Beverage distributor is considering launching a new brand of vodka. Prior marketing research has revealed an opportunity within the 25-35 yr. old singles segment. Distributor needs to develop a unique brand identity that will meet management’s aggressive market share projections.
Modify existing research space to resemble a small nightclub/bar environment with freestanding bar, music, lights, bartenders and both research and non-research participants. The moderator is the bartender. Proprietary research methodology is used initially to stimulate a creative mindset. A variety of projective techniques are used to develop an understanding of the rational, traditional, sensory and emotive factors relating to brand choice. For example: participants will be queried by the bartender regarding the personal preferences of a number of celebrities for the brands of vodka available on display at the bar.
Client is impressed with possibilities for a new brand of vodka targeted towards the Rocky Balboa crowd and develops the brand BOA after extensive brand name testing.
BOA falls short of management expectations in first quarter of launch but with additional promotional funds allocated and a new advertising agency reaches full projected budget potential by end of first launch year.
In summary, an integrated approach to creative qualitative research does provide advantages relative to more traditional approaches. In addition to utilization of a variety of creative research techniques, flexibility in the creative environment as provided in the research facility is a key component of an effective integrated creative approach and in reality actually complements in a synergistic manner the overall creative process.