Case Studies
MEDIA RESEARCH
Profile listener audiences and providing research-as-a-premium
A creator and distributor of public radio
content needed assistance with both audience profiling and research-as-a-premium for major sponsors.
DRI developed a standard listener study service, which we use to routinely refresh the audience profile information that is used to attract broadcast sponsors. For research-as-a-premium, DRI provides both pre-post sponsorship effectiveness studies for consumer brands and more sophisticated custom research for B-to-B sponsors.
DRI’s listener studies have proven to be a cost-effective approach to refreshing audience profiles. Our sponsor studies have become an important part of the value proposition that is offered to major sponsors.
content needed assistance with both audience profiling and research-as-a-premium for major sponsors.
DRI developed a standard listener study service, which we use to routinely refresh the audience profile information that is used to attract broadcast sponsors. For research-as-a-premium, DRI provides both pre-post sponsorship effectiveness studies for consumer brands and more sophisticated custom research for B-to-B sponsors.
DRI’s listener studies have proven to be a cost-effective approach to refreshing audience profiles. Our sponsor studies have become an important part of the value proposition that is offered to major sponsors.
CONSUMER PRODUCTS & SERVICES
Concept testing for a global food and beverage retail brand
A global purveyor of ice cream and ice cream
novelties wanted to be able to test new concepts on a regular basis.
DRI developed a dedicated panel resource so that new concepts could be easily tested with high-engagement customers. Recently, the research program was broadened in scope to include both current customers and non-customers.
The concept testing program helps keep product offerings fresh for loyalists, as well as providing a steady stream of new products designed to attract new customers.
novelties wanted to be able to test new concepts on a regular basis.
DRI developed a dedicated panel resource so that new concepts could be easily tested with high-engagement customers. Recently, the research program was broadened in scope to include both current customers and non-customers.
The concept testing program helps keep product offerings fresh for loyalists, as well as providing a steady stream of new products designed to attract new customers.
NOT-FOR-PROFIT & PHILANTHROPIC
ORGANIZATIONS
Paving the way for a not-for-profit to involve youth in climate change solutions
A new and well-funded not-for-profit organization, focusing on engaging youth in climate change solutions, needed to better understand its target stakeholders.
DRI designed and conducted a research program including one-on-one interviews, a series of online focus groups, and a quantitative survey of teens across the country. The research helped gauge teens’ level of concern about climate change, identified the roles they can play in addressing it, showed what climate change programs teens would support, and identified what climate change messages resonate with them.
Our research laid the foundation for effective messaging and future growth.
DRI designed and conducted a research program including one-on-one interviews, a series of online focus groups, and a quantitative survey of teens across the country. The research helped gauge teens’ level of concern about climate change, identified the roles they can play in addressing it, showed what climate change programs teens would support, and identified what climate change messages resonate with them.
Our research laid the foundation for effective messaging and future growth.
TRAVEL & TOURISM
Developing a targeted ad campaign for Maine visitors
The Maine Office of Tourism wanted to develop a new approach to attracting first-time visitors to the state.
DRI conducted a formal market segmentation study, based on regional focus groups and a large-scale online survey. The research identified six statistically relevant segments. These were subjected to a lifetime-value analysis, resulting in three being selected as the targets for a multi-year ad campaign.
The campaign has been highly successful with a strong return-on-investment. The “typing tool” from this study is used to classify all ongoing research participants.
DRI conducted a formal market segmentation study, based on regional focus groups and a large-scale online survey. The research identified six statistically relevant segments. These were subjected to a lifetime-value analysis, resulting in three being selected as the targets for a multi-year ad campaign.
The campaign has been highly successful with a strong return-on-investment. The “typing tool” from this study is used to classify all ongoing research participants.
HEALTHCARE
Crafting an effective
anti-smoking campaign
A large health care provider wanted to understand the attitudes of college-aged people, to craft an effective ad campaign discouraging tobacco use.
DRI conducted qualitative research using friendship cells, leveraging the importance that social circle plays in the lives of young people. This was followed up by a large-scale web and mobile-enabled segmentation survey, driven by Facebook and traditional “campus flyer” invitations.
The resulting campaign, based on core motivations that were identified, was effective in reducing both smoking incidence and consumption.
