AUDIENCE MOTIVATION RESEARCH
- Associations: Identifying New Opportunities for a Mature Product Category. An iconic consumer product industry aimed to inject new life into its brand. Our team analyzed audience motivation using our powerful brand architecture approach to uncover key strengths of the existing marketing campaigns and to pinpoint additional opportunities for growth. Our recommendations led to an updated communications strategy and effective new tactics for capitalizing on its well-respected and easily identifiable product symbols and taglines.
- Consumer Packaged Goods: Finding the Magic of Summer. A major beer manufacturer required in-depth market research related to summer consumer shopping and consumption habits in order to build more effective programs and campaigns. We used multi-phase motivation research approaches in several markets with varied, rigorous, qualitative research techniques to gain insight. Our study informed decisions about brand positioning and advertising, in-store signage and displays, and high-profile cross-merchandising programs to enhance name recognition and sales.
- Consumer Packaged Goods: The Best for Technology Customers. A leader in consumer electronics wanted to better understand technology consumers’ goals and expectations in order to maximize store positioning and customer experience. We provided extensive audience motivation research that guided new positioning, more targeted communications strategy and changes in the product portfolio, store layout, and customer processes related to shopping, delivery and installation. All of these factors improve overall consumer experience and enhance corporate image.
- Financial Services: Reducing Attrition. An online financial services provider was struggling to understand significant customer attrition on its new product line. Artemis Strategy Group utilized comprehensive customer satisfaction research to identify opportunities for improvement. Our research yielded insights to improve both corporate operations and product targeting to better retain customers. We also helped our client put in place concrete strategies and tactics to ensure the success of future product launches.