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Posts Tagged ‘Consumer Insight’

Mount Carmel Health System, Brand Positioning & Marketing Research

Written by kinopicz Posted in Uncategorized

The Context

Each year, Mount Carmel Health System’s 10,000+ employees, 2,000+ physicians and 900 volunteers serve more than a million patients in Central Ohio. Reflecting their dedication to providing patient-centered care, MCHS and its strategic marketing partners asked Illuminology to assist with many studies that helped it to communicate more effectively with current and potential patients.

The Critical Questions

To what extent are potential patients aware of the health system’s hospitals and free-standing emergency centers, and, among those who are aware, what are residents’ attitudes towards those care facilities? Separately, which message concepts are most persuasive to potential patients when they consider where they should go for their health care?

Our Solution

Illuminology designed and deployed multiple studies, using a combination of quantitative research methods (e.g., survey questionnaires delivered via the Internet or via telephone calling) and qualitative research methods (e.g., focus group message testing) to address the specific research challenge at hand.

Illumination

After Illuminology administered the surveys and facilitated the focus group sessions, analyzed the resulting data, and clearly communicated the results and recommendations, MCHS staff members and their strategic marketing partners had the information they needed to make better-informed strategic marketing decisions.

Resolution

The research findings and insights from these various engagements directly guided various aspects of MCHS’ marketing and communications strategy, including the content and style of its advertising as well as the naming conventions for some of its physical locations, for example.

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Dearfoams, Customer Experience & Product Development Research

Written by kinopicz Posted in Uncategorized

The Context

As one of America’s leading slipper brands, Dearfoams sought a deeper understanding of consumer preferences to inform their product and brand development.

The Critical Questions

What defines the ideal slipper experience? Which slipper attributes do consumers most prefer? Which brand names resonate most with consumers?

Our Solution

Our research team embarked on a series of research projects, engaging consumers through focus groups and pseudo shop-alongs. The focus groups involved facilitated discussions of slipper attributes and possible brand names as well as observing participants as they tried on various slippers. The pseudo shop-alongs offered participants the opportunity to evaluate a diverse array of slippers, providing insights into their preferences and reasoning as they considered whether they’d purchase any of the products.

Illumination

Illuminology’s research revealed clear trends in slipper attributes and naming conventions, offering Dearfoams valuable direction for its future product lines and marketing strategies.

Resolution

Riding on the waves of its historical success, Dearfoams remains committed to its legacy of innovation. As of 2022, the company was the number one slipper company in the United States in terms of units sold for the last three years. In facing the question of how it would sustain its market dominance, the president of Dearfoams stated, “We want to stay true to innovation and provide the highest quality and best value to our customers — and continue to have the attributes that our customers have always liked, like washability. But having said that, we’re in a different time and 75 years later and there’s a lot of new technology that we’ve decided to put into our slippers.”

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Boot Barn, Customer Experience & Marketing Research

Written by kinopicz Posted in Uncategorized

The Context

With more than 300 retail stores across the United States, Boot Barn is spreading its western apparel and workwear faster than a prairie fire with a tailwind. Over the past several years, Boot Barn has desired consumer insights on a variety of topics, and partnered with Illuminology to shed light on these matters.

The Critical Questions

How well do American adults know Boot Barn? What factors influence their likelihood to engage with the brand? Separately, how do customers perceive their experiences shopping at Boot Barn? How can customer shopping experience be improved?

Our Solution

To understand shopping experiences, Illuminology designed and conducted a short survey with shoppers as they exited Boot Barn stores in Texas and then facilitated a large number of “shopalong” sessions in which a researcher observed and asked questions as customers shopped. To assess brand awareness, Illuminology developed a brief questionnaire that was completed by a nationally representative sample of Americans, thereby providing Boot Barn with accurate and reliable awareness metrics.

Illumination

Both research projects resulted in actionable summary reports. One report provided insights on current shopper experiences and ideas for improvement, which management immediately began to apply. The other report helped Boot Barn to better understand its brand awareness both at an overall national level as well as within relevant different regions and demographic subgroups; the results of that study were featured in Boot Barn’s Supplemental Financial Presentation (January 2024) to investors!

The Boot-Scootin’ Resolution

Boot Barn is using Illuminology’s insights to stride confidently into the future, boots polished and spurs jangling. Yeehaw! 🤠

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AEP Ohio, Marketing Research

Written by kinopicz Posted in Uncategorized

The Context

As one of the largest organizations that deliver power to homes, schools, and businesses in Ohio, AEP Ohio offers a multitude of programs, products, and services that help its customers save money. AEP Ohio and its strategic marketing partners asked Illuminology to assist with many studies that helped it to communicate more effectively with customers about those energy efficiency programs.

The Critical Questions

What are customers’ awareness of and attitudes toward physical products and “smart” technology that can help customers control how much energy their home uses? Separately, what preferences do electric vehicle owners have regarding how they charge their vehicles at home, and what information would they find useful and/or persuasive as they consider how to charge their vehicles at home?

Our Solution

Illuminology designed and deployed multiple studies, primarily using qualitative research methods (e.g., focus group message testing) to address the specific research challenge at hand.

Illumination

After Illuminology facilitated the focus group sessions, analyzed the resulting data, and clearly communicated the results and recommendations, AEP Ohio staff members and their strategic marketing partners had the information they needed to make better-informed strategic marketing decisions.

Resolution

The research findings and insights from these various engagements guided how AEP Ohio communicated with customers about its various energy efficiency programs, products, and services.

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