Case Studies

Canadian Tire: What Do Males Want?

What would you do if you had two extra hours a week?

One of the findings of this award-winning study was that what Canadian males wanted was …….more sleep! (When men were directly asked this question, sleep topped the list). "More sleep" was not going to be the breakthrough Canadian Tire wanted – but was there a deeper level to the Canadian male, both as people and as consumers, that Canadian Tire could now understand better than any other retailer?

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Segmentation: The Typical Dilemma for the CPM Marketer

A Novel Approach to a Classic Marketing Challenge

The marketing problem was a familiar one. The marketplace in which this consumer packaged goods brand operated was far from homogeneous and the brand team knew this well. But how to proceed? Could the market actually be segmented successfully? The question was contentious, and management wanted to know how to get the whole brand team to 'buy into' this new system and use it.

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CFOs Test Advertising

A new media solution to a traditional media challenge

Are CFOs in mid-cap companies different from the rest of us? When it comes to advertising they most certainly are.

A major investment bank was about to embark on an initiative designed to dramatically increase its profile among North American and European CFOs and Institutional Investors. But how to get the attention of this rather exclusive club -- CFOs in mid-cap companies listed on major exchanges? Would readers of the Economist and the Wall Street Journal take notice of what they had to say? Was there a secret about how to get into their hearts and minds?

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Repositioning a Stock Exchange

What’s in a name?

Your favourite fast food chain, soft drink brand and sneaker brand each possess brand equity, right? But a stock exchange?

Absolutely. The usual concepts apply…. just in more complicated ways. Like any other brand, it's about creating long-term loyalty and discovering what drives that loyalty, then determining how one is performing compared to the competition.

In this case, however, there was another hitch – the unusually large range of stakeholders. These included investors, fund managers, investment officers in the companies listed on the exchange, the CEOs and CFOs of those companies, small cap entrepreneurial companies versus large cap organizations and so on.

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A Big U.S. Magazine Segments Its Readership

Getting a solid read on their readers

Hay Research International, working as a partner with another North American research organization (Twenty-Ten Inc.), was handed an unusual assignment. Were the three million subscribers to this highly popular magazine all reading the magazine for the same reasons? Or, over the years, had the magazine attracted substantially different groups of readers?

The magazine's research department were sure it was the latter and wanted this to be confirmed. At stake was the ability of the magazine to continue to attract and hold new readers in an increasingly on-line world. The magazine's costly direct mail campaigns would have to be reworked. What was communicated to subscribers and prospects would have to be right on the mark.

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Brand Equity Research for Two Merging Giants

What do two corporate giants call themselves when they merge?

How do they combine their strengths? How do they merge their cultures? Should one company absorb the other? These were just a few of the issues that faced this international mutual fund giant buying out a large, local mutual fund organization.

Research can help us greatly here. It can reveal the core brand equity of the individual company's brands and their relative strengths. Moreover, it can do this across all the stakeholders groups – employees, the industry itself, and clients and prospects – revealing nuances and differences but, most importantly, uncovering the common perceptions that might constitute the basis of the newly integrated company's positioning.

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Not For Profit Research

Raising Money and Taking Mental Health Out of the Dark Ages

Blame the film One Flew Over the Cuckoo's Nest and a host of other Hollywood flicks. Mental health has always been shackled with the all-too-familiar imagery of the past – electric shock therapy, lobotomies, people locked away in institutions …and attics.

Our client – a mental health sciences centre - was determined to try to change all that, beginning with its own image. Two issues, however, needed to be addressed. First, what were Ontarians' attitudes towards mental health really all about? Second, what could our client say about themselves and their programs that would most interest Ontarians in supporting them?

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