Beyond quant. Beyond qual.
Just smart research.
Ad perception testing
Choosing the right creative visual presentation for a marketing campaign can make or break products’ market success, so understanding why some ads work while some miss the mark is essential.
Challenge
PROVEN AND FAMILIAR LOOK VS. BOLD NEW DIRECTION
The Caribou Coffee marketing team was evaluating new creative approaches for ads promoting two of Caribou’s favorite product flavors. It was a potentially radical departure from the established brand renditions, and it was necessary to test the new ad’s alignment with Caribou’s strategy and brand values.
GroupSolver’s task was to help the Caribou team understand how well the ads communicated the desired brand image to customers and to identify which aspects of the campaign resonated—and which didn’t.
Solution
Customers have their say
The GroupSolver team launched a randomized monadic study and, in a matter of a few days, collected and measured reactions to the ads from existing and potential Caribou customers in a key metro area. The results provided both quantitative and qualitative metrics that allowed the Caribou team to make an informed decision.
Outcome
Picking the winner
The study allowed the Caribou team to quickly compare the likely effectiveness of the ads. They learned that one particular creative approach resonated with study respondents, and was more effective in communicating the desired brand strategy to the consumers, while another one was a clear miss.
What would it be like to brew your own beer?
Wikipedia describes homebrewing as brewing of beer on a small scale for personal, non-commercial purposes. What it does not mention is the positive impact it can have on the social life of Millennials. GroupSolver conducted this study in January 2017 with our client, Mr.Beer®, who simplifies the science behind home brewing.
Market validation for a new master's degree
Launching a new degree is a major endeavor for any university. For a new program to be successful, it has to address a real market need and meet the expectations of its future students.
Challenge
Launching a new master's degree
When the leadership of the Joan B. Kroc School of Peace Studies from the University of San Diego considered launching a new master’s degree, they were in uncharted territory. What is the market for an innovative, interdisciplinary master’s degree? Who are the target applicants, and what will be their expectations from such a degree?
Solution
Asking students
GroupSolver reached out to college graduates who showed a particular interest in the new program’s subject matter. The data helped estimate the potential size of market demand for the degree (which was significant), identify the motivations and habits of interested candidates, and evaluate their willingness to enroll (and pay tuition).
The data revealed, for example, that professionally successful millennials are particularly likely to commit to the new degree – a finding that will allow the school to better target program applicants.
Outcome
Shape the program
The School’s leadership will use insights from the study to decide when to launch the new program and how to shape the program’s curriculum. With the feedback pointing to strong interest among key target demographic – millennials in particular – we certainly hope it will get a green light soon!
Building and launching a new app
Before building a beta product, a tech start-up wanted to test the concept with customers to ensure its product-market fit.
Challenge
Product-market fit
A fundamental problem for a start-up – and a key to its survival – is finding the product market fit. Building a product that addresses a market need and delights its users requires a deep understanding of the customers’ needs. This is what GroupSolver set out to uncover.
Solution
Hearing the customers speak
Using open-ended questions, our study looked under the “hood” of potential users and asked them about their pain points. We enquired about “what would the app need to do” in order for them to download and use it. Combining these answers with a renewed understanding of customers’ willingness to pay for these features, GroupSolver was able to discover the value-creating elements of the app that the development team should focus on.
Outcome
Finding the niche
While many potential customers were indifferent to the solution, there was a strong and sizeable minority for whom the app would solve a real problem. With a clear direction from those customers, our client was able to define its target and get back to coding.
Rapid ideation and idea validation
The City of Orem needed to make a quick decision on a dog park project, but didn’t want to proceed without listening to the opinions of its citizens.
Challenge
Last minute decision
The City of Orem was planning the construction of a new dog park. With only 24 hours to go before revealing the plan, city leadership wanted some last-minute feedback and validation from its citizens about the park features they would include in the final design.
Solution
Citizens let their bark be heard
GroupSolver launched a study immediately and received over 200 responses from eager citizens. We were able to provide Orem with the Top 10 most desired features and with information on the features in highest demand among target demographics.
Outcome
A happy, tail-wagging city
The study allowed the city to present their plan with the voice of their citizens and the data needed to back it up, all within the 24 hour deadline. The citizens got their say, the city got its data, and the dogs who live in Orem City couldn’t be happier.
Product pricing
It is easy to leave money on the table if the product is priced too high or too low. But what is the best pricing strategy, and why is that particular strategy most profitable?
Challenge
Pricing for a refreshed brand
Lagging market share triggered a brand redesign for this up-market product. Rebranding offered an opportunity for a fresh look at its pricing. The challenge was to understand what aspects of the product customers would pay more for, so that the company could emphasize them in its marketing.
Solution
Quantifying text answers into regression analysis
We combined a willingness to pay analysis with answers to open-ended questions to understand what impact comments on packaging (verbatims) had on their willingness to pay for the product. A regression analysis showed that specific language in labeling could increase the price premium by as much as 15%.
Outcome
Marketing reimagined
Based on the results of this study, our client picked the packaging and marketing approaches that best emphasized the value-adding attributes of the product. It helped them further differentiate themselves from the low price point of mainstay competitors.
What your shoes say about you
The shoe industry is a juggernaut. Everyone needs at least a few good pairs of shoes and some people won’t stop until they have an entire closet full. Whether it’s freshly released Jordans or the newest Doc Martens, people are willing to dish out hundreds of dollars to make sure they are wearing the latest trends. To meet this demand, companies like Nike and Adidas have stepped up to market everything from casual, everyday sneakers to the most cutting edge athletic shoes. So, with all of these brands out there, how can you be sure you are getting the best pair of kicks? Well, to better understand what drives people when they buy new athletic shoes, GroupSolver conducted a full-length study that broke down popular brands and what they represent to their customers.
New product design and market launch
Market preferences change more rapidly today than ever before. Companies need to keep pace by bringing new products to market, but introducing new products without hearing from target customers first can be disastrous.
Challenge
Reinventing the brand under attack
A major food brand had a mainstay product on the market for years, when it came under attack by a more natural-branded competitor. The company needed to develop a new product in a hurry in order to keep customers from switching to the challenger.
Our client had several product solutions ready, but each of them required a capital investment into a specific production technology. Choosing the wrong product could spell a financial disaster and potentially threaten the brand itself.
Solution
Selecting the best option to launch
GroupSolver ran a monadic test to evaluate each presented option and understand why specific product options resonated (or didn’t resonate) with customers. We evaluated the visual appeal, product labeling, and health claims associated with each option.
Outcome
Making the capital investment
Based on the market research, the client was able to make a fact-based and customer-driven decision to rejuvenate its brand. We will watch its upcoming success on grocery store shelves.
Healthcare system from the patient’s perspective
Healthcare is one of the most profitable industries in the United States, but is it also one of the most caring for its customers? How well is it doing? GroupSolver conducted this study in November 2016 and January 2017 with a total sample size of 653 respondents.
