Clarteza

Case Study #1

CLARITY REPORT

Background & Objective:

Despite a significant investment, our client, a major multinational consumer-packaged goods company, experienced a market share decline with several of their brands in South Africa. An informed perspective on the situation was commissioned to provide key recommendations for sustaining the business or deciding to exit the market.

Our Approach:

Clarteza employed a 'perspectives approach', gathering information from multiple sources to fully understand the business issue.
This was accomplished by reviewing all existing research, capturing product reviews online, conducting in-depth interviews with all US and South Africa stakeholders to get their multi-disciplinary perspectives; reviewing syndicated sales results for South Africa; and curating trends information in the local market.
We developed a list of hypotheses what may have been the cause of decline.
Our team used all the research to understand any underlying causes of our client’s market-share decline. This collection and utilization of research data allowed our team to understand the situation from a variety of perspectives, radically changing the way traditional market studies are performed.

Our Method:

Upfront consultation with key stakeholders to...
1. frame project scope
2. define success goals
Comprehensive review of over 40+ existing research reports to...
1. cover all facets of that market and secondary data
2. uncover insights and opportunities
3. recommend key actions
We leveraged our Natural Language Processing AI tool to understand underlying drivers for product ratings.
In-depth interviews with key stakeholders including a country manager, the sales team, and the marketing team to understand their diverse perspectives.
Workshop to discuss the competitive situation and consumer landscape, and decide on next steps.
Consulting on design and analysis for...
1. follow-up research
2. addressing critical-need gaps

Outcomes:

The threat to the client’s two brand players was coming almost entirely from one local powerhouse brand. It held close to 50% of the value share alone, and commanded strong loyalty from entrenched consumer base driven by heritage. That brand also had a much broader distribution through traditional trade outlets (and smaller mom & pop shops).

Those smaller traditional trade were not strongly supported by our client, however they made a significant difference for the competition as the small store owners were incentivized to push other brands directly to consumers.

Recommendations:

Our client had 2 different brands for the same type of product, which caused some confusion and dilution of brand loyalty. Specific recommendations for sustaining business, based on sound information and strategic insight was developed:

Two-tiered pricing strategy (to justify dual brand existence in market)
Opportunistic targeting (to capture new market entrants)
New product ideas (to fit consumers' need)
Concentrated efforts (to address traditional trade distribution)
Relevant messaging (to utilize consumer insights and category triggers)
Emerging media opportunities (to flank leading competitor)

Timeline:

Four weeks

CASE STUDY #6

EXPERIENTIAL MARKETING CAMPAIGN EVALUATION

CASE STUDY #2

OPPORTUNITY MAPPING - WHITE SPACE IDENTIFICATION

Case Study #1

CLARITY REPORT

Background & Objective:

Our Approach:

Clarteza employed a 'perspectives approach', gathering information from multiple sources to fully understand the business issue.
This was accomplished by reviewing all existing research, capturing product reviews online, conducting in-depth interviews with all US and South Africa stakeholders to get their multi-disciplinary perspectives; reviewing syndicated sales results for South Africa; and curating trends information in the local market.
We developed a list of hypotheses what may have been the cause of decline.
Our team used all the research to understand any underlying causes of our client’s market-share decline. This collection and utilization of research data allowed our team to understand the situation from a variety of perspectives, radically changing the way traditional market studies are performed.

Our Method:

Upfront consultation with key stakeholders to...
1. frame project scope
2. define success goals
Comprehensive review of over 40+ existing research reports to...
1. cover all facets of that market and secondary data
2. uncover insights and opportunities
3. recommend key actions
We leveraged our Natural Language Processing AI tool to understand underlying drivers for product ratings.
In-depth interviews with key stakeholders including a country manager, the sales team, and the marketing team to understand their diverse perspectives.
Workshop to discuss the competitive situation and consumer landscape, and decide on next steps.
Consulting on design and analysis for...
1. follow-up research
2. addressing critical-need gaps

Outcomes:

Recommendations:

Two-tiered pricing strategy (to justify dual brand existence in market)
Opportunistic targeting (to capture new market entrants)
New product ideas (to fit consumers' need)
Concentrated efforts (to address traditional trade distribution)
Relevant messaging (to utilize consumer insights and category triggers)
Emerging media opportunities (to flank leading competitor)

Timeline:

Four weeks

CASE STUDY #6

EXPERIENTIAL MARKETING CAMPAIGN EVALUATION

CASE STUDY #2

OPPORTUNITY MAPPING - WHITE SPACE IDENTIFICATION

Case Study #2

Opportunity Mapping - white space identification

Overview & Objective

Our Fortune 500 client completed a comprehensive market analysis to better understand its consumers and overall competitive landscape.

