Insights in Marketing

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.

Project Objectives: 

• 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

Our client, a large CPG manufacturing company, came to IIM hoping to discover the most effective packaging design for one of its new, all-natural products.

Client Objectives

• To launch a package design that communicates the new product’s unique, all-natural benefit in a way that resonates with consumers.
• To determine the optimal size for the packaging.
• To identify the most appealing package design to consumers.

Illinois-based MLS team the Chicago Fire wanted to understand the different segments of the Chicagoland sports market, as well as identify which segments to target and how to appeal to them.

Client Objectives

• Identify and quantify a customer target for the Chicago Fire
• Understand and measure growth opportunities for each consumer target
• Determine the most relevant brand positioning territories and key messages needed to capitalize on the growth opportunities

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.