Segmentation Research for a Car Insurance Go-to-Market Strategy
09 Jul 2021

Marketing Problem

An auto insurance company plans to enter the United States with a new type of policy that offers a more personalized service experience, better claim processing, and improved assistance during an accident. Before launching in the market, the provider wanted to understand the target market better 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 form an ideal launch plan. The company commissioned Provoke Insights to develop a research study.

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 what unique selling proposition worked best
  • A MaxDiff to determine which branding support points would most convince the target audience to switch to this insurance company

Research Results

The in-depth findings help 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- We create 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 within the marketing materials.
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 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. 
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Rebranding Research for an Online Gaming App
18 Feb 2021

Competition for online gaming apps is fierce.  A popular game 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 Expansion Research for a Furniture Company
03 Feb 2021

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

This article will outline the online focus group research conducted for a national wellbeing 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. Due to the COVID-19 pandemic, participation rates were significantly lower than normal. As part of this audience was low income, it made it very difficult to recruit. As a result, the research company highly over-recruited per group for the goal of having 4-5 participants show.

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

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

Food Category Brand Launch: Secondary Research
07 Dec 2020

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

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

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

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

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

OTC Brand Research Survey
06 Oct 2020

Marketing Problem

A new topical over-the-counter (OTC) medication that relieves arthritis/joint stiffness, swelling, and pain was entering the market. As the market for arthritis pain relievers is saturated. There was a need to stand out from the crowd. For the launch of the initiative, the advertising agency and the pharmaceutical company needed the following methodologies in the brand research survey:

  • Brand positioning 
  • Claims messaging 
  • Sales forecasting data
  • Pricing analysis (determine the right price)

Brand Research Survey Solution

Provoke Insights developed an online survey that includes the following aspects.

Advanced Analytics

1. A MaxDiff and advanced analytics technique was used to test the claims. The MaxDiff is a trade-off analysis technique that can help determine which attributes directly influence the decision process. The MaxDiff is an alternative to a standard rating scale that often leads you to believe every attribute is essential. This questioning forces respondents to make choices between claims, which results in a more robust data set. The research tells you the exact amount an attribute leads to sales.

Brand Concept Testing

2. The survey included two concept statements, with each respondent only seeing one concept to prevent bias. Therefore, each concept was shown randomly to 300 respondents. The methodology provided actionable research.  as the concepts were not compared. Instead, each concept was rated on its own merit. After reading the idea, respondents answered what they liked about the description, any feedback they had, and their recommendations to improve the message. Results were compared to data from Provoke Insights’ norm database.

Pricing Sensitivity within brand research survey

3. Also, the research included a pricing evaluation utilizing the Van Westendorp pricing model. The method asks a series of price sensitivity questions to help determine the ideal cost. Results were plotted to visualize the right price range.

Research Results

As a result, the actionable nature of the research allowed the 4Jointz brand to decide on a concept, price point, and recommended claims – all in one survey. Provoke Insights also gathered the sales forecast data using the survey information as a baseline. 4Joints launched with great results, pleasing investors.

Check out some of our other case studies here:

  1. Kitchen Home Improvement Market Research Study
  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:

Twitter: https://twitter.com/provokeinsights

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

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

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:

Twitter: https://twitter.com/provokeinsights

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

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

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:

Twitter: https://twitter.com/provokeinsights

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

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