WHAT WE’VE DONE.

Caution: Horn tooting ahead.

We’re proud of the game-changing work we’ve done for our clients. We could talk about it all day long (and given the opportunity we just might).

But since the proof is in the pudding and actions speak louder than words, here’s a handful of examples of how our custom-designed research and spot-on direction have given clients the confidence to move.

HELPING THE BIGGEST COFFEE MAKER BRAND BECOME A BIG MAKER OF SOMETHING ELSE.
KEURIG makes more coffee makers than anybody. But as they looked to expand share of beverage consumption, they needed to understand total beverage behavior.

QUESTIONS ASKED.

Keurig sought to examine daily alcohol consumption, not only what people drink—but where, when, how, and with whom. This would help them identify not only who to target, but for what occasions and with what products.

TOOLS USED.

We built custom, daily beverage consumption diary research that was completed via mobile phones to accurately capture both at home and away from beverage consumption. Over 1000 people recorded everything they drank for 30 days straight — pictures included.

MOVES MADE.

The diary findings led to the identification of a completely new target and new communication strategy for the innovation in advance of launch — now live and on the market as Drinkworks. From what we understand, the Home Bar Sampler is a hit. drinkworks.com

IDENTIFYING THE TARGET AND THE OPPORTUNITY FOR A NEW WAY TO LET SOMEONE IN.
August pioneered the Smart Lock, including leading edge features like Remote Unlocking and Guest Key Codes. After launch, August sought to identify the primary growth target for the Smart Lock—and how to communicate to, and innovate with that target.

QUESTIONS ASKED.

Every innovation has early adopters, but determining who to target beyond the bleeding edge is tricky. August wanted to identify what consumer segments exist within the market, where to find them, and how to trigger them to purchase.

TOOLS USED.

We uniquely designed and utilized a Latent Class Segmentation Study to not only identify who is statistically most likely to purchase an August Smart Lock, but also how to predictably find them in the market. That way August knows where to reach them, and how.

MOVES MADE.

In addition to identifying the brand target, our work also led to a new retail strategy for August, not to mention a portfolio strategy for Assa Abloy, the parent of August and the legacy lock powerhouse, Yale. august.com

TRANSFORMING A DIE CUTTER INTO THE ULTIMATE DESKTOP CREATION MACHINE.
An initial hit, Cricut sales began to rapidly decline after each new version of the cutter failed to improve on the last one. Cricut sought to understand why cutter owners engage in crafting, what pain points they encountered, and what innovations should follow as a result.

QUESTIONS ASKED.

Cricut knew that in order to reinvent the brand and the products offered by it, they needed a deep understanding of what makes crafters do what they do, including their motivations and unmet needs—both functional and emotional.

TOOLS USED.

We developed and executed custom ethnographic, qualitative research among over 60 crafters. We went in-home to watch and record how they designed, cut, glued, quilted, nailed, assembled, embossed, failed, and won. That’s what we liked most.

MOVES MADE.

We identified creative freedom as the key Crafter need, recommending four innovation platforms to deliver it — a design app, online content, and expansion in materials cut, and a portfolio of progressively adaptable machines — all of which now exist. cricut.com

IDENTIFYING HOW TO STRETCH THE SOCK.
Through never-before-tried design and style, Stance successfully reinvented the sock category from the staid to the sick. In order to extend the brand’s success beyond socks, they sought to deeply understand the Stance buyer and what drives them to stick to Stance.

QUESTIONS ASKED.

As a near-overnight success, Stance became Stance without much understanding of who buys the brand, or why. They not only wanted to deeply understand who buys the brand, but what motivates those buyers to do so, and what Stance stands for, versus everyone else.

TOOLS USED.

We conducted custom-designed ethnographic interviews with over 24 Stance brand buyers, including the competition. While watching them shuffle through their sock drawers, we uncovered what attracts them to Stance — as well as how to apply and extend the equity attributes of the Stance brand into new categories.