Better Insights Drive
Amazing Action.
Our client’s success stories
We work with you to get the result you've been working toward.
Here are some of our client's successes that show the range of challenges we tackle with them.
Mouse-over selections below for details.
CONSUMER PRODUCTS
Branding Program Incorporate sustainability branding into product lines. Optimize messaging across channels for retail, digital and point-of-sale (POS).
CONSUMER PRODUCTS, BRANDING PROGRAM
BRC Solutions:
BRC created a unique qualitative + quantitative research approach to tease out real attitudes and perceptions instead of culturally acceptable responses. This approach allowed capture of robust verbatim descriptions of category issues, concerns, and desires from consumers.
Further, BRC conducted in-depth online quantitative exposure to multiple messaging, look and design options. All within a competitive framework providing in-depth analytical opportunities for deep understanding of the consumers perceptual mindset toward key messaging about the entire product category and sustainability across the competitive landscape.
Action:
Aggressive overall “green” brand messaging was derived from over 25 potential brand messages and implemented for each current product online and at POS. In addition, a new “All Natural” product line was introduced.
Results:
Extended category leadership to now own “green” positioning. Created competitive barriers unable to be overcome by competitors. Increased sales coming from new Millennial customer segments. Continued growth in revenue and market share. Moving Forward – Continued successful expansion of “green” product messaging and industry leadership applied to new market category efforts with continued BRC engagement.
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ECOMMERCE
Ecommerce CPG Program Expand ecommerce to consumer product market. Market sizing for branded products. Identify products with greatest opportunity for success.
ECOMMERCE, CPG PROGRAM
BRC Solutions:
BRC combined extensive secondary market analysis with in-depth ethnographic qualitative and equally extensive online quantitative. Robust depth derived from ethnographies provided guidance to quantitative questions and color to overall results. BRC employed our proprietary online research process for accurate target market sizing, segmentation, brand position optimization analysis and communication message testing, portal design and user experience creative.
Action & Results:
Original name was changed based on BRC insights for the website portal and product lines. Targeted product introduction to high-value customer segments took place as opposed to broad market or full customer base roll-out. Initial offering of specific functional products as opposed to broader product line. Messaging strongly transparent and authentic to cover “green” product benefits resulting in increased Millennial appeal, trial and adoption.
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AUTOMOTIVE
Award-Winning Website Redesign Program The goals were simple, but not easy to achieve; 1) win the coveted “best OEM website” award from JD Power and 2) develop prioritized features for future website revisions.
AUTOMOTIVE, AWARD-WINNING WEBSITE REDESIGN PROGRAM
BRC Solutions:
BRC employed iterative prototyping with in-person design sessions. Beginning with paper-based prototypes and ending with interactive prototypes for online quantitative evaluation.
BRC finalized the blueprint for the client’s website experience with a large-scale online quantitative comparative review or the near final prototype to competitive OEM sites.
Action:
Significant meaningful improvements were made to OEM’s website from the ground up for its redesign launch. Throughout this process, specific areas were optimally prioritized for future redesign efforts – identifying those with the highest ROI potential.
Results:
Won the coveted JD Power “best OEM website” the initial launch year AND the next three years. In addition, by addressing areas of most importance in subsequent redesign launches, website usage rose significantly throughout this time period culminating in tripling the vehicle purchase rate attributed directly to an informational website.
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SOFTWARE & CLOUD
Customer Insight Platform Program Growing rapidly, client needed to distribute meaningful, actionable customer insights throughout global organization. What was best way to do that?
SOFTWARE & CLOUD, CUSTOMER INSIGHT PLATFORM PROGRAM
BRC Solutions:
Initially, Burshek Research began answering the Client’s business questions for a product line with one-off research procedures. The Client experienced market success in all of these areas by acting directly on Burshek’s recommendations. This initial success led to trusting BRC to build an internal department and system focused on strong cross-functional and geographic partnerships to align objectives and optimize resources.
Over time, BRC built a global Market Research program to meet organizational needs, centralizing research and rationalizing investment. More recently, BRC architected a global knowledge platform providing 24×7 access to pragmatic insights and research, resulting in an exponential increase in Customer Intelligence usage (3500 CI end-users) and increased collaboration.
Action & Results:
Client grew from a small conglomerate to a global powerhouse and software and cloud world leader. Despite turnover and changing economic times over the years, the Client credits their continued success to the feedback system initiated by BRC and the resulting Customer Insights and Market Intelligence platform.
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CONSUMER PRODUCTS
Price and Messaging Program Product line extension into already crowded marketplace. Sometimes success is raising an initial cautionary alarm.
CONSUMER PRODUCTS, PRICE & MESSAGING PROGRAM
BRC Solutions:
Following extensive secondary market trend analysis, BRC employed our proprietary “visual” online research process with significantly increased customer engagement. Targeted, verified sample population was taken through our unique question process which identified category attitudes and usage, segmentation feature and benefit profiling, price elasticity and optimization, and celebrity endorsement optimization.
