Client Case Histories

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Regular Audit/Awareness, Attitudes & Usage quantitative research to assess the effectiveness of national advertising campaigns
On-going customer satisfaction research following service calls
Conjoint (trade-off) research to evaluate the potential for various pricing and discount strategies
Focus groups to assist in the development of Yellow Pages advertising
“Problem Market” quantitative study to identify why customers were not repeating

On-line research to test the concept and positioning of a new iPod accessory package
Study confirmed the viability of the product and pricing
Defined the most promising target audience
Determined the appropriate creative strategy
Identified in-store merchandising opportunities

On-going quantitative satisfaction research among customers in 17 markets regarding their mortgage originations/closings, mortgage servicing, and the process of turning-in leased vehicles
Results have been used to re-train mortgage Loan Officers and bank telephone personnel, and to change all communication materials in the lease-end process

In-depth, qualitative one-on-one telephone interviews among customers and prospects
Needs assessment research regarding critical space equipment and maintenance
Specific assessment of the single-source and full-service supplier concepts
Identified what the Liebert product should be, and how it should be marketed in terms of benefits and features

In-depth, qualitative in-person interviews among annual conference attendees
Quantitative mail research among conference attendees
In-depth, qualitative telephone interviews among former attendees who did not attend this year’s conference
Quantitative telephone research among former attendees who did not attend this year’s conference
This program is conducted after every annual event, to assess strengths and weaknesses and to guide the development of new programming and logistics for future events

National Market Audit/Awareness, Attitudes & Usage quantitative research to identify basic and specific opinions in the home improvement category (including information sources for media decisions) and determine a market niche/positioning for the company
PRIZM Geo-Demographic lifestyle targeting research, defining target audiences for purchasers and inquirers/non-purchasers of various home improvement products, to increase efficiency of direct mail and media efforts
Quantitative research (conducted via the Internet) to evaluate alternative communications strategies for a new multi-media campaign

Quantitative taste testing of new deli meats flavors
Quantitative taste testing of new frozen entrees
Pre/Post quantitative awareness/image research for a radio advertising campaign
Quantitative concept/package/taste research of a new pre-packaged sandwich item, including pricing testing
Quantitative package and positioning/tag-line research for fresh, tray-pack products

1997-2005: 23 different research studies—primarily taste and package tests
Mid-2005: Client initiated copy/media test in Cincinnati
Awareness, Usage and Attitudes pre-study prior to radio/outdoor campaign, post-study following campaign
Research showed a small increase in John Morrell advertising awareness, but no change in brand awareness, usage, or playback of specific copy points
(Conclusion—Media didn’t break through the minimum threshold)
More important, both the pre-study and post-study showed low brand awareness and no specific brand image in the absolute
Led to decision to develop first ever TV campaign

Focus groups (including taste testing) among customers and non-customer prospects, to establish strategies for locations, menu items and service
PRIZM geo-demographic analysis of customers from 4 locations, to identify target customers for direct marketing and prioritize specific locations for new restaurants/cities
Quantitative employee research to identify training and management improvement opportunities

The organization’s first ever branding program (in conjunction with a not-for-profit communications firm)
Qualitative research among residents, residents’ families, and Diocese leaders
Quantitative research among residents, residents’ families, donors, prospective residents, families and donors, and employees
To establish strategies for branding the organization’s components (retirement homes, elderly services, medical and spiritual services, and fundraising)

In-depth, qualitative one-on-one telephone interviews among various stakeholders (customers, prospects, brokers, lenders, investors, partners, government)
Assess Neyer’s current image, strengths and weaknesses in the market and the potential for re-positioning the company
Identified a specific niche for Neyer as well as a key opportunity area where the company has been mis-perceived
Led to a specific logo development project, which was also researched (using the internet as a methodology)

First ever major research study for the company
Market audit (client’s customers and general public, credit union and bank users)
Defined Cinco user characteristics (very specific demographics)
Identified huge opportunity to enhance awareness and image
Uncovered misconceptions about credit unions
Identified dormant customers as a huge potential target
Determined two different untapped niches for Cinco

John Fox Marketing Consulting