Branding | september https://www.september-online.de Strategie & Forschung Wed, 30 Aug 2017 07:28:12 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.5 https://www.september-online.de/wp-content/uploads/2016/09/cropped-ICON-1-32x32.png Branding | september https://www.september-online.de 32 32 heart.facts emotion research – closer to the unconscious than any other method https://www.september-online.de/en/heart-facts-en/ Mon, 06 Mar 2017 17:02:38 +0000 http://www.september-online.de/?post_type=project&p=2928

Ziel: die unsichtbaren emotionalen Reaktionen auf Marken und Werbemittel präzise messen; Unternehmen und Agenturen praktisch verwertbare Resultate liefern.

Why: Alle unsere Entscheidungen werden durch schnelle, unbewusste Emotionen beeinflusst und vorbereitet. Marken, Werbemittel und Verpackungen sind also nur dann erfolgreich, wenn sie beim Konsumenten positive emotionale Wirkung erzielen. Mit der heart.facts Emotionsforschung ist es möglich, diese Effekte objektiv und detailliert zu messen.

How: Die neue heart.facts Methode schlägt eine Brücke zwischen apparativen und explorativen Ansätzen. Dabei messen wir parallel bis zu 20 verschiedene psychophysiologische Reaktionen, die wir anhand von sieben trennscharfen emotionalen KPI detailliert nachweisen: Vertrauen, Sympathie, Attraktion, Nähe, Relevanz, Skepsis und Stress.

What: Unsere Kunden erhalten verlässliche Kennzahlen, die das emotionale Profil ihrer Marke und die emotionale Performance ihrer Werbemittel nachweisen. Die Methode ist für alle Kanäle geeignet und erlaubt es, die emotionale Leistung von z.B. Anzeigen, Plakaten, TV-Spots und Bannern zu vergleichen. Auch Konzepte, Texte, Mockups, Storyboards und Animatics können getestet werden.

psyphysdatenstoeme

Therapist smiling at her patient

]]> Design Thinking: Never fall in love with your first idea https://www.september-online.de/en/project/design-thinking-never-fall-in-love-with-your-first-idea/ Mon, 06 Mar 2017 16:12:34 +0000 http://www.september-online.de/?post_type=project&p=2912

Design Thinking: Never fall in love with your first idea

Objective

to develop and market a new foodstuff using the Design Thinking method

Why

Our client was planning the immediate launch of a protein drink for women, for which all parameters were open. september was given the task of identifying relevant target group needs and barriers: promptly, thoroughly and in close collaboration with the end-customer and client.

How

A multi-stage  Design Thinking process with in-depth interviews for the qualitative registration of target group needs. Taking the outcome as a basis, Institute/Client workshops were held to establish a concrete development platform; this was followed by qualitative testing of potential proposals and agreement on the recipe. The design and positioning concepts arising from this were again tested and finalised during in group discussions.

What

A validated check list with recommendations for design, communication and recipe, along with strong client identification with the results.

]]> Not everything looks good: optimal packaging design https://www.september-online.de/en/project/packaging-design/ Mon, 06 Mar 2017 16:11:50 +0000 http://www.september-online.de/?post_type=project&p=2908

Not everything looks good: optimal packaging design

Objective

to evaluate the impact of a new packaging design based on objective emotional indicators.

Why

september was tasked with testing a novel dessert cup. The client wasn’t just interested in usability but also in the influence of the pack on the emotional appeal of their long-standing traditional brand.

How

 We carried out heart.facts emotion research in four stages:
1) Measurement  with the help of a 3-D model
2) Measurement of the haptic prototypes
3) Measurement of reactions to the emotional brand profile before and after contact with the pack
4) In-depths to clarify the causality between measurements and the emotional experience (‘story’)

What

The client received insights that went far beyond the usual design and UX studies. Using objectively gauged KPIs, it was then possible to compare the new pack with other packaging in terms of usability and the brand lift achieved.

]]> It’s a kids‘ world https://www.september-online.de/en/project/its-a-kids-world-en/ Mon, 06 Mar 2017 16:10:09 +0000 http://www.september-online.de/?post_type=project&p=2899

It’s a kids‘ world

Objective

to generate insights into the best way for children’s and family brands to address their target group on TV.

How

We use a variety of methods to identify the daily conflicts lurking behind the façades of a supposedly intact family world. The ‘FBI’ method involves parallel interviewing of mother and child – this way we obtain two authentic angles on the same family and their conflicts. We get the test persons to depict the make-up of the family with the help of Schleich® animals; we can tell a lot about family relations and the test person’s role in the family from their choice of animals and the way the mums and kids assemble them in a family group.

Why

TV advertising for children’s and family products is faced with the challenge of appealing emotionally to both kids and the gatekeepers (mums and dads).

What

Parents find themselves caught in the 'Bermuda triangle of child-raising' consisting of control (fear of loss), ambition (highest quality expectations), and parental ego (time to oneself). Parents make demands on their children requiring more than they're prepared to invest in bringing up their offspring. The conflicts arising from this 'convenient parenting' provide the basis for successfully addressing both parents and children. This starting point makes it possible to position brands as conflict resolvers, and to select appropriate benefits and RTBs to design advertising media that get consumers on board by appealing to their psychological needs.

]]> Tool: The Lion’s Cage https://www.september-online.de/en/project/tool-the-lions-cage/ Mon, 06 Mar 2017 16:09:42 +0000 http://www.september-online.de/?post_type=project&p=2897

Tool: The Lion’s Cage

Objective

to see one’s own brand through the eyes of its customers.

