Insights in Marketing (IIM) is a marketing research firm that delivers in-depth and actionable insights so you can have every confidence your decisions are inspired by the consumer voice. IIM’s team has years of client and supplier side experience across many industries and consumer segments. Whether you’re in CPG, durables, beauty, technology, spirits, financial services, retail, travel and entertainment or are focused on learning more about men, women, kids, athletes, business owners or doctors, they’ve done it and want to share their expertise with you. IIM never overdesigns their research approaches. IIM’s research methodologies include in-person qualitative, online and mobile qualitative, quantitative and a mixed method or hybrid research. They get to know your team and brand, what is relevant to your company along with your business goals and design an approach that efficiently and effectively delivers on your needs. The IIM team is counted on to successfully deliver against client objectives. They focus on addressing key issues and are always pushing themselves to deliver the most impactful results.
HMS Design and their client are in the process of updating the client’s brand of ethnic hair care products and understanding the end client’s brand equity. And — they only had 1 week to get the needed insights!
The challenge, at its core, was simple; to understand how Sparkling Ice’s® core users perceived and connected with the brand personally. What was their emotional connection to the brand and how did the brand personality manifest itself? Once their current relationship and perceptions were uncovered, the challenge became developing positioning platforms and relevant messaging that built on the core experience to bring in new users.
A major appliance manufacturer lacked marketplace differentiation and was looking to create an emotional consumer connection with its target market. As such, it wanted to devise a messaging strategy that would go beyond functional category benefits to create an emotional consumer connection.
Identify meaningful, emotional insights to leverage in marketing communications
Understand the persuasion and break-through potential of various advertising campaigns
Translate lead advertising campaign online in a way that emotionally resonates with consumers and is easy to navigate
Social media research and insight is a powerful tool for companies in this day and age, and in 2016, it’s important to understand why. Social Media Examiner found that using social media for marketplace insight ranked as the third most valuable benefit of social media, with 72 percent of those spending 11 hours per week using social media for research reported seeing benefits.
What do women really want? In today's world, the most common response is "women want to have it all." What does it mean to have it all and is this what women really want? What we found was surprising and extremely interesting. Most importantly, we think this information can change the way many businesses think about their female customers.