Jolly good brand growthBBC
Long time client BBC America has a track record of providing ahead-of-the-curve content to ahead-of-the-curve viewers. As such, keeping up to date on the needs of its targets is critical to the network’s success. They asked Insight to help optimize a new brand positioning.
We started by understanding what needs the BBC America brand and programming fill for its viewers. Our next step was to define different BBC America viewers and understand their unique relationships with BBC America before and after seeing an evolved brand offering. We were curious—how would they react to BBC America’s new brand twist on the British Invasion?
Viewers spoke and we determined the new positioning works! And we provided BBC America with a tiered targeting strategy for growth.
The Job of TV
Discovery Networks engaged us in an authority study to uncover answers to a big question: Why do people watch TV?
To draw the connection between people’s deep psychological needs and the TV they watch, we first spoke with media experts and psychologists, then conducted deeply personal in-home interviews with consumers across the country about their lives and their needs, and why they watch what they watch. What’s the hook of Snooki? Why lose yourself in Lost?
Our findings provided not only a conceptual understanding of the American TV viewer, but also concrete strategic implications for Discovery Networks programming.
Rock star experiences, without the hangover
Hard Rock Hotel & Casino
Hard Rock Hotel & Casino in Las Vegas came to us embarking on an ambitious endeavor to revamp, reinvent, and reenergize its brand among the stylish set.
To uncover their often subconscious needs, we created an innovative qualitative and quantitative research approach that connected with Vegas visitors “in the moment,” engaging them in quintessential Vegas experiences, including Cocktail Salons, Pimped-up Ultralounges, and Poolside Pickups. (Yes, this was also fun for the research team!)
Our findings informed a brand filter for Hard Rock to use as a lens for every decision, from hiring staff to choosing what’s in the mini bar.
New era, new journeys
A beat-up old car, a few dollars in the pocket, and a sense of adventure.
While this may have been the mantra of Lonely Planet thirty years ago, the brand has evolved a great deal since then. Although it maintains its independent spirit, the brand now covers much more than travel on the cheap, and extends its reach beyond books to TV, mobile, and the Web.
With the goal of pleasing global loyalists as well as winning share among US travelers, our ongoing research for Lonely Planet has delved into travelers’ perceptions of the brand and their travel information needs. Varied methods included focus groups, map-a-longs, mid-trip interviews, and international tourist tag-a-longs.
Our getting lost with travelers has really helped Lonely Planet find its way. The work has informed the brand portfolio across media platforms, including product lines, content development, marketing, and merchandising.
Simple multiplatform is not an oxymoron!
Becoming a multimedia go-to source for women is anything but simple. Yet that is the task the Real Simple team undertook, fueled by our research.
Step one was understanding women’s needs throughout the day, and the platforms and information sources they currently use and trust. Our not-so-simple process involved qualitative and quantitative explorations on multiple platforms, to catch the various aspects of women’s complicated daily lives and distill them into a compelling and differentiated strategy for Real Simple. Our work helped map different types of content on different platforms to archetypes of women who were craving them.
This new authority on women’s needs proved to be quite a boon for the Ad Sales team, and also provided inspiration to writers, editors, and designers.
Cooking up a balanced portfolio strategy
We have a long history with Scripps Networks, including HGTV, DIY Network, and Food Network. Projects have ranged from strategic portfolio brand work and brand tracking to tactical studies informing on-air and web properties.
We are especially proud of our exploration of on-air diversity across the portfolio, uncovering the perspectives of minority audiences. As a direct outcome of focusing on this issue, in five years HGTV:
Lip smacking digital strategies
For years, city dwellers around the world have relied on Zagat guides to point them in the direction of terrific eateries. At a time when info seeking was becoming more and more digital, Zagat came to us to help translate their print success to the online arena.
Through Focus Groups and Usability Labs, we not only delved into consumer behavior, perceptions, and the competitive set, but also consumers’ decision processes for where to eat. As such, were able to not only help Zagat create a usable and appealing website, but also make it a uniquely valuable go-to resource.
Implications provided key dos and don’ts for Zagat.com, with broad and specific recommendations for future development, including guidelines for content, features, functions, and layouts that would make Zagat.com a site to salivate over.