UNDERSTANDING BRANDS
- Brand Perception Studies with an approach proprietary to our clients
- Brand Positioning
- Correspondence Mapping
- White Space Analysis
- Brand Tracking Studies
- Category Driver Analysis
- Ideation Sessions
WHITE SPACE ANALYSIS:
LINCOLN MOTOR COMPANY
Once the best-selling luxury car, by 2010 Lincoln had fallen to 8th place and had faded in the luxury consumers' eye. While at Lincoln's ad agency Hudson Rouge, a white space analysis was conducted, which along with a redefinition of the target audience led to the re-launch of the brand and its return to the consideration set of luxury consumers.
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BRAND VALUATION: BRAND ASSET VALUATor
Two members of the Data Dialog team were instrumental in the creation and success of Y&R's Brand Asset Valuator, generally considered the leading brand valuation system. We also expanded the constructs to include digital brands, brand partnerships as well as brand loyalty.
PORTFOLIO MANAGEMENT: STARWOOD HOTELS
As Starwood bought and launched hotel brands (and before it was purchased itself), the question arose as to how to differentiate each of their brands. Key was a psychographic segmentation of frequent business travelers: those that wake up and seize the day, and those that look forward to the rewards at the end of the day.
It's not enough to focus on building a brand's buzz. Or to focus on building its trust. Both need to be managed. These Havas tools continue to help marketers manage the balance of these two critical pieces of a brand's health.
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UNDERSTANDING PEOPLE
- Psychographic Segmentation
- Category Need States
- Lifetime Customer Value
- Brand Loyalty Segments
- B2B Segmentation
- Consumer Ethnographies
- Lifestage and Generation Analysis
Audio ethnographies among millennials
Extensive ethnographic interviews were conducted on videotape in New York and Los Angeles, helping understand how Millennials, mostly listening through ear buds or live music, could find a new appreciation of what truly great audio could be.
CROSS CULTURAL CONSUMER CHARACTERIZATIONS
Two of Data Dialog's team were instrumental in developing Y&R's 4Cs global consumer typography, showing that consumers across cultures share similar goals, motivations and values. It is still in wide-spread use today.
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ENCOMPASS: SMALL BUSINESS SEGMENTATION
Developed for digital agency Wunderman, this was the first psychographic segmentation of small business owners: Success Driven, Idea Driven, People Driven, Security Driven and Survival Driven. It was used successfully by Apple, AT&T, American Express, Xerox and the Postal Service.
LUXURY CAR ETHNOGRAPHIES
Jaguar had two reputations, a storied one in luxury and racing, and one of horrible quality. We conducted ethnographic interviews for its ad agency Havas among Jaguar Loyalists and owners of competitive brands. We discovered a secret rooting for the brand and desire for something different as others have begun to follow a formula.
UNDERSTANDING CULTURE
- Social Influencer Studies
- Industry Innovator Interviews
- Ethnography of Bellwether Communities
SFX ENTERTAINMENT AUDIENCE INSIGHTS HUB
Deep insights into the Electronic Culture and festival-goers were developed through the creation of an online customized proprietary platform, a cultural hub, where consumers can interact with one another using the same tools they already use to communicate with in everyday life – i.e., emoticons, social networking, Snapchat, ‘Selfies’, etc.,
THE FUTURE OF RETAIL: WICKED TACO
An in-depth ethnographic study of a new restaurant shows brands can use social media and community engagement to successfully launch a new chain of restaurants that feel much more part of the community than competitor Chipotle.
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ALPHAVILLE: THE FIRST INTERNET TOWN
We return to Blacksburg, Virginia, every five or so years to see what else it can teach us about how a small town adopts technology. No place has been living the Internet longer, and that makes it a bellwether for the future of social and mobile media.
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Most large retail brands have not yet tapped into the local power of social media - they continue to manage campaigns nationally. In one small town, businesses are using Twitter, Facebook and Instagram to connect face-to-face with other residents. It's as if the sidewalk and front porch have returned.
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