Insights Marketing Group Marketing Research Case Studies

The Challenge: Our client had neglected one of their core brands and its loyal base of male customers for over ten years! They needed to reintroduce themselves to each other and make a new connection.

The Solution: InsightsMax®, IMG's own innovative, hybrid approach used the learnings from twenty-two in-depth ethnographies to learn who these customers were — what were their values and lifestyles, and how the brand fit in. We also conducted a series of four, facilitated “maxi groups” of 18 young adults that put the brand team “in the room” with their customers. After producing a research documentary video and deck, we took our learnings to the client brand team to facilitate a two-day InsightsLab® where the team developed their own insights and communications platforms to help them reconnect with their customers.

The Insights: The insights revealed the true nature and importance of the male bonding moment — beyond the usual back-slapping and high jinx. The insights served as the basis for a several new strategic communications platforms. Currently we are evaluating the first round of concepts from their agency.