Clarteza partnered with this client to use new knowledge and explore white space opportunities to develop new product ideas by identifying segments, drivers, and occasions for new product ideas.

Our Approach:

First, to ensure that new product ideas leverage rich segmentation data, Clarteza developed a summary profile of the specific segments/demand spaces, including:

Key choice drivers.
Consumer attitudes and motivations.
Product form and brand preferences.
The 5 W’s – who, what, where, when, why, and how.
New ideas fundamentals: Consumer insight, Benefit and Reason to believe.

This was our road map to co-create initial ideas with the client.

Then we looked at the competitive landscape by leveraging the Clarteza Product Portal which was created earlier for this client:

Our Method:

In our uniquely distinctive workshop experience Innovation by Design, Clarteza reviewed the information, provided inspiration and lead through the innovation process to:

Determine if there were any glaring “misses” in all initial ideas
Recommend elements for optimizing each concept to represent the most important/most relevant attributes and benefits to more directly leverage the segmentation findings
Prioritize ideas to determine whether to move forward with all possible options or put any of the ideas on the backburner
Uncover any new concept platforms that may have been missed.

Outcomes:

A comprehensive list of initial concepts organized in terms of priority

Rooted in relevant consumer insights that leverage most important behavioral and motivational consumer triggers in the relative segments/demand spaces

Connects them to the product positionings

This approach increases the relevance of the ideas with target consumers and therefore improves chances for success during launch.

Timeline:

One to Two weeks

CASE STUDY #1

CLARITY REPORT

CASE STUDY #3

FUSION METHODOLOGY INSIGHTS

Case Study #3

FUSION METHODOLOGY INSIGHTS

Background & Objective:

Our Fortune 500 Consumer Packaged Goods client wished to understand current consumer perceptions and usage of one of their flagship products to uncover any hidden barriers. The objective was to create and evaluate a new product that meets consumer expectations and solves the right consumer problem. Ultimately, our client wanted to create a product or products that was used more frequently. The project was conducted in four countries: the U.S., France, Italy and Argentina.

Our Approach:

We first conducted a preliminary assessment of the current category usage by developing a Clarity Report.
1. This was a synthesis of all research to date, including competitive review, how people use the products, and where they shop
2. Then, we structured this research study to uncover the right consumer problem
3. We tested our initial hypothesis in qualitative, in-depth discussions and then moved into full in depth one on one interviews.

Our Process

Utilize fusion research methodology to uncover insights
Leverage learnings from the Clarity Report to determine the depth and breadth of this research
Conduct in-depth stakeholder interviews with key decision-makers to formulate ongoing hypothesis
Request anthropologist assistance for employing the right type of consumer questions
Encourage in-depth qualitative discussion using behavioral science fundamentals and projective techniques to uncover often-hidden consumer insights

Our Method:

We evaluated the product’s shelf presence while leveraging Prevue, a predictive analysis of current product’s noticeability at a first glance on shelf to establish a benchmark.
We evaluated voice intonation to determine the level of energy with potential new prototypes.
After the qualitative interview, we asked our respondents to provide feedback quantitatively to identify directional trends.

Outcomes:

Our client received a multi-dimensional analysis that also provided certainty of a direction for the new product prototypes. The insights that were uncovered in different countries identified different behaviors in consumer product application as well as in overall category perception. As a result, the client was able to identify which country was more ready for the new product, and which type of consumers needed some education and preparation before the rollout.

Timeline:

Eight to Twelve weeks

CASE STUDY #2

OPPORTUNITY MAPPING - WHITE SPACE IDENTIFICATION

CASE STUDY #4

NEW PRODUCT IDEA EVALUATION

Case Study #4

New Product Idea Evaluation

Background & Objective:

Our client wished to launch a baked-good product with a new brand. The current brand was perceived by their consumers as classic and traditional, and appealed to people over 50+. The purpose of launching the new brand was to create excitement in the category and appeal to millennials and therefore increase growth.

