Insight to Understand, Communicate, and Build a Relationship with your Consumer.

Services

Types of projects we offer include:

Methodologies

We use a variety of research methodologies to answer your information request. Your specific objectives will determine how we collect, analyze, and interpret data about your market.

• Focus Groups, Mini Groups
• In-depth Interviews (IDIs)
• Dyads, Triads
• Ethnographic Studies
• Surveys – Mail, Phone, Email
  

How we do it:

Project Examples:

Issue:
A retail start-up needed to develop its’ brand identity and understand the consumers prospective on proposed copy for its’ marketing materials and advertising. CIBA performed a competitive assessment and conducted mini groups to gain consumer reaction to proposed logo designs and copy messages. We exposed consumers to a variety of design choices and copy statements provided by a design firm.

Results:
The research identified the logo designs with the strongest brand and comsumer appeal, and provided direction to the design firm for refinement. It also determined the brand copy messages potential consumers found most compelling for the store opening. Back to services

Issue:
A food manufacturer wanted to increase market share in the Southern region among Hispanic consumers. CIBA was contracted to explore ways to reach this goal. CIBA designed a research plan to gain valuable insight from Hispanic users, potential users, and product distributors in that area. Our methods included focus groups, in-depth interviews, and an audit of marketing programs in that region. CIBA uncovered how the brand could capture a larger share of the market and build a relationship with Hispanic consumers.

Results:
The consumer research gave the sales group and advertising agency direction to:
• Increase product trial among Hispanic consumers
• Create a relevant, memorable campaign targeted at Hispanic consumers.
• Redirect the budget to account specific promotions and events that provided a greater return on the marketing investment.

The research also revealed information to help improve package shelf presence and point of sale materials. Overall, the new programs yielded positive financial results and helped the brand gain a foothold in the Hispanic community in this region. Back to services

Issue:
A financial service provider wanted to develop a name and positioning for a new service offering. CIBA was contracted to develop and test product names and to identify message statements to communicate the key benefits of the service. CIBA developed two rounds of naming creative and concept statements that embodied the product value proposition. In-depth interviews were conducted to examine the name choices and concept statements with potential consumers.

Results:
The research determined the name consumers preferred, and the concept statements that provided the greatest interest in the new service offering. The information also helped the company better define the primary target consumer and previously-unknown attitudes concerning the presentation of financial services. Back to services

 

Issue:
A food company wanted to determine the positioning and consumer interest for a new product under development. CIBA conducted a series of focus groups with target consumers to identify emotion-based needs to position the product against. The research uncovered:
• The product concepts with the greatest appeal to the target
• Emotional need states that motivated consumer interest in the product, and
• Information about target consumers that could make the brand more relevant to their life

Results:
The research provided the brand team with consumer insight to achieve a differentiated, meaningful point-of-difference. The research also provided guidance for product developers to improve the product under development. The company created and test marketed the product. Back to services