Action:
Celebrity endorsement, pricing, and market strategy were all decided. However, market forecasting indicated there was not enough demand at the needed price point to warrant client investment in a major launch. As such, the client proceeded with a very small scale pilot market launch. Results from reality mapped to predicted low penetration rates.
Results:
VP of Marketing:
“Well you were right! Thank goodness we did the work ahead of time rather than learning through a major launch. Now, that would have been really expensive. There simply was no way to make this product fly at the price point we required. Thanks again!”
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FINANCIAL SERVICES
Digital Design Optimization Program Client needed to re-brand and optimize their digital presence to fit future direction rather than past successes. Their ‘gut’ told them one thing, but real data saved the day.
FINANCIAL SERVICES, DIGITAL DESIGN OPTIMIZATION PROGRAM
BRC Solutions:
BRC employed our proprietary digital research processes to target audiences, both current and potential customers, to interact with the agency proposed design. Findings were analyzed against our benchmark of success metrics for digital services and found major incongruity between the client’s mission and the impact of the proposed design.
BRC worked closely with the design agency, using both qualitative iterative processes and iterative quantitative “snapshot” evaluations, to provide the client confidence in the design, content, navigation and experience
Action:
Completely different design, messaging, navigation and user experience implemented as opposed to initial design directions. Launch results matched forecast response and validated design, messaging direction and navigation components. Iterative launch plan implemented.
Results:
Client’s website engagement and user experience metrics were significantly higher than other industry online and mobile applications. Site was winner of several industry awards.
“When you begin with only your beliefs, you immediately limit potential and can even unknowingly damage the brand. That is the direction we were headed prior to engaging Burshek.” Chief Marketing Officer
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TV & ENTERTAINMENT
Marketing Program Create “value,” landscape client brand to competitive networks and learn how to leverage strengths in show selections and marketing efforts across TV and digital.
TV & ENTERTAINMENT, MARKETING PROGRAM
BRC Solutions:
BRC implemented multiple methodologies to address specific nuances of each business question. In-depth, in-person user experience and design evaluations were implemented for two-screen, website and overlay questions.
New show content was iteratively tested via interactive focus group sessions. Interactive Voice Response (IVR) was applied to capture real-time TV viewer responses. BRC’s extensive digital processes were implemented for viewer and non-viewer segmentation, brand and product (show) optimization analysis, competitive and risk assessment and prioritization of opportunities.
Action:
By understanding brand position against other networks while digging deeper to understand their own viewer base, this network set their course for both TV and digital audiences (each of which were unique). They moved forward establishing leadership in interactive cross-platform usage. New show concepts were developed and produced, garnering market success.
Online gaming processes, incentive and loyalty programs were introduced and created market success. This thorough, deep and robust knowledge base led to productive targeted marketing buys driving viewer reach in new markets.
Results:
Client led the network market in implementation of multiple screen viewing and on-screen interaction following several years of pilot testing and refinement.
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NEW PRODUCTS
New Product Strategy Program Optimum price point, feature prioritization to maximize buyer response, endorsement impact, and target audience demographic and psychographic composition.
NEW PRODUCTS, NEW PRODUCT STRATEGY PROGRAM
BRC Solutions:
Following extensive secondary market trend analysis, BRC employed our proprietary “visual” online research process with significantly increased target audience engagement. Targeted sample population was taken through our unique question schematic which identified category attitudes and usage, segmentation feature and benefit profiling, price elasticity and optimization, and celebrity endorsement optimization.
Action:
Long-term endorsement contract established with a major category celebrity. The product name was changed. Quantified market and sales potential were proven against benchmark norms. Ideal price point maximize market penetration and revenue was established. Sales and marketing communication approach and content was created to maximize impact.
Results:
Market success far exceeded expectations while meeting BRC’s forecasts. Product is client’s most successful new product launch in history of selling online and through television.
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ORGANIC GROCERY
Channel Optimization Program Out of all available product options, which are optimal for introduction into consumer retail versus the institutional channel?
ORGANIC GROCERY, CHANNEL OPTIMIZATION PROGRAM
BRC Solutions:
BRC employed our proprietary online research processes with verified, quality target audience participants. Participants represented both grocery retail consumers and institutional buyers. BRC created in-depth online quantitative exposure to product package and messaging options. All within a competitive framework.
BRC analyzed the findings against our success benchmarks for new consumer product introductions. BRC then worked closely with the client on applications for implementation of the ‘winning’ products.
Action:
Out of 24 possible product line options, four scored significantly high against BRC’ new consumer product benchmarks to insure optimal success among both grocery retail and institutional. Second tier product line results were organized for add-on product introductions.
Results:
Market success occurred quickly within the institutional market as the product line’s size and clean ingredients tapped inherent market demand while satisfying the young target audience’s taste buds. Success moved more slowly through the complex buying process of both organic and traditional grocery chains.
