For a global travel brand we conducted a study to more deeply understand and profile young adults considering a gap year (i.e., a year of travel between high school and other opportunities). After conducting qualitative interviews with current students and parents of students considering a gap year, we identified a preliminary list of key drivers, and then validated and prioritized those findings via quantitative research. The research uncovered two primary targets for the brand, each valuing different aspects of the gap year, and highlighted the types of messages and channels that would engage each audience. We also explored the needs and concerns of parents, and how their perceptions impacted the purchase of gap year travel.

For an online job search portal, we interviewed job seekers to gauge the relative appeal of a set of features, overall and as part of a premium subscription offering. The results were used to direct the IT team’s roadmap for 2020 and to create meaningful bundles of features that marketing used to extend the brand.

For a large consumer services provider, we conducted qualitative and quantitative research to help the firm better understand the recent churn the brand had been experiencing. Qualitative interviews uncovered that many lapsed customers wanted more novelty in their experiences and were using other firms to meet those needs. Quantitative research helped the brand to narrow in on experiences most likely to re-engage those lapsed customers as well as continue to engage loyalists. Insights on the attitudes of buyers helped the marketing team created more targeted, better positioned messages that resonated with both engaged and less engaged potential buyers.

For an online provider of concierge healthcare services, we created a segmentation scheme based on what they most value in their healthcare experiences. While the company had been focused on two primary benefits, we identified segments who valued an entirely different set of constructs, enabling the company to pivot marketing communications to expand their positioning and engage a broader set of consumers.

For an online outdoor sports retailer, we undertook a three-stage segmentation effort aimed at building a more complete understanding of the most profitable customer segments. This work included a decile analysis of the e-retailer transaction database, deep qualitative interviews, and a large-scale quantitative study segmenting and sizing segments and estimating the potential revenue opportunity and market positioning opportunities for both well served and underserved segments.

For a local craft brewery, we conducted focus groups and in-depth interviews to evaluate new packaging ideas and concepts. Working closely with our brand agency partner, we led discussions around new logotype, taglines, color palettes, and positioning statements. The results of the research led to a total redesign of the brewery’s labeling architecture which ultimately proved highly successful, increasing post-launch sales beyond expectations.

For a provider of B2B healthcare solutions undertaking a brand redesign, Ignite Research conducted a series of in-depth interviews with dental hygienists to deeply profile their preferences and better understand their attitudes toward the ordering of preventive dental supplies. A new brand positioning, three creative concepts as well as six potential taglines were evaluated for appeal, believability, and resonance. Our results were used to inform the creation of new packaging and promotional materials.

For an online education provider, Ignite Research interviewed men and women with college credits but no earned college degree to understand their feedback on a new type of educational offering. During the interviews we discussed the challenges associated with completing a college degree, the value ascribed to obtaining a degree, and their reactions to the new service offering. The results were used to fine-tune the new product offering, improve its overall positioning, and help to establish reasonable and obtainable KPIs for its rollout.

For a provider of solar energy products and services, Ignite Research conducted a conjoint analysis to understand the drivers of solar purchase. Considering payment types, upfront costs, consumer tax incentives, finance terms, aesthetics, warranties, and monthly payments, we built a model that estimated likely take rates, by state, of a base case, and then optimized the offering across all variables. The study highlighted differences in preference based on geographic region, as well as highlighted the appeal of new aesthetic designs of solar panels in the decision to purchase solar. The results were used to create resonate marketing materials, as well as drive the design of new, sleeker solar panels.