Insights are foundational to creating strategies for growth. Yet, it’s estimated that 80% of market research is focused on tactical, rear-view mirror research. Many so-called ‘insights’ are nothing more than compilations of facts and trends.
Insights take businesses in new directions by making come alive as people who make choices about how they spend their time and money. Spotting trends and discerning game changing insights requires in-depth understanding of the values that drive those choices.
At Brand Amplitude, we use the latest research tools to uncover deep insights about customer decision-making, and partner with our clients to apply these insights to drive business growth. We emphasize internal activation to ensure that findings get to the people who can make the most use of them.
Activation in Action: Maple Leaf Farms
While duck is not exactly an everyday meal for most consumers, it is no longer considered all that exotic. To generate insights about how to convert duck ‘inclined’ shoppers to consumers who are comfortable buying duck regularly, we partnered with the Maple Leaf Farms marketing team to conduct an immersive study. In the final phase, consumers shopped for and prepared duck, and shared their experiences in an online community with other duck inclined consumers.
Ten key insights were identified and summarized in a series of memes, like #PrepareforAdventure, #InspireMe and #ThinkBeyondtheWholeBird. The memes became platforms for co-creating strategies in joint sessions with consumers, sales teams and retail customers. In the end, the sessions identified nine distinctive strategies for engaging consumers at the point of sale. Presto, insights became actions that inform how the company relates to consumers and customers in the store. For example, now instead of recipes, package and store signage focus on higher level inspirational cooking ideas. – 5 things to do with duck tonight!