Brand Tracking
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Finding the Perfect Brand Story with Qualitative Concept Testing
overview An established food manufacturer was looking to contemporize its strategic brand story to reach a new generation of shoppers, while also appealing to their current core consumers. C+R developed a two-phase qualitative research program to identify which of two concepts under consideration would most help the client modernize their brand story while also resonating…
Using Concept Testing to Identify Optimal SKU Assortment of Children’s Training Pants
overview A personal care manufacturer had to cut its current assortment of child training pants in half to meet a retail partner’s demands. To do this, they needed to understand which of several proposed scenarios would most appeal to shoppers. C+R developed an online survey with a discrete choice exercise to help the brand determine…
Communipanel: An Efficient Way to Stay Ahead of the Competition
overview Competition among wireless service providers is increasing as mergers continue to narrow the playing field and technology advancements require quick strategic decisions to improve customer satisfaction. Maintaining relevance with current customers is even more critical for regional providers with a limited footprint and a smaller customer base. Given this, what can a regional wireless…
Driving Greater Satisfaction Among NFL Season Ticket Holders
overview An NFL franchise approached C+R with a unique research proposition. The franchise had enjoyed success on the field, as well as in the stands, and continued to have a close relationship with the local community. However, quantitative data had suggested a recent drop in satisfaction with several critical game-day components. Team management was interested…
Increasing Share By Understanding the Omni-channel Path-to-Purchase
overview Frozen food sales surged during the COVID-19 pandemic, and retailers took note. One frozen foods manufacturer in particular saw the surge as an opportunity to grow its business in key growth channels, like club and dollar stores. Before approaching club and dollar retailers with category opportunities, the company needed to first understand what drives…
Home Improvement Brand Positioning and Creative Platform Testing
overview What happens when a successful brand—one that historically “owned” its category—finds itself in a declining category? And when that brand moves into adjacent products – but sales suggest it lacks meaning and relevance – what should it do? A struggling home improvement brand approached C+R to conduct a brand audit with the goal of…
A New Brand Positioning With a Delicious Ending
overview A large ice cream manufacturer acquires a start-up artisanal sorbet company with limited distribution and very little brand awareness. In anticipation of the sorbet’s national launch, the company needs to establish a differentiated brand positioning. But where will the sorbet shine brightest – among fellow sorbets, premium ice cream brands, non-dairy desserts? And, who…
Using Unboxing to Obtain Parent and Child Reactions
overview Kids learn best when they are engaged and having fun. So how can a company that creates educational content ensure their products are as engaging as possible? Our client, a media company who produces kid-focused print and digital content, needed feedback from kids and parents to ensure their new products were on the right…
