CREATIVE INSIGHTS WELCOMES YOU
EXAMPLES OF OUR WORK
What’s in a name? A rose by any other name would not smell as sweet.
Some products use their attributes to enhance the overall perceptions of the base product or to even create a new category. CI helped Miller Brewing Company develop the light beer category with a low calorie product called “Lite.” When “Lite beer from Miller” came out there was no light beer category against which to compare. At that time low calorie was perceived as feminine, not a selling proposition to men, who drank the most beer.
VISUAL LANGUAGE ASSESSMENT (VLA)
Many times errors of judgment occur because the words being used mean different things to different people. This is particularly true when interviewing people of different cultures. Using a prototype sorting technique CI had respondents use themselves as their own baseline. They created a self-identified pictorial scale of “authenticity” for Mexican food. Using that scale we created a visual brand map that defined where the client’s brand stood in relation to its competitors. This approach could be used for a number of different dimensions relevant to the brand.
INTERNATIONAL RESEARCH CAPABILITIES
When researching complex topics or sensitive issues, it is often difficult to interpret findings across different moderators’ style, experience, gender and understanding of the project. To this end CI has developed the use of highly skilled simultaneous translators who are in the room with the moderator to co-direct the focus group or IDI. This way the bias of using different moderators is kept to a minimum.
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As professional Marketing Consultants, we are committed to providing the necessary guidance you need in order to take action. From making strategic decisions to understanding what your logical next steps are, we're here to guide you through any and all processes. With our help, you will transform your plans in no time. Take a look around and get in touch to book a consultation meeting.