Concept and Positioning Optimization
- Develop the consumer insight to frame the idea
- Create the hook that makes an idea come alive and resonate with consumers
- In a world where consumers are permanently distracted, creating a (competitively differentiated) "hook" that will punch through is essential
Brand Equity Understanding
- Uncover the essence of the consumer's connection to your brand to understand potential strengths and leverageable assets
Qualitative Research
- Face to face or online ... Develop insights into consumer attitudes and behavior
- Consumers are rarely self aware ... they need to be given tools to help them reflect in a useful way. These tools and discussion techniques will vary by project need e.g.
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- idea fragments
- third person concepts
- unfinished stories
- image associations
- visual journals
- Interpret learning based on experience and strategic understanding of business goals and realities