Our client had neglected one of their core brands and its loyal customer base for years! InsightsMax®, IMG's own innovative qualitative approach, mined learnings from ethnographies and a series of four, facilitated maxi -groups all with direct participation from members of the brand team. A research documentary video extended the learnings to those who could not go into field. The entire team participated in a facilitated, two-day InsightsLab® where they developed their own insights and created new communications platforms to reconnect the brand with their customers.