Artemis Strategy Group

Case Studies Archive

Refueling Athletes: Capitalizing on a Ripe New Market for an Existing Product

The Situation

The beverage market has exploded over the past decade, and one of the most active markets is consumers who refresh, replenish or refuel after athletic activity. MilkPEP, the organization behind the National Milk Mustache “got milk” campaign, saw an opportunity: a new market for an existing product. They realized that they needed product development research.

hn1Chocolate milk, universally known but commonly viewed as a kid’s drink, has properties that make it uniquely appropriate to help a serious athlete recover from a strenuous workout. MilkPEP and its ad agency, Deutsch, conceived several alternative creative approaches, but they needed to understand the athlete market better to determine which would have more impact. They came to Artemis looking for research that would help assess these approaches and provide insights on the motivations that drive athletes.

Our Recommendation

Artemis Strategy Group developed and executed a research plan that engaged athletes in their real-time training locations to determine how refueling fit into their routine. We interviewed athletes from different sports and with different levels of exercise intensity at their gyms, fitness centers and universities across the country. The research identified a deeply personal motivation to work out that made selection of a campaign approach easy. Research results also helped show the variations in behaviors and motivations among athletes engaged in different levels of exercise intensity.

The Outcome

This was a breakout initiative on the part of MilkPEP, pushing into a promising sector of the beverage market where it had not previously been a player. The Artemis research helped the client identify the powerful “big idea” to fuel a creative campaign that leverages the existing equity of the product and taps into athletes’ goals, aspirations and values. Look for it at top athletic events!

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Motivating Consumers to Adopt New Technology

The Situation

The U.S. Department of the Treasury has worked for years to move payments to and from the government from paper format to electronic, a new technology implemented primarily to save money but also for efficiency and security reasons. In the early 2000s it was focused on how to encourage the last 20 percent of Social Security and Supplemental Security Income (SSI) recipients to accept direct deposit payments from those programs. The target audience was defined by its program participation and its lack of acceptance of this technology. But its motivations were a mystery. Was there active resistance? Lack of awareness? Physical impediments? Something else? There was an “understanding target audience” gap.

Our Recommendation

In this research, Artemis Strategy Group determined that the critical contextual insight was related to the SSI recipients. For many, life posed so many challenges that even a seemingly minor decision like direct deposit was overwhelming. In addition, they retained a strong attachment to the tangible aspects of physical checks. It was clear that any effort to change behaviors had to address this larger spectrum of life issues as well as offer a psychological substitute for the perceived emotional rewards of a paper check.

The Outcome

Our insights on the target audience’s larger contextual issues encouraged the Department of the Treasury to change the way it spoke to recipients about direct deposit by focusing on the dimensions that connected most clearly with the underlying needs of this population. Ultimately a new delivery mechanism (prepaid cards) was adopted by the Department of the Treasury to help overcome the strong attachment to the tangible nature of checks.

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Thought Leadership: PNC “Perspectives of Retirement”

The Situation

In 2012, PNC Bank asked Artemis Strategy Group to help support the bank’s position as a leader in the crowded world of retirement planning and investment advice by conducting thought leadership research to generate original insights on public attitudes and behaviors. This approach builds on the core strengths of Artemis and extends PNC’s powerful thought leadership communications program.

Our Recommendation

We began this assignment with two preparatory analyses designed to create a stronger platform for public surveys. One was our “white space analysis” to identify open opportunities. These custom analyses are critical ingredients in our success with thought leadership studies. The second was an in-depth qualitative examination, using our Motivation Research approach to isolate emotional hot buttons deserving attention in the studies that followed. This emphasis on finding the motivational drivers is a critical ingredient in any communications campaign, so critically important to build into a thought leadership program.

The first Perspectives of Retirement Study (July 2012) captured the attitudes of more than 1,000 high-net-worth individuals nationwide, accurately categorized as “successful retirement savers.” The study focused on some of the ingredients of their success: determination, early saving and discipline. The results from this study were publicly released and picked up by major national media outlets as well as a wide range of local outlets that are important targets for this campaign.

PNC has a history of building valuable thought leadership properties through consistent effort. So it made sense to extend this initial success with an ongoing program of research on retirement. Artemis continued its national surveys, adding opportunities for additional insights with special survey add-ons for probing key concerns and with audience modifications that create new kinds of comparisons.

The second Perspectives of Retirement Study (January 2013) revealed the avoidance that many high-net-worth Americans associate with retirement planning. PNC used this triggering message to communicate simple steps people can take to lock in good financial planning habits.

The third study in the series (July 2013) was expanded to adults of all financial means, allowing for comparisons among households that differed widely in means and retirement preparation. This survey drew out important inconsistencies in pre-retirees’ expectations about when they expect to retire and how well prepared they are, partly by showing that many early retirees left the workforce earlier than they planned.

The Outcome

This body of research has served PNC Bank’s goal of elevating the visibility of its thought leadership position in retirement financial services. The bank has capitalized on the insights from this unique research not only to raise its public profile but also to support internal training, marketing collateral creation and even product development.

