We have conducted hundreds of research studies using the insights to develop concrete
business strategies.
A few representative examples of our work include:
Brand Strategy:
- Daptiv - U.S., Western Europe;
mid-market to large enterprise customers
- Identify core customer target priority (sweet spot)
- Customer profiling via in-depth interviews, development of personas
- Understand core business value of Daptiv solution to customers
- Identify Daptiv performance vs. competitors; reasons for win, loss, renewal
- Understand brand perceptions of Daptiv and its competitors
- Identify core brand attributes (both functional and emotional) associated with Daptiv
- Gauge how consumers perceive differentiation of Daptiv from vs. other services
- Points of difference (and proof points), points of parity
- Determine the benefit hierarchy
- Final deliverable: a strategic brand framework to be used as “north star” for all company efforts
New Product Concept Testing:
- Mozy (Online back-up)
EMC -
U.S., China and U.K.; consumer and small business audiences
- Market opportunity analysis - current market development and dynamics
- Gauge reactions to a set of alternative concepts and measure viability vs. norms
- Identify most compelling core user experiences to inform feature set
- Development of the value proposition for each audience segment
- Implications for go-to-market strategy by geography
- OneNote (iphone app),
Microsoft - U.S.; consumers, small businesses and student audiences
- Measure consumer perceptions; strengths and weaknesses of feature set, determine core benefits
- Evaluation of features and prioritization for next release
- Explore reactions to specific price points and business model (free/paid); purchase intent
Value Proposition and Segmentation:
-
Genuine Windows,
Microsoft
-China, Russia, India and Brazil (in partnership with Harrison
Group); consumer and small business audiences
- Piracy segmentation and persona development to better understand pirates' motivations and behaviors
- Evaluate Windows performance at each customer touch point across acquisition and usage lifecycle to identify opportunities to convert pirates to genuine users
- Delivered go-to-market strategy (and whitepaper) for growing the sale of legal Windows in emerging markets covering recommendations for pre-purchase awareness, consideration (online search), purchase (retail channel), pricing, SKUs, set-up and install, updates and customer support
Brand Development and Naming:
- Ecobee (Smart home thermostat )
- Canada and U.S.; consumer, small business and HVAC contractor
audiences
- Product concept testing: intent to purchase, identification of core benefit drivers, evaluation of feature set, viability in real world marketplace
- Strategic brand framework - benefit hierarchy and brand promise
- Naming, URL, brand identity (creative developed by Extension Brand Design)
- Development and testing of value proposition, target definition, pricing and business model options