depth interview findings to develop a questionnaire that evaluated the truck rental process regarding expectations, awareness, consideration, satisfaction, and needs.

As a result, a max diff technique was used to understand which attributes are most influential to the buying process. In short, the Max Diff is an alternative to a standard rating scale that often leads you to believe every claim is essential. Especially, this questioning forces respondents to make choices between attributes, which results in a more robust data set.

For example, with 20 attributes selected, there is a possibility of 3.2 million combinations. The analysis predicts what the response will be for each possible combination. The research ultimately tells you the exact amount an attribute influences sales. 

Results of the Research

Provoke Insights garnered insights to develop a brand strategy based on the research results. The plan guided the development of a full multi-channel advertising campaign. The rental truck company was able to create a campaign based off of learning the following information: 

  • The brand’s unique selling proposition;
  • Identification of key drivers to increase the number of rentals;
  • What traits/combo of traits lead to rentals, both compared to the competition and what’s relevant to consumers;
  • Customization based off of the needs of the company requiring the fleet;
  • Brand perception and consideration versus the competition.

Read some of our recent case studies and blogs here:

  1. NPS: An Explanation & Its Importance
  2. COVID-19 and Conducting Market Research
  3. Sunpower: An NPS and Competitive Assessment Study

IN ADDITION, 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

Content Marketing Research for Tech Companies: A Case Study
03 Jun 2020

Marketing Problem

It is difficult for a brand to stand out from the competition in today’s saturated media environment. As a result, it is hard for brands to show that they are thought leaders; this is especially true in the tech industry where competition is fierce, and there is intense pressure for high growth. Thereby, original research is an essential way for brands to generate awareness and engagement. As a rule, it establishes the brand as a leader in its field.

Provoke Insights works with a variety of technology companies to conduct research for content marketing purposes, including Apttus, SkilledUp (acquired by Apollo Education), eToro, and A10 Networks. Beyond, these technology companies want to conduct effective and breakthrough thought leadership research to help build a strong reputation in the tech sector. As the leader in research for content marketing research, these companies reach out to Provoke Insights.

Research for content marketing is one of Provoke Insights’ three specialties. The company speaks about the topic at conferences, trains other researchers, and is featured in multiple industry journals on the subject.

Market Research Solution

For our technology clients, Provoke Insights uses our unique methodology to produce research that leads to the most engagement; this includes:

Secondary research. Firstly, by utilizing available information, news, and social listening, Provoke Insights digs in and finds the trending subjects that are engaging consumers. In the same vein, Provoke Insights also considers topics that are getting a little too much media, maybe overreported, and that should be avoided in research.

Develop potential headlines. Secondly, we create ideal or optimal headlines. Importantly, these headlines should excite and interest readers and focus on topics that popped up as engaging in the secondary process. Most importantly, SEO is a driver of these headlines, as we want to make sure that content developed performs well on the internet.

Design Questionnaire. After developing the headlines, Provoke Insights works with the client to design a questionnaire that gives answers to the questions posed by the headlines. Therefore, the headlines are used for directional purposes and do not assure the outcome of survey results. The questionnaire is then programmed online by Provoke Insights, and the research study is conducted.

Mini-Reports. After finishing the survey and collecting responses, Provoke Insights develops a series of mini-reports for each topic/headline. These mini-reports are written in a way that intrigues readers so that they want to click on and read the full research findings.

Pitch An Exclusive. Moreover, with more than one story angle, these tech companies can often pitch research exclusives with multiple journals or news sources.

Multiple Uses. Concluding in using the research for various sources. These sources include blogs, social media, newsletters, email outreach, and websites to keep the buzz going. Many times the research is also used for sales collateral.

Results of the Research

The result of the research has helped tech brands gain notoriety and position them as thought leaders. ROI and metrics are proven for this method.

  • Tech thought leadership is six times likelier to be shared than most articles on clients’ websites.
  • Facebook posts of thought leadership research gain approximately 30 times more engagement than other posts.
  • The tech companies often used the full report to gather contact information and received hundreds of leads from users looking to read the results.

Some Ways These Brands Used The Research

SkilledUp

eToro

Apttus

A10 Networks

Read some of our recent case studies and blogs here:

  1. NPS: An Explanation and its Importance
  2. COVID-19 and Conducting Market Research
  3. Sunpower: An NPS and Competitive Assessment Study

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

Sunpower: An NPS and Competitive Assessment Study
18 May 2020

Background & Marketing Problem

Sunpower is a top solar panel company with retail in over 20 countries worldwide. Founded in 1985, the American energy company has manufactured solar panels for 35 years. The manufacturer was one of the first solar power companies, coming as a result of research conducted at Stanford University. In need of understanding their place in the solar power marketplace, Sunpower was looking for an NPS study.

Sunpower approached Provoke Insights to conduct an annual survey on the solar consumer purchase journey. Already a leader in the field, the company wanted to better understand its standing compared to the competition. The provider wanted to identify any competitive advantages and contemplate improvement efforts. In addition, an economic model was developed as a result of the research. Finally, the company wanted to gain a better understanding of its top competitors, as well as determine essential awareness, purchase, satisfaction, and referral drivers.

Market Research Solution

One of the best ways to understand how customers view your company’s product is through Net Promoter Score (NPS). NPS is a score that ranges from -100 to 100, which measures how likely a consumer is to recommend a product to a friend. The method helps measure both success and brand loyalty. NPS changes conducted over a period of years also helps highlight how a brand is either progressing/regressing in terms of its product’s reception.