The new brand, however, if taken out of context, could have been seen as confusing or polarizing. While the younger audience felt the brand was edgy, innovative, fun, and unique, our client wanted to make sure it did not alienate their current customer base.

Our Approach:

Our team conducted a predictive analysis Prevue to capture which elements of the two packages cut through the clutter better and which package stands out more in a competitive context
Then, we applied a quantitative research to evaluate both branding options
This was done through AI driven micro-facial analysis of consumers' reactions, as well as cognitive answers relating to preference and purchase interest
Integral to our approach was our fusion research methodology to uncover insights

What does your brain “see” in seconds?

the power of the pack
visual communication assesment

Our Method:

We evaluated the products’ elements of noticeability. We conducted comprehensive online research to understand respondents’ overall perception, brand preference, and likelihood of product purchase.

CURRENT BRAND

NEW BRAND

Techniques applied:

Micro-facial AI software to assess unconscious, automatic reactions to the brand through a webcam algorithm that measures key human emotions
1. When viewing the Edgy/Youthful/Polarizing brand, there was a spike in cognitive load for participants age 41-60 when first viewing the brand. There was no corresponding spike when first viewing the Current/Traditional/Classic brand.
2. These results were captured by exposing people for 15 seconds to 2 different logos and recording their micro-facial emotional reaction to the brand.
Analyzing and presenting responses for the most frequent mentioned words
1. We identified what people liked most
Running a regression analysis to understand the relationship of the preferred brand with purchase behavior

Our process:

Brand and communication evaluation: we use fusion evaluation to capture data and emotions

Input: creation of the microfacial algorithm through labeled and unlabeled video and metadata
Output:
1. 20 facial expressions
2. 7 emotions (sadness, joy, anger, surprise, fear, disgust, contempt)
3. Valence, engagement, attention
4. Age, ethnicity, gender
Analyzing emotions in free-flowing text: Clarteza analyzed a significant amount of unstructured text using AI to find themes and underlying emotional factors in consumers’ language.

Age 18-40
Age 41-60

brand a

Edgy/Youthful/Polarizing

brand b

Current/Traditional/Classic

Microfacial expression - brow furrow

When viewing the Edgy/Youthful/Polarizing brand, there was a spike in cognitive load for participants age 41-60 when first viewing the brand. There was no corresponding spike when first viewing the Current/Traditional/Classic brand.

note

These results were captured by exposing people for 15 seconds to 2 different brands monadically. We recorded their micro-facial emotional reaction to the brand which was instantly analyzed by AI algorithm.

We looked for emotional content in stories people shared about baked goods

Clarteza analyzed a significant amount of unstructured text to find themes and underlying emotional factors in consumers’ language.

We were able to uncover answers to questions we haven’t even asked and could identify valuable insights that changed the trajectory of the brand’s launch

CASE STUDY #3

FUSION METHODOLOGY INSIGHTS

CASE STUDY #5

COMMUNICATION EVALUATION

Case Study #5

Communication evaluation

Background & Objective:

Our client wished to evaluate communication visuals to convert non-buyers to users. They developed a three-week consumer challenge where a consumer would test a product for three weeks to determine if they could notice a detectable difference. The objective of this campaign was to convert non-buyers and solidify loyalty with current buyers.

Our Approach:

We applied a fusion research methodology and leveraged AI to evaluate consumers' overall unconscious and then cognitive preference for the most appealing visual communication campaign, which we then optimized. We followed the following process:

Our process:

1 Branding and communication evaluation: PREVUE - unconscious processing

As a first step, we evaluated the first visual to determine what is visible at first glance and cut through the clutter.
We then compared it to the communication strategy to see if what people see actually aligns with what the brand intended. Initially, it wasn’t. What people noticed, was not fully consistent with what the brand’s priority was.
As a result, we optimized the initial design to highlight the most important elements so then it could be moved into in the quantitative evaluationto determine if the content resonates and connects with consumers.

Getting noticed is the #1 job
What does your brain “see” in 3-5 seconds? (predictive thinking)
Will you be noticed, recognized, and chosen? (cognitive thinking)

get noticed

Happens in seconds and is
an unconscious process

get recognized

Occurs when the brain notices
and starts to process

get chosen

Once noticed and recognized,
will they want to buy it?

