Recent projects have spanned methodologies and geographies -- immersing ourselves in consumers’ lives to uncover rich, actionable insights.
Tags:
#brand imagery and equity
#global
#imagery exercises
#in-facility groups
#positioning
MUSIC
Global Positioning Exploratory Research
THE SITUATION
A major global music streaming service was developing a new brand positioning to help differentiate itself in the increasingly busy category of on-demand mobile music.
THE INSIGHTS NEED
- What is the competitive brand landscape within the diverse individual markets of the U.S., UK., France, Germany, and Brazil?
- What is their own brand image within each country -- and how do they compare against their different competitive set within each?
- How compelling and differentiating is their proposed global positioning within each market?
COLLOQUIAL'S APPROACH
- In-depth small-group research sessions among different segments of music streamers
- Sessions in San Francisco, Chicago, London, Paris, Berlin, and Sao Paulo
- Robust pre-research assignments -- consumers creating mood boards to reflect their image of the client’s brand and competitors
Tags:
#consumer profiling
#ethnographic
#brand imagery and equity
#product deep dive
#video
Fashion
Profiling Consumer Segments
The situation:
A major fashion brand refreshed its consumer segmentation via extensive quantitative research, identifying two new target segments based on their category shopping behaviors and demographics. However, additional understanding of these consumer segments’ lives and lifestyles was lacking. Rich profiling was required to “bring the segments to life” for the brand to facilitate their overall marketing and product development efforts.
The insights need:
- What are these segments' overall lifestyles? What are their values and aspirations?
- What is their overall media landscape? What are best channels to reach these consumers?
- Who are key influencers for reaching these segments?
- How do they shop this brand and its category? What are their priorities and drivers?
- What are their product needs, and how well is the brand reaching them now?
Colloquial’s approach:
- Extensive screening to identify the most articulate consumers -- an “audition” phase ahead of principal research
- Selection of the optimum mix of qualified consumers across demographics, markets, and brand engagement
- Immersive in-home interviewing, with extensive “show and tell”, closet review
- Professional videography
Tags:
#global
#online
#brand imagery and equity
#imagery exercises
#video
biking
Global Brand Identity Research
The situation:
A global bicycle brand was undertaking a major brand refresh, updating key elements of its visual identity and marcom. Foundational insights were sought to understand current logo and wordmark perceptions.
The insights need:
- What drives consumers’ category participation, brand choice, and brand perceptions? What are key influencers within the category?
- How well do current branding elements communicate and differentiate brands within the category?
Colloquial’s approach:
- Series of online touchpoints with category owners and target users
- Respondents spanning US, UK, Italy, Germany, and Japan
- Social media monitoring to develop deep insights into category behaviors
- Self-directed video diaries and “show and tell”
- Mood board imagery to explore brand perceptions
- Exposure to branding elements and advertising for rich, thoughtful feedback
Tags:
#global
#consumer profiling
#product deep dive
#positioning
#mixed methodology
#in-facility groups
#ethnographic
#in-store
wearable technology
Purchase Journey Deep Dive Research
The situation:
A major tech brand was seeking to improve its overall marketing approach for its wrist-worn wearable. New, unique consumer touchpoints were sought to help better reach consumers throughout their purchase journeys to help differentiate this device within the increasingly crowded wearables space.
The insights need:
- What inspires purchase of a wearable? What are initial purchase motivations?
- What are key category influencers? What media sources most impact brand and product consideration?
- What are the major milestones within the purchase process, and what information is sought at each?
- What role does traditional retail play in purchase?
- How does social media influence and impact purchase?
Colloquial’s approach:
- Mix of methodologies
- Extensive screening and “auditioning” of respondents to identify recent purchasers and “hot intenders”
- Immersive in-home interviews to learn about the purchase process
- In-store shopping expeditions to explore the retail experience
- In-facility research groups to expose point-of-sale marketing materials and optimize communication
Tags:
#in-store
#brand imagery and equity
#product deep dive
Fashion retail
Store Environment Exploratory
The situation:
A U.S. retailer has made improving its store environment a strategic priority, with various pilot designs currently being tested. Consumer feedback from their core target shopper was required to help refine key store elements going forward.
The insights need:
- What impact does the store redesign have on shopping consideration?
- How “shoppable” is the overall store experience? What store elements encourage shopping and showcase the brand and products positively -- and which present barriers or reflect negatively on the brand?
- How does the updated store design compare to key competitor retailers?
Colloquial’s approach:
- Small-group research focused on both core consumers and target shoppers
- Meet-up nearby the stores (hotel conference rooms, research facilities, public spaces) for opening discussions and key baseline insights
- In-store visits, shopping multiple category stores
- Rich in-store discussions within redesigned environments
- Extensive deep dive into store environment, product, and brand elements