The category leader had defined motivations and behaviors in their quantitative segmentation model but lacked depth of insight.
ModelPeople ran depth and ethnographic interviews using sub-conscious techniques and in store observations to uncover the drivers of category motivation and behavior. We identified distinct product innovation and merchandising approaches for the two key volume segments. Consumer DocumentariesSM brought the segments to life for marketing and creative teams.
An iconic liquor brand had developed different positioning and advertising campaigns in its key markets and the global team needed alignment on strategy and executional guidelines.
ModelPeople conducted consumer Creative WorkshopsSM, depth interviews, on-premise observations and on-premise bartender interviews in the key global markets. We moderated client and agency team-building sessions to secure alignment on project strategic objectives and the local market commonalities/differences in consumer insights. Positioning and brand essence was fleshed out in video and print form in a ‘BrandScopeSM Book’ which served as the agreed template for brand creative execution in local markets.
Our client wanted to explore an emerging cultural and design theme among US consumers and articulate it in design language.
ModelPeople addressed the trickle down from experts to urban trendsetters to suburban mainstream consumers with a three part immersion. We hand-recruited design, fashion and cultural experts and design trendsetter consumers via our City Correspondent networks, and conducted interviews and half day immersions in relevant venues. We also ran Creative WorkshopsSM with suburban mainstream consumers, using design images from our library to aid articulation of design ideas. We articulated multiple new product design themes in print and video, which were well accepted by the automotive planners and design studio.
Our department store client wanted to drive customer shopping and purchase and needed to identify and communicate key issues to solve to merchants, designers and store managers.
We conducted in store observation and staged Executive Panels to bring observed issues to life for discussion with customers. Our strategic recommendations for assortment, store layout and merchandising were adopted and our Consumer DocumentariesSM were widely used throughout the retail organization in planning sessions and management meetings.