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Identifying Real-Time Perspectives of Financial Advisors for Eaton Vance

The Situation

Eaton Vance, a leading global asset manager whose history dates to 1924, was interested in learning about the primary concerns of U.S. financial advisors, their opinions about market sentiment and what issues they typically address with their clients throughout the year. The goal was to create a thought leadership initiative that would provide useful, real-time information to financial advisors, asset managers and the media, raise awareness of the Eaton Vance brand and engage with market influencers.

Our Recommendation

We worked with Eaton Vance to develop the Advisor Top-of-Mind Index, or “ATOMIX,” an ongoing measure of how concerned advisors are about important issues such as generating income, managing volatility, reducing taxes and growing wealth. ATOMIX is derived from a quarterly survey of more than 1,000 financial advisors that tracks their opinions about these issues, as well as timely market events, over time to see how perspectives change with the market—or not.

The Outcome

We’ve been working with Eaton Vance to conduct this survey quarterly since 2013. What began as a small study has evolved into one of the largest quarterly surveys of financial advisors. Eaton Vance tracks how financial advisors’ perspectives change over time as the markets change. Through the ATOMIX survey, we’ve found that advisors’ concerns do change with the market, and clear trends have emerged. Eaton Vance presents the latest quarterly results on its website via reports, infographics and video. Furthermore, Eaton Vance investment professionals use these results to articulate market trends, identify sensitive topics and develop solutions to meet ever-changing client needs.

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Deepening Customer Relationships with Technology

The Situation

A major bank came to us with good news and bad news. Because of their consumer-friendly technology, a growing portion of their customer base conducted their day-to-day transactions online. This practice saves the bank money while serving customers in a way that works best for them. The bank had two questions. First, what would get more customers to migrate to this mode of interaction? But of more concern, do these remote-only customers have as strong a relationship with the bank as they might? The bank’s challenge: while they could see how their customers were behaving, they didn’t know enough about why.

Our Recommendation

Our solution combined solid research design—selecting samples of customers and prospects based on their usage patterns—with our unique motivation research tools. The Artemis Motivation Research approach is designed to isolate the emotional drivers of decisions and their connection to consumers’ specific behaviors. To amplify the strength of this approach, we compared the motivational drivers of people with different behavior patterns.

The Outcome

The results provided some surprising observations on how each group of consumers thinks about its relationship with the bank, and what is most important to those relationships. Most importantly, the insights on how these relationship patterns came to be provided guidance on what changes the bank could make—and changes it should avoid—to deepen those relationships while capturing the benefits of technology. With this guidance, the bank’s marketing and operations teams were able to proceed confidently with initiatives aimed at bringing these changes to fruition.

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Understanding Consumer Packaging Preferences to Influence Retailer Behavior

The Situation

can1The can manufacturing industry has experienced a steady decline in market share in the past decade. The decline comes from both increases in packaging options available in the marketplace and from consumers’ growing preferences for fresh, unpackaged food. To help reverse this trend, the Can Manufacturers Institute (CMI), the national trade association for the can industry, wanted to understand the motivating elements underlying consumers’ packaging preferences. They used this information to develop an effective communications strategy focused on influencing consumer behavior. Communications were also targeted to the retailers who seek to attract consumers to their stores.

Decisions about food and beverage packaging are made in an intricate dance of influence and bias between three audiences—food and beverage manufacturers, retailers and consumers. While manufacturers and retailers aim to satisfy consumers’ preferences, their packaging, stocking and advertising, in turn, shape consumers’ attitudes.

The client needed to know what drives consumers’ food package choices, particularly toward selecting canned food over other packaging options across the spectrum of food types available in grocery stores. With that information in hand, we could then compare consumer drivers with retailers’ beliefs about what drives consumers. These beliefs influence their business decisions about shelf allocation, advertising and in-store promotions.

CMI chose Artemis Strategy Group’s unique Motivation Research methodology for this challenging project.

Our Recommendation

Pinpointing consumers’ core motivations for meal preparation was the key to repositioning cans as a packaging preference. Our research focused on the question “What are consumers’ thresholds and must-haves for preparing and serving ‘acceptable quality’ meals at home?” We executed four phases of qualitative and quantitative research and used advanced methods and analysis to conquer study challenges.

The Outcome

Artemis’ powerful Motivation Research technique successfully reconciled key attitudinal and behavioral insights across a complex evaluation of three audiences and 22 product categories. Artemis identified the rational and emotional evaluation factors involved in consumer packaging choices. By comparing those factors with how manufacturers and retailers perceive them, we were able to construct precise messages and positionings containing both rational and emotional appeals for cans in each product set. Then, by identifying the common rational and emotional elements across all products, Artemis delivered an umbrella positioning for cans in general.

can2Using Artemis’ research, CMI developed a successful consumer campaign called CANS GET YOU COOKING®: http://www.cancentral.com/food-cans/cans-get-you-cooking

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