Artemis Strategy Group is a marketing research firm focused on communications strategy. We deliver new thinking on what drives target audiences’ behavior and choices. Since 2006, our team has served a range of public and private sector clients to develop strong communications strategies using our Motivation Research approach. As human motivation experts, we mesh motivation research with creative, strategic thinking to help clients make sound policy, brand and communication decisions. We’re hands-on researchers, working closely with our clients in service of their success.
PNC Bank asked Artemis Strategy Group to help support the bank’s position as a leader in the crowded world of retirement planning and investment advice by conducting thought leadership research to generate original insights on public attitudes and behaviors. This approach builds on the core strengths of Artemis and extends PNC’s powerful thought leadership communications program.
The U.S. Department of the Treasury has worked for years to move payments to and from the government from paper format to electronic, a new technology implemented primarily to save money but also for efficiency and security reasons. In the early 2000s, it was focused on how to encourage the last 20 percent of Social Security and Supplemental Security Income (SSI) recipients to accept direct deposit payments from those programs. The target audience was defined by its program participation and its lack of acceptance of this technology. But its motivations were a mystery. Was there active resistance? Lack of awareness? Physical impediments? Something else? There was an “understanding target audience” gap.
Americans expect the U.S. food supply to be safe. But food safety has its complexities, and it’s easy for consumers to be confused. Media stories often provide conflicting or inflammatory accounts about what is safe and what is not safe to consume. The proliferation of social media discussions about food safety adds to the clutter.
Our client, a major food association, develops science-based messages designed to improve public understanding of food safety issues. To shape these messages they needed to assess in detail the range of public understanding about food safety so that they could speak more effectively to those public information needs. In short, they wanted to bridge the gap between what scientists know and what consumers hear in order to build consumer confidence and trust.?
The can manufacturing industry has experienced a steady decline in market share in the past decade. The decline comes from both increases in packaging options available in the marketplace and from consumers’ growing preferences for fresh, unpackaged food. To help reverse this trend, the Can Manufacturers Institute (CMI), the national trade association for the can industry, wanted to understand the motivating elements underlying consumers’ packaging preferences. They used this information to develop an effective communications strategy focused on influencing consumer behavior. Communications were also targeted to the retailers who seek to attract consumers to their stores.
Decisions about food and beverage packaging are made in an intricate dance of influence and bias between three audiences—food and beverage manufacturers, retailers and consumers. While manufacturers and retailers aim to satisfy consumers’ preferences, their packaging, stocking and advertising, in turn, shape consumers’ attitudes.
The client needed to know what drives consumers’ food package choices, particularly toward selecting canned food over other packaging options across the spectrum of food types available in grocery stores. With that information in hand, we could then compare consumer drivers with retailers’ beliefs about what drives consumers. These beliefs influence their business decisions about shelf allocation, advertising and in-store promotions.