DRI conducted qualitative research using friendship cells, leveraging the importance that social circle plays in the lives of young people. This was followed up by a large-scale web and mobile-enabled segmentation survey, driven by Facebook and traditional “campus flyer” invitations.
The resulting campaign, based on core motivations that were identified, was effective in reducing both smoking incidence and consumption.
FINANCIAL SERVICES
Tailoring market messages for a bank’s diverse service area
Through acquisition, a community bank based in the Midwest expanded its service area into an adjacent state with a demographic makeup that differed from its historical base of operation.
DRI conducted a marketplace survey of existing and prospective customers across the entire footprint, to identify core values that drive banking relationships. The work isolated both universally held beliefs, as well as attitudes that differed across the two distinct parts of the service area.
The bank and its marketing communications partner were able to leverage these insights to develop specific messaging for each part of the service area.
DRI conducted a marketplace survey of existing and prospective customers across the entire footprint, to identify core values that drive banking relationships. The work isolated both universally held beliefs, as well as attitudes that differed across the two distinct parts of the service area.
The bank and its marketing communications partner were able to leverage these insights to develop specific messaging for each part of the service area.
CONSUMER PRODUCTS & SERVICES
Planning
a new marketing campaign
A leading provider of packaged food products sought to improve its marketing to millennial cooks, whose preferences seemed to vary greatly from traditional home cooks.
DRI conducted qualitative research to explore the characteristics, interests, and needs of home cooks in the millennial generation. This helped to inform quantitative follow-up research and a segmentation analysis, providing comprehensive insights into the target audience and its needs.
The brand was better able to target millennial home cooks and increase sales among this growing market
DRI conducted qualitative research to explore the characteristics, interests, and needs of home cooks in the millennial generation. This helped to inform quantitative follow-up research and a segmentation analysis, providing comprehensive insights into the target audience and its needs.
The brand was better able to target millennial home cooks and increase sales among this growing market
CONSUMER PRODUCTS & SERVICES
Diagnosing a marketing challenge
A major over-the-counter remedy brand was struggling to determine why its sales were declining.
DRI conducted a comprehensive survey with shoppers to understand their consideration set, brand perceptions and intentions, and the factors that influence their decisions.
The study successfully identified prior category experience, price sensitivity, in-home research, and shelf set as key contributing factors in remedy purchases, allowing the brand to effectively improve its market position
DRI conducted a comprehensive survey with shoppers to understand their consideration set, brand perceptions and intentions, and the factors that influence their decisions.
The study successfully identified prior category experience, price sensitivity, in-home research, and shelf set as key contributing factors in remedy purchases, allowing the brand to effectively improve its market position
CONSUMER PRODUCTS & SERVICES
Measuring and adapting to market changes
A healthy lifestyle service provider needed to track customers’ responsiveness to established and new offerings.
DRI conducted an in-depth customer experience tracking survey to identify the service elements most important to satisfaction and brand advocacy. We identified the emergence of new competitors as a key factor impacting satisfaction in certain customer segments.
The findings enabled the company to invest in improving its services relative to its competitive set.
DRI conducted an in-depth customer experience tracking survey to identify the service elements most important to satisfaction and brand advocacy. We identified the emergence of new competitors as a key factor impacting satisfaction in certain customer segments.
The findings enabled the company to invest in improving its services relative to its competitive set.
HEALTHCARE
Increasing walk-in clinic profitability
A national retail pharmacy chain needed to increase profits from its 500 walk-in health clinics.
To help it accomplish this goal, DRI conducted an online survey of 5,000 consumers. The survey examined the impact of various price points on the clinics’ sales and profits, as well as gauging consumer awareness, perceptions, and reactions to alternative marketing messages.
The research identified the price point that minimized customer attrition while maximizing profit. It also supported enhanced messaging to communicate clinic services.
To help it accomplish this goal, DRI conducted an online survey of 5,000 consumers. The survey examined the impact of various price points on the clinics’ sales and profits, as well as gauging consumer awareness, perceptions, and reactions to alternative marketing messages.
The research identified the price point that minimized customer attrition while maximizing profit. It also supported enhanced messaging to communicate clinic services.
