It’s a fact about ConsumerDNA. We have unique knowledge of the new consumer value equation and proven insights frameworks honed over 25 years working with leading brands to help them innovate and develop strategies that work. Register on our site to receive our insights updates.
Our goal as a consumer insights company is to provide our clients with a better understanding of their consumer and to use consumer insights to ignite effective marketing strategies and tactical programs. Many marketers agree obtaining relevant, credible insights is more challenging today than ever. The world around us has changed; our lives have changed and being a consumer has changed.
Consumer insights frameworks are used to uncover relevant consumer needs, attitudes and behaviors at each stage of the marketing process. By framework we mean a particular set of questions, sampling technique and analytical plan that expertly informs the marketer about effective consumer strategy. Insights frameworks have evolved some in recent years – in keeping with the changing consumer.
While traditional methods of data collection still provide the majority of primary market research insights, advances in digital insights technologies has ushered in new cost effective methods that in some cases are superior. Thus, insights firms must broaden their repertoire of ways to collect consumer insights in order to stay competitive and keep up with the changing needs of marketers.
The question is how can consumer insights be used effectively to support innovation? Our belief is that it starts with a deep qualitative understanding of the consumer. With respect to any one category we do a deep and personal assessment of needs, motivations, attitudes, values, and feelings using existing brands and competitive products as stimuli.
“Our understanding of nature and its physical laws have culminated in an unprecedented product innovation era characterized by never-before-dreamed-of possibilities fit to empower us on our existential journey aimed at the full unraveling of human potential. The rate of product innovation continues to increase across most all product categories. Consumers are more equipped than ever to assess the value of one product over another to fulfill their needs. Understanding consumer needs, desires, and motivations is more important than ever.”
- Michael Kassab, CEO
Take a look at some of ConsumerDNA’s new product development projects.
Fill new product ideas pipeline for a leader in snack foods
Sourced food products from 16 foreign markets to determine world’s most innovative snacks; Developed new snack product ideas to fill the pipeline
Innovative snack ideas: packaging, form, texture, ingredients, and taste
“I’ve long believed that good food, good eating, is all about risk… food, for me, has always been an adventure.”
- Anthony Bourdain
Capture end-user response to new outerwear apparel system; prototype improvement
Participants sourced from online customer community; Clothing tested by participants in “actual-use” environment
User experience data informed improvements to outerwear system features and product communications
“Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”
- Coco Chanel
Brand and merchandising strategy development for design & technology retail store
User experience ethnographies (design styles) conducted both in-home and online
Uncovered 3 crucial segments that informed product mix, pricing, and branding
“To understand the difficulty of predicting the next 100 years, we have to appreciate the difficulty that the people of 1900 had in predicting the world of 2000.”
- Michio Kaku
A major consumer goods company sought to improve the positioning and likely success of a new food product they had developed and planned to launch.
Twenty ethnographic interviews were conducted with men and women who were medium to heavy users of the category. Participants were instructed to shop for and prepare one of their favorite meals. The ConsumerDNA ethnographer observed the entire process and asked probing questions at each stage – shopping, preparation and consumption. The probes centered around consumer needs, motivations, desires and obstacles related to each stage and to the category specifically.
The study resulted in a mapping of the shopping and consumption process with opportunities noted for brand communications, media, merchandising, product features, product communications, and packaging.
A major household products company conducted consumer demonstration events around the U.S. to introduce their new product. The campaign represented a grass roots effort to build the new product brand – at music festivals, community events, train stations and coffee bars. Management commissioned a study to measure consumer reaction to the product demonstrations “real time” while the events were being held.
Smartphone surveys were completed by consumers who participated in the product demonstrations at over 20 locations. Participants were sent a link activated by texting or a QR code which connected them to a short 12 question survey. Signs offering drawings and gifts were prominently displayed at the demonstration tables.
Our clients were able to measure the success of their campaign in terms of purchase likelihood as they rolled it our across over 20 markets and adjust their approach to demonstrations as they progressed throughout the 4-month campaign.