Why

The target group is the best source for pinpointing the crucial USP and discovering which RTBs really do win people over. But how can we get consumers to slip into the role of marketing professionals? The best way is to play a game: Lion's Cage is an unconventional method with which to tease out pertinent arguments for a new product from your target group: via a competition.

How

Consumers with creative potential come together with product managers. The participants are split into several groups and given prototypes of new products, for which they are then asked to find suitable arguments and supporting evidence  for a commercial under time pressure. After the workshop, the Lions (representatives of the client) take their places on the jury to decide who’s come out on top to win the main prize.

What

Selectivity, inspiring templates for marketing, and a product management team who identify 100% with the results.

]]> Psyche over tongue: indications of quality in coffee https://www.september-online.de/en/project/psyche-over-tongue-indications-of-quality-in-coffee/ Mon, 06 Mar 2017 16:09:22 +0000 http://www.september-online.de/?post_type=project&p=2895

Psyche over tongue: indications of quality in coffee

Objective

to identify factors that driver the perception of quality in coffee

How

Over 20 possible 'quality triggers' were generated in a multi-stage process involving in-depths and focus groups with end customers and trendsetters (online food bloggers): from the origin of the bean, to roasting and packaging, right down to the cultural rituals associated with drinking coffee. Emotion research was then conducted to prove which of the many possible options really do have an emotional effect and are credible for the brand.

Why

When consumers rate the quality of a coffee brand more highly in a blind test than with prior knowledge of the brand, it's clear that the communication side needs tweaking. Apparently, it isn't enough just to offer a good coffee. Which is why our client wondered: What drives the perception of quality?

What

The insights from the emotion research gave our client a basis on which to design a new quality concept, including the development of a new TV and out-of-home campaign, which was in turn again evaluated using heart.facts emotion research.

]]> Old wine in new people https://www.september-online.de/en/project/old-wine-in-new-people/ Mon, 06 Mar 2017 16:08:15 +0000 http://www.september-online.de/?post_type=project&p=2889

Old wine in new people

Objective

to find insights into how to whet the appetite of younger consumers for wine.

How

In a multi-stage process comprised of focus groups, accompanied shopping trips, and tests of visuals and packaging, we analysed how the target group perceives the world of wine, and identified existing obstacles as well as levers with which to introduce younger consumers to this world.

Why

Young target groups are particularly cautious in their approach to wine drinking; it takes personal development to become a wine drinker. An international drinks manufacturer tasked september with researching insights into the branding of ‘young’ wine brands.

What

Stories and visual codes that tell a credible story are particularly vital for young consumers when it comes to wine. It’s a myth that young target groups are automatically drawn to a young product presentation – the important thing is that it doesn’t seem fusty. The study provided the customer with concrete recommendations for the brand story, packaging and design.

]]> Kids just wanna have fun https://www.september-online.de/en/project/kids-just-wanna-have-fun-en/ Mon, 06 Mar 2017 16:06:50 +0000 http://www.september-online.de/?post_type=project&p=2880

Kids just wanna have fun

Objective

to understand the children's worlds of today for the launch of a new hot chocolate drink

Why

A renowned soft drinks manufacturer commissioned september with research into the expectations that parents and children place in typical kids' products. These insights were to ensure a packaging design capable of attracting maximum attention.

How

In-home interviews in which children's rooms were viewed, followed by product tasting with mothers and children aged 6 to 10 years.

What

Specific definition of an attractive children's world within the context of packaging and product architecture, which gets both mothers and kids on board and can assert itself at the POS.

]]> Progressing from tradition: how a brand reinvents itself https://www.september-online.de/en/project/progressing-from-tradition-how-a-brand-reinvents-itself/ Mon, 06 Mar 2017 16:04:31 +0000 http://www.september-online.de/?post_type=project&p=2870

Progressing from tradition: how a brand reinvents itself

Objective

to reposition and rebrand an established confectionery manufacturer, and carry out a packaging design test.

Why

Our client’s confectionery brand has been in existence since the beginning of the 20th century. At the start of  our joint project, the brand was starting to show signs of ageing and was seeking to make a fresh start, not least against the background of what seemed to be an over-powerful brand leader.

How

A qualitative insight and design study in Germany and France served as the basis for the re-positioning. In selecting our methods we set great store by a playful research design to match the products offered by the brand.  The research focused on evaluating the logo and product name.

What

Once our recommendations had been implemented, the brand saw an unexpected level of sustainable growth amounting to as much as 20% in some of the lead categories.

]]> Bringing together what belongs together https://www.september-online.de/en/project/bringing-together/ Mon, 06 Mar 2017 16:03:15 +0000 http://www.september-online.de/?post_type=project&p=2862

Bringing together what belongs together

Objective

to generate insights into how to fuse two staff recruitment brands under the umbrella of the market leader.

Why

Integrating newly acquired companies into the master brand  is a tricky business, especially since it involves the merging of learned corporate cultures. This assignment called for a sensitive and discreet approach.

How

The september team conducted in-depth interviews among six stakeholder groups in all (staff, candidates and clients) to forecast how the planned fusion would pan out and to predict possible conflicts.

What

With the help of september, it was possible to identify potential conflicts and challenges in each group. The merger went smoothly thanks to our concrete recommendations for the overarching ‘narrative’ of the amalgamation and at the banding level. september continues to oversee the process.

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