School of Journalism at a Public University
The School’s recent enrollment eroded while the University’s enrollment grew. We delivered insights to contribute toward the School’s 5-year strategic plan and increase enrollment.
- Provided full, integrated qualitative data analysis to identify possible causes for eroding enrollment and for further testing in predetermined quantitative phases.
- Analyzed school’s internal enrollment data, and observed that the School’s student body growth in noncaucasian and male student populations was declining or flat compared to university records showing higher growth rates for similar segments.
- Identified prospective student wants and expectations for Journalism degrees and the overall undergraduate experience through focus groups and in-depth interviews.
- Observed that some high-quality and motivated non-Journalism majors sought career-building opportunities outside the Journalism degree, and advised on how the School might engage with those students.
- Delivered strategic insights for website improvements and student engagement throughout the recruitment process.
School of Government at a Public University
The School sells training courses and publications to appointed and elected public officials to help improve local government management. We offered ideas on course and publication delivery methods to increase sales, improve the School’s efforts to support its customer base with customers’ own budget cuts and technological challenges, and further enhance customer relationships.
- Turned research findings into clear hypotheses for potential success of web-based product distribution methods that could meet respondents’ needs and expectations that also provided the School new revenue-generation and profit-enhancing opportunities.
- Conveyed revenue-generation hypotheses for further testing in planned, subsequent quantitative phase.
Consumer Packaged Goods (CPG) – Pre-Packaged Foods/Snacks
A packaged food manufacturer wanted insight into product usage for new advertising efforts. We helped the manufacturer understand respondents’ emotional and lifestyle motivations around selecting that food product.
- Recognized that frequent users of the client’s snack product incorporate the product into their lives not as a “food choice” but a “lifestyle choice” having to do with bringing moments of joy or light-heartedness into an otherwise-average day.
Pharmaceutical – Male hormone replacement therapies
A pharmaceutical manufacturer wanted exploratory research to understand patient symptoms and how they managed those symptoms at home. We conducted in-home studies to learn how men’s symptoms affected their lives and activities.
- Learned that, beyond the predicted symptoms for the condition (e.g., low energy, diminished sexual interest/response, decreased motivation for daily activities, etc.), respondents’ overarching concern was for how their conditions affected their relationships and day-to-day interactions with loved ones, including family and friends.
Home Furnishings – Upholstery
An advertising agency wanted fresh insights for a new campaign. The client manufactures upholstery options that are stylish yet durable and weatherable, and sought a fresh advertising approach.
- Showed how respondents enjoyed upholstery options with three-fold benefits, including presenting the status expectations for entertaining in their upper-middle-class homes, ensuring their homes conveyed “comfort” to themselves and guests, and to minimize maintenance efforts.
Consumer Packaged Goods (CPG) – LED Light Bulbs
An LED light bulb manufacturer sought insight into broadening its consumer base while presenting new products to replace the incandescent light bulb.
- Recognized key moments and factors in the purchase decision process that would help consumers recognize this manufacturer’s LED bulbs as replacements for the incandescent.
- Noted that respondents’ attitudes toward the LED product shifted upon seeing the LED lit, which either strengthened or improved respondents’ beliefs that LEDs would be good replacements for the incandescents in their homes. This resulted in the client’s decision to establish lit models in retail facilities offering the LED bulb.
- Observed that bulbs whose form factor differed even slightly from an incandescent bulb led many respondents to think that those bulbs had specialty applications (as opposed to the incandescent, which respondents thought of as having universal applications). The client chose to educate potential users by adding packaging graphics implying the LED product’s universal application.