2 Microfacial Expression AI evaluation using algorithm to detect up to 20 emotional responses

Through a quantitative online study, we captured immediate, intuitive reactions of participants to evaluate the overall preference of one type of visual vs. the other. We leveraged AI tool which was developed in MIT Lab and rooted in the original groundbreaking research conducted by Paul Eckman. Paul's Wikipedia
The difference between the two options was significant.

output example – expressiveness

3 Areas people liked most – and why: cognitive noticeability, appeal & ability to connect

Following the microfacial analysis, respondents could answer why they liked certain things, which allowed us to optimize the communication further.

We applied artificial intelligence AI and NLP machine learning to quickly analyze open text data and help group the message.

Message	Total Exact & Contextual Matches
animals, cat and dog	73%
health, good health, healthy	51%
difference	35%

The average number of clicks was 3, and the total number of seconds on the page was 16:
1. First Click: How many seconds pass before the first click
2. Last Click: How many seconds pass before the last click (not including the Next button)
3. Page Submit: How many seconds pass before clicking the Next button (i.e., how long in total the respondent spends on the page)
4. Click Count: How many times the respondent clicks on the page

4 What we learned using AI, Natural Language Processing analyzing open ended responses:

We uncovered drivers of preference:

We identified clusters of conversation and relational topics:

5 How likely are you to recommend a brand?

One of the last steps was an assessment to learn which communication garners higher scores in brand recommendation and product trials. Specifically, we wanted to find out which visual was most convincing to potential new shoppers

Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word of mouth.

Outcomes:

The results from the study were multi-dimensional, spanning AI predictive, unconscious, and conscious processing of the brain.
The outcomes allowed for optimization of the communication pieces to ensure that the campaign visuals were effective at communicating the most important elements in the campaign and had understandable, and convincing messages.
In the process, we clearly identified the visual that was most appealing to consumers. We also highlighted elements that could be enhanced by clarifying confusing infographic cues.
The ultimate learning allowed the client to roll out the campaign successfully and increase product sales.

CASE STUDY #4

CONCEPT ASSESSMENT

CASE STUDY #6

EXPERIENTIAL MARKETING CAMPAIGN EVALUATION

Case Study #6

Experiential marketing campaign evaluation

Background & Objective:

Clarteza team was asked to evaluate a product launch that included an experiential marketing campaign, where consumers interacted with the product in a ”pop-up café” and were guided through the experience by brand ambassadors.

As this initiative was a key pillar in the marketing plan, the client wished to understand its effectiveness prior to rolling it out to other markets.

Our Approach:

Clarteza employed diagnostic fusion research methodology, leveraging both System 1 (unconscious brain processing) and System 2 (cognitive thinking) thinking, in order to fully capture the user experience, its impact, and to highlight opportunities for optimization.

Methodology & Design

To quickly and efficiently assess the effectiveness of this experience, customers were first led through product introduction. Then, a combination of Predictive, Ethnographic, directionally Quantitative and in-depth Qualitative interviews were conducted.

We applied the following methodology:

Observed customer traffic
Analyzed the flow of people
Looked for clues as to what works vs. what may be an area of opportunity

Outcomes:

Prevue, predictive visual modeling solution allowed our clients to get a quick, preliminary noticeability assessment of the visual triggers prior to qualitative and quantitative evaluation.
The visual assessment allowed our client to optimize the layout of the road show to significantly improve the experience and consumer engagement.

Clarteza presented learnings that were truly surprising to the client, based on:

3 days of observation
Several in-depth interviews with people who visited the café
Random quantitative interviews
Discussions with brand ambassadors

Some of these observations were not even on the client’s radar. They included:

Significant logistical issues that inhibited consumers' product experience
The visual representation of the road show was not highlighting brands’ distinctive assets
Re-training of brand ambassadors was necessary
Different types of incentives for shoppers and brand ambassadors was initiated to increase conversion
Streamlined product offerings were on display to avoid confusion and speed up traffic

The takeaways were so impactful that the following phase of the road show was significantly more successful. All daily Key Performance Indicators (KPIs, including daily sales), were surpassed after our diagnostic analysis was received and recommendations applied.

Timeline:

Two weeks

The entire project from commissioning to report took 2 weeks.
This allowed the client to quickly make essential adjustments to the campaign prior to further rollout.

CASE STUDY #5