Provoke Insights developed and conducted a 30 minute, 80 question survey among solar power customers with solar panels installed on their roofs. Accordingly, the survey was sent to both customers of Sunpower and its competitors. Further, a structural equation model was used to determine which attributes were drivers of NPS score and by how much.

Results of the Research

A comprehensive report was developed that provided a clear understanding of the market, and how the solar panel company compared to the competition. The annual analysis gave Sunpower a yearly benchmark to compare their position versus competitors in the market. In addition, the analysis helped Sunpower understand what drives awareness, and sales, and how to challenge the competition.

The information was used to drive key decisions in marketing, customer services, and the sales process. You can read more about the research here: https://solarbuildermag.com/news/fact-people-want-solar-energy-stats/

Jewelers of America: Mixed Methodology Market Research Study
14 Feb 2020

Background & Marketing Problem

Who are Jewelers of America and why do they need market research? The jewelry industry needed to better position itself in today’s rapidly evolving marketplace. The fine jewelry industry was starting to see a plateau in sales and wanted to improve growth overall. Jewelers of America (JA) is a non-profit trade association that was founded in 1906. The aim was to advance the professionalism and ethics of the jewelry industry. Today, the luxury brand association aims to improve consumer confidence through advocacy in public, government, and industry affairs. It also aims to enhance consumer marketing and public relations efforts. 

Objectives

Jewelers of America approached Provoke Insights to conduct market research. The objectives of the research were to:

  • Get buy-in from association members
  • Understand the members’ target audience
  • Guide the strategic development of a national advertising campaign

Market Research Solution 

Provoke Insights designed a three-phase research plan:

In the first phase of the research, Provoke Insights developed a 10-minute online survey. The survey was open-ended in nature to garner valuable insights from association members. This round of research provided JA with an extensive understanding of trends, purchasing patterns, and customer insights among 257 association members. Provoke Insights used to aid the development of the consumer survey and to understand trends in the industry.

The second phase of research assessed buying habits, attitudes, and interests in the fine jewelry and luxury sector. It also set out to evaluate who had the highest propensity to purchase jewelry and the size of each segment. A twenty-minute online survey was conducted among 2,019 high-net-worth respondents.

Provoke Insights used advanced analytics to create a segmentation to find who has the highest propensity to purchase fine jewelry. Secondary research supplemented the segments developed from quantitative research in order to develop personas.

    • Provoke Insights found that there are two main groups of target jewelry consumers: the “jewelry enthusiast,” a woman in her 30s who is married with children with a combined household income upwards of $100,000, and the “young and indifferent,” a woman in her 20s who is single, without children and making less than $100,000. 
    • Both live in cities and suburbs, watch TV and engage in social media. The former makes up 8 percent of the U.S. population, or about 25 million people, and the latter 11 percent of the U.S. population, or about 35 million.

In the third phase, Provoke Insights created a video of the findings for Jewelers of America to use as a promotional video internally in order to generate buy-in/excitement for the ad campaign and fundraise. 

Results of the Research

Using Provoke Insights’ research and strategic direction, Jewelers of America was able to fundraise and develop an upcoming ad campaign for 2020. The advertising company hired by Jewelers of America used the research in order to inform the advertising campaign and target the segments that were recommended to them. You can read more about the campaign here. 

You can read more about jewelry and market research here.

USPS: A Thought-Leadership Research Case Study
24 Jan 2020

Thought-leadership research for content marketing strengthens a brand’s credibility, generates awareness, increases engagement, and build new leads.

Marketing Problem

e-Commerce companies often have difficulty with return management and reverse logistics. Issues include fragmentation, siloed functions, and some companies even have no return operation policies in place. These problems often cause issues such as redundancies in costs and efforts.

The United States Postal Service was looking to help businesses deal with the accelerating realities of the online purchase returns landscape. Therefore, to provide the most pertinent information, the government agency wanted to understand: 

  • How do retailers structure and communicate their e-Commerce return policy? 
  • What types of logistics solutions are in place to set them up for success with returns?
  • Create a competitive benchmark to help companies understand that their returns policy is up to par. 

So, the government agency on-boarded Provoke Insights in order to create thought-leadership research by conducting quantitative research to help companies understand if their returns policy is up to par. Thus, the aim of the research was to provide original content on this topic for USPS to generate engagement on the USPSDelivers blog for logistics and operation professionals. 

Market Research Solution

Provoke Insights conducted an online survey among 300 professionals involved in the reverse logistics process. With that in mind, the survey was designed to gather content marketing insights on the following topics: 

  • How companies self-assess their returns policy;
  • Barriers, challenges, and concerns that companies have when it comes to returns;
  • Solutions and tactics in improving efficiencies during the reverse logistics process.

Results of the Research

USPS was able to use the research for content marketing and thought leadership purposes. They published a report on the USPSDelivers blog – read the report here. The B2B target audience can use the results to understand how to improve the reverse logistics process.

The market research firm found that implementing new technologies is an essential way to help the reverse logistics process and that a tenth of companies don’t have reverse logistics policies in place. 

Most importantly, USPS was able to position itself as a thought-leader in the field and differentiate itself from the competition. The results were recently published the full report on USPSdelivers.com and it can be found here.