3.5 insightslab localmedia presentation final€¦ · often hidden in big data or complex...

iNSIGHTS LAB

iNSIGHTS LAB Overview & Case Studies October 3, 2017

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Insights Lab’s StoryInnovation born out of the Denver Post

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• Local audience, local business • Engaged & loyal audience • Local sales force with existing

relationships

Tested and proven now scaling to other DFM properties

• Consultancy providing strategic business insights

• Profit Center / New Revenue Stream • New Business and retention • Proprietary panel for monetization

& voice of customer

Two Core DisciplinesAN INSIGHTS & STRATEGY CONSULTANCY WITH EXPERTISE SPANNING TWO DISCIPLINES

Data Science

Investing in data and learning how to use it can be transformative to your business. Our team of data scientists offer a precise viewpoint of information

often hidden in big data or complex databases,

unlocking potential within your business.

Consumer Insights

We work to uncover the ‘why’ behind the numbers.

By conducting research, through our proprietary

panel of Colorado consumers and beyond, we

can help you make decisions with your

customer’s needs and realities in mind.


CUSTOMER EXPERIENCE ▪ Voice of the Customer & Net Promoter Programs ▪ Text Analytics & Web Listening ▪ Key Buying Factors ▪ Journey Mapping

CONNECT WITH YOUR

CONSUMERS Gain unmatched local insights to get to the root of some of the biggest challenges you face.

• Focus Groups

• Online Surveys & Discussions

• Data & Predictive Analytics

• Social Listening

• Ad & Message Testing

• And more…

WHY CHOOSE

INSIGHTS LAB ✓ Proprietary panel of Colorado

consumers

✓ Get the best ROI with our competitively-priced services

✓ Drive results

✓ Objective team that conducts unbiased research and data science services

✓ Partner with our clients post recommendation phase to implement and test findings

BRAND STRATEGY ▪ Segmentation & Persona Development ▪ Brand Positioning & Value Prop Ideation ▪ Competitive Differentiation ▪ Awareness & Usage

ADVERTISING EFFECTIVENESS ▪ Path to Purchase & Cross Channel Attribution ▪ Media Mix Analysis, A/B & Multivariate Testing ▪ Customer Valuation & Segmenting ▪ Look alike Modeling & Audience Building


DATA. INSIGHTS. RESULTS.

OUR SERVICES

Tell Consumer PanelINSIGHTS LAB’S PROPRIETARY PANEL OF COLORADO CONSUMERS


10,100 Colorado-based respondents and

counting!

Gain insight and feedback from Colorado consumers through Insight Lab’s proprietary research panel.

● Conduct online surveys and discussions with Colorado consumers at a fraction of the cost

● Reach respondents quickly and efficiently to participate in exploratory and interactive online discussion boards, focus groups and more

● Better understand motivators & lifestyle of your target audience segments

● Gain feedback on your brand, products, messaging, or creative from local respondents

● Panel members include Millennials, Gen Xers, and Baby Boomers

A Talented & Diverse Team

David Lerchbacher Founder & General

Manager

Kristin Minzenmayer Consumer Insights

Strategist

Open Data Scientist

Lauren Morrell Business Development

Manager

Sidney Clewe Consumer Insights

Strategist

WE BRING 70+ YEARS OF EXPERIENCE IN BRAND STRATEGY, MARKETING RESEARCH, CONSULTING, & ANALYTICS


Open Data Analyst

Nick Beyer Senior Consumer Insights

Associate

Connie Jimenez Consumer Insights

Associate

Use Cases


Refine brand’s growth strategy by: ● Understanding awareness levels and shopping preferences ● Exploring brand perceptions among segments

• Long time residents • New movers • Millennials

● Diving deep into millennial shopping habits and journey

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OVERVIEW

OBJECTIVES

Furniture & Home Goods Retailer Insights Lab Case Study - Challenge

Regional retailer with a brand presence for over 50 years

● Disruption from online retailers taking market share ● Millennials new and unique approach to the buyer journey

Who:

Challenge:

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ONLINE SURVEY

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CUSTOMER ANALYTICS

Goal: Understand customer mix, retention & frequency rates, and market basket

Approach: Mined POS database to: ● Segmented & quantified their most profitable

customers ● Built look alike audiences ● Developed recommendation

Goal: Understand perception, awareness, usage, and preference levels of the brand and competitive set

Approach: 10-minute survey with 300 furniture and home goods buyers

Furniture & Home Goods Retailer Insights Lab Case Study – Phase 1

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FOCUS GROUPS

SHOP-ALONG

INTERVIEWS

Goal: Explore millennial shoppers ● Perceptions & interaction with the category ● Store & product selection process ● Motivators & barriers to online and brick & mortar

Approach: 2 focus groups with millennial furniture buyers

Goal: Assess the millennial shopping experience in real time ● Key buying factors for store design, layout, and

products ● In store motivators & barriers to improve

experience

Approach: 8 in depth, in-store interviews


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ONLINE SURVEY

SURVEY PROGRAM

Goal: Statistically validate the millennial deep dive garnered from the focus groups and shop-alongs

Approach: 15-minute survey with 300 millennial shoppers

Goal: Gauge and measure customer satisfaction to improve retention and loyalty

Approach: Ongoing 5 question post-shopping survey to track trends and identify customer experience issues over time


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• Pin pointed most profitable customer groups and conducted look-a-like analysis to grow customer base

• Identified lingering brand perception issues from the company’s long standing time in the market with actionable recommendations on how to improve their reputation

• Identified positioning and messaging opportunities to engage the millennial shopper

• Initiated customer satisfaction program that will create a baseline and drive continuous improvement

Furniture & Home Goods Retailer Insights Lab Case Study – Output and Action Plan

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In 2015, The Colorado League of Charter Schools conducted an opinion poll with 550 registered Colorado voters to understand awareness and opinions of charter schools. The results of the study were used to inform campaign and education initiatives in the state of Colorado.

Colorado League of Charter Schools sought to replicate the study, understanding how views and perceptions have shifted or stayed consistent.

● Understand awareness of charter schools ● Understand opinions and perceptions of charter schools ● Compare 2015 to 2017 survey results

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OVERVIEW

OBJECTIVES

Charter School Assessment Insights Lab Case Study - Challenge

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iNSIGHTS LAB 14

ONLINE SURVEY

SKYPE INTERVIEWS

Charter School Assessment Insights Lab Case Study - Methodology

Goal: Validate awareness levels and perceptions of charter schools and compare results to 2015.

Approach: Conducted 10-minute survey with 550 registered Colorado voters.

Goal: Explore what is influencing current perception of charter schools and what misconceptions exist.

Approach: Conducted 10, 1-hour Skype interviews with Colorado voters.

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Charter School Assessment Insights Lab Case Study – Output and Action Plan

• Delivered year over year report identifying top findings and how to activate the results

• Identified messaging and positioning opportunities to guide campaign strategy in 2018

• Used results to garner financial support for a public awareness campaign

• Initiated follow-up request for pre, post and ongoing campaign analysis in 2018

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Questions & Answers


Data. Insights. Results.


Thank you! David Lerchbacher General Manager, Insights Lab [email protected] / 303.954.3052

Kristin Minzenmayer Consumer Insights Strategist, Insights Lab [email protected] / 303.954.1672

3.5 insightslab localmedia presentation final€¦ · often hidden in big data or complex...

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