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Case Studies

Global Concept Optimization Study Clearly Highlights Winning Positioning

Challenge:

A global beverage company conducted a quantitative concept screen with multiple new ideas and one idea that clearly rose to the top. The brand team had three different ‘angles’ they were looking at to position the top idea. They needed feedback from four markets around the globe to help optimize the thinking prior to further volumetric testing – and done quickly.

Approach:

Upwords custom designed an online discussion board to run over three days across four key global markets. The Upwords team moderated the three English-speaking markets and partnered within the Upwords multi-lingual network for the non-English market.

Impact:

The client hoped the research would help them narrow and optimize from three to two concepts which would then be quantitatively tested. The online qualitative research provided such clear, actionable results that the client was able to forego planned quantitative testing altogether, resulting in considerable cost and time savings. This research also led them to a very clear optimized concept with an understanding of the key design and communication principles necessary for success.

Not-For-Profit Healthcare Patient Study Guides Strategic Plan; Wins Global Recognition

Challenge:

Crohns & Colitis Canada approached Upwords to help understand patient experiences from diagnosis through to the various stages of living with these diseases. The study needed to examine ‘A Day in the Life’ of these patients as well as the emotional and informational journeys they experience throughout their illnesses. In doing this research, the hope was to better inform appropriate support messaging and collateral resources.

Approach:

A 10-day mini online community was initiated with 20 patients recruited from the client’s database. Patients spanned various ages and levels of severity and years since diagnosis. Participants completed various activities including private journaling tasks that gave them a voice. This community flourished with many of them remaining in contact with each other after the discussion ended.

Impact:

The research validated the direction of some initiatives underway and helped uncover new opportunities, which resulted in impactful new tools for patients. Upwords uncovered patient’s needs for new kinds of information, empowerment and support, along with a framework that helped the organization to see what they should start, stop and continue doing. In addition, Upwords insights helped inform the foundation’s five year strategic plan.

Upwords’ Founder and Chief Insights Officer, Layla Shea was also recognized with both an international research award from the Qualitative Research Consultants Association (QRCA) as well as an award recognizing research excellence within Canada from the Marketing Research Intelligence Agency (MRIA).

Mobile Online Qual Helps Retail Company Refocus Efforts with Key Segments

Challenge:

M&M Meat Shops, a national retail chain selling high quality frozen prepared meals had a desire to better understand and increase relevance with their target markets, thus increasing shopping frequency.

Approach:

To start, M&M Meat Shops commissioned a quantitative segmentation study that identified top attitudinal drivers for key targets. Following this, Upwords was brought in to conduct a qualitative deep dive study on needs, behaviours, beliefs and perceptions around the brand across segments.

  
A multi-phased, iterative online qualitative research design provided three levels of learning:

  • One day online discussion board provided understanding of category and brand experiences and perceptions,
  • Mobile-enabled shopping assignment captured in-the-moment insights as target consumers actually shopped in the stores, and
  • Mobile-enabled product trial assignment provided in-the-moment feedback on the preparation and enjoyment of the food that participants had purchased on their trip, as well as post shopping perceptions of the brand. Family reactions were captured as well as those of the main decision-maker.

Impact:

Upwords insights provided clarity around the perceptions that were preventing shoppers from more frequent visits and highlighted winning differentiators for the brand. This research helped pave the way for a complete brand repositioning, with more emphasis in-store on sensory elements of the shopping experience and even a tweak to the brand name (from M&M Meat Shops to M&M Food Market) to better reflect the new way forward.