Growth opportunities in the video game market were identified by defining the needs of emerging segments and targeting them with new types of game.
ModelPeople ran depth and ethnographic interviews using creative and sub-conscious techniques to help consumers articulate the desired gaming experience. Consumer DocumentariesSM brought the segments to life for international marketing and creative teams and production quality guidelines were defined for creative direction.
Water and bottled water have very different brand contexts in developed and emerging markets. ModelPeople needed to identify commonalities to articulate global positioning.
We conducted a 4 month brand positioning exploratory process. Global stakeholder teams ideated category insights and positioning spaces which were explored in consumer Creative WorkshopsSM in the US and India, using cultural context and implicit/visual techniques to identify and ladder benefits. ModelPeople presented articulated positioning spaces at an Activation Workshop, where internal and agency stakeholders in teams, worked on Brand Architecture.
Our client was used to designing B2B products but needed empathy for the consumer market.
ModelPeople conducted design context research including remote ethnographic observation, which led to a radical new approach to product design. We then conducted shopping and product installation observations in the US and Europe, which resulted in new packaging, POS merchandising and usability innovation.
Our client, a food brand marketer, wanted to build its relationship with a key mass retailer and drive in store merchandising presence. The retailer wanted to create an emotional connection with its customers to enhance its lowest cost positioning.
ModelPeople conducted in home and in store ethnographic observation, followed by stakeholder team workshops to ideate merchandising innovation. Our graphic-rich ConceptScopeSM Book and Consumer DocumentariesSM resulted in distribution gains for the client and new merchandising ideas were tested in store. We wrote a trade publication positioning the client for growth with other retailers.