InnoTative® MR .

Beyond qualitative marketing research lies InnoTative® Marketing Research from Insights Marketing Group (IMG).

InnoTative® Marketing Research combines innovative qualitative consumer research with the power of Creative Problem Solving techniques and processes to further your research investment. InnoTative® research solutions engage and involve the project’s sponsors beyond viewing focus groups through a one-way mirror

InnoTative® MR Case Study
A major issuer of credit cards wanted to uncover the unmet and under-served needs of credit card customers and prospects.  And, they needed an ideation session to generate new product offerings appealing to the Hispanic consumer. IMG conducted in-home interviews with married couples in Chicago and Los Angeles to assess their values and financial desires, and observed them completing various financial tasks. We produced a research documentary from the filmed ethnographies, and facilitated an on-site InsightsLab® session using the film as the “raw data.” Representatives from new product development, channel development, brand and marketing generated dozens of new product ideas with breakthrough potential, and found new ways to connect their brand in relevant, emotional ways to the Hispanic experience.

At IMG, we believe that creative marketing solutions exist - in your organization! And because nobody knows your organization and the challenges you face better than you do, we work with your team to combine consumer insights with your creative marketing solutions.

Our InnoTative® solutions include …

InsightsMax®

Have you ever walked out of a focus group session in a daze? Or had that feeling that your marketing challenge just became, well, more challenging? InsightsMax® puts an end to unproductive focus groups, IDIs and ethnographies.

InsightsMax® …

  • Is a back-room process that maximizes insights by enhancing the client’s role in the research.
  • Provides tools & techniques that help the clients gather data and participate in the research – instead of passively watching them.
  • Helps set the stage for putting the findings and insights into action.

InsightsPropel®

InsightsPropel® helps marketers put the information and consumer insights gleaned from focus groups or ethnographies to immediate use.

InsightsPropel® …

  • Is a 30 minute facilitated post-research debrief designed to uncover and categorize the client’s InsightsMax® data.
  • Provides the tools to help clients converge on the most salient insights and learnings, compares them with existing institutional knowledge about the category or target audience, and develops quick conclusions, recommendations and action plans.

 InsightsLab®

The InsightsLab® takes the results of the Insights Propel® debriefing session a giant leap further. InsightsLab® is a facilitated deep dive into consumer insights (those either existing in the company or generated from a new study) designed to achieve breakthrough solutions to your marketing challenges.

The InsightsLab® has been used for the following types of projects:

  • opportunity/unmet needs exploration
  • new marketing programs and strategic plans
  • new product development
  • product naming

The process starts with an extensive up-front interview with the meeting sponsors to define and clarify the objectives, participants, agenda, creative processes and deliverables.

Key benefits of using this approach to solve tough organizational challenges are:

  • group consensus around complex issues
  • many breakthrough or "out-of-the-box" ideas
  • dramatic reduction of debates and tangents that do not focus on the challenge
  • reduction of meeting time
  • equal participation by all group members
  • faster group decision making

Duration: The InsightsLab® projects we facilitate are typically half or full-day sessions, and sometimes longer, depending upon the scope of the project.

Group size: Depending upon the project, ideal group size is between five to nine, or sub-groups of that size.