Case Studies: Real Talk in Action
Fueling a brand evolution
OPPORTUNITY
A major automotive company was embarking on a multi-year journey to modernize its brand. New products and revolutionary designs had the potential to change consumer perceptions, but only if the brand kept in sync.
APPROACH
We created a custom insights community of target customers to quickly explore marketing concepts in different phases of development using a combination of focus groups, one-on-one interviews, and surveys.
IMPACT
Real Talk provided a platform for rapid inspiration, iteration, evaluation, and optimization of marketing concepts that built decision-making clarity and consensus. This is helping guide a cohesive and successful long-term brand evolution.
Improving a luxury brand’s emotional quotient
OPPORTUNITY
Being chosen as a ‘brand for me’ became a top priority in the C-suite for this luxury brand. It was a question asked on their brand tracker for over 20 years, but they didn’t understand what drove it.
APPROACH
We used a sequence of innovative quantitative and qualitative techniques to uncover the deeper meaning of ‘brand for me.’
IMPACT
Through our analysis, we built a framework for understanding this metric and what it takes to achieve it. Armed with this knowledge, the brand now has actionable ways to improve this all-important KPI.
Creating new relevance for an old spirits brand
OPPORTUNITY
A global spirits brand was introducing their first major new product in over 80 years. Initial concept tests showed promise, but building distinctive positioning would be tricky.
APPROACH
A series of sensory-focused qualitative sessions including taste-testing with target consumers in five countries helped evaluate and guide development of potential positioning and creative platforms that would work across markets.
IMPACT
Our research and insights provided clear direction for when and how to serve it, describe the taste, and crafting a position that complemented rather than cannibalized their all-important core product.
Attracting new customers without alienating loyalists
OPPORTUNITY
A fast-growing personal care brand was seeking new avenues to scale their growth domestically and internationally without alienating the brand’s loyal fans.
APPROACH
An in-home journaling exercise about appearance and personal care routines was followed by a sequence of online focus groups. We explored purchasing behaviors, degrees of loyalty, emotional connections to the brand and its competitors, and reactions to early strategy and creative ideas.
IMPACT
Our research uncovered opportunities for deeper connections and the foundation for a new brand positioning and creative strategy. It provided insights to successfully balance the needs and feelings of core customers and new ones in marketing communications.