Once through the process and into pilot stores, sell-through success prompted more chains experimentation with the product lines and ultimately significant coverage deals were put in place with the larger traditional grocery chains.
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HOSPITALITY
Buyer Impact Program Identify optimal messaging to drive impact, and determine product impact on overall brand perception.
HOSPITALITY, BUYER IMPACT PROGRAM
BRC Solutions:
BRC set up, administered, analyzed, reported and created business recommendations from an in-market experimental research design methodology.
Action:
The institutional market was determined to be less risky to introduce and gather market perception, potential sales and brand impact metrics for future product roll-out activities. Initial pilot project coordinated with a major hotel chain for in-market testing and analysis. Product placed in specific hotel locations and supported with coordinated marketing effort both in-room and in supporting role of entire hotel’s green effort.
Results:
Results were not expected, at all. A simple consumable product, properly messaged and promoted as demonstrative of a company’s overall commitment to “greening their supply chain” in ways the guest could relate to – increased Net Promoter Score values by a stunning 10%.
In Hospitality increases in NPS is known and proven to cascade through the organization as an increase in revpar for specific hotel destinations. In other words, this was truly stunning success!
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MEDIA
Brand Equity Program Knowing your movie is good, but yet average, what builds optimal customer interest? Which promotional visuals deliver the movie’s brand position in a manner that increases viewer probability?
MEDIA, BRAND EQUITY PROGRAM
BRC Solutions:
BRC employed our proprietary online research processes with verified, quality target audience participants. Participants represented both in-theater viewers of the movie and a significant size cohort (for major segmentation purposes) of movie viewers who had not seen it. BRC created in-depth online quantitative exposure to product covers and messaging options. All against a competitive framework.
BRC analyzed the findings against our success benchmarks. BRC then worked closely with the client on applications for implementation of the ‘winning’ visual and message.
Action:
The optimal design, visuals and copy – as well as that for all POS promotional material – was determined from 12 alternatives. From the alternatives, design elements with the highest purchase probability impact were selected and configured in the optimum manner.
Results:
Despite lackluster in-theater revenues, the movie experienced extremely
high sales levels at retail and as a download. For the year it went to retail it moved up in comparative rankings from the low 30’s in movies released in theater to top ten in after-market success.
Further, client worked closely with BRC to establish a brand value equity in the marketplace. The results were used in market valuation of the company and directly attributed to an additional $140 million equity over initial valuation in acquisition.
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TECHNOLOGY
Price Elasticity Program A product manager suspected the company was leaving “significant dollars on the table.” An objective analysis to see if this presupposition had support from buyers was implemented.
TECHNOLOGY, PRICE ELASTICITY PROGRAM
BRC Solutions:
A proprietary price elasticity schematic developed by BRC was applied. Using this methodology, interviews were conducted with the corporate and end-user markets and a price/demand elasticity curve was established. This methodology differed significantly from others in that the results gave a truly independent analysis of the price elasticity curve and allowed for demand forecasting to take place for prices that were not explicitly asked.
Action & Results:
A new technique or unique application of a technique is only as good as the results it yields. The findings from this study determined that the optimum price point for the upgrade pricing of this product was higher per unit than initially planned.
Through forecasting the optimal demand/price relationship, the increased price point more than made up for the slight decrease in demand or unit throughput. The net result, according to the company, was an additional $100 million dollars, the majority of which went straight to the bottom line.
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B2B
Market Segmentation Program What works in capturing initial attention from corporate buyers who have “seen it all before?” Is there a benefit set that appeals more to the entire corporate marketplace or is the market segmented on some corporate demographic?
B2B, MARKET SEGMENTATION PROGRAM
BRC Solutions:
Our approach encompassed the use of qualitative and quantitative interviewing methodologies. The qualitative methodology confirmed and/or denied the feasibility of the various feature and benefit propositions for the product. While the quantitative interviewing allowed the measurement of impact on demand from the features and benefits as well as the creation of the optimum feature+benefit set for four distinct market segments.
Action & Results:
BRC identified four distinct market segments, measured the impact on demand of the feature and benefit propositions individually, and then created an optimum combination for each of the market segments.
The Client learned the “Hot Buttons” for grabbing attention among buyers in each of the four segments and the optimum set of features and benefits to have the highest probability of “closing the deal.”
The Client is now the market leader in a previously highly fragmented market and they have since gone IPO with a very successful offering.
The lesson learned according to their VP of Marketing:
“Instead of letting the market segment itself among a number of competitors, it is far better to segment your product to best meet the diversified needs of the market.”
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TECHNOLOGY RETAIL
Merchandising Program Client needed to know where to invest. In the retail salesperson as the “in-store” consultant to buyers OR on educating the consumer prior to retail visit.
TECHNOLOGY RETAIL, MERCHANDISING PROGRAM
BRC Solutions:
A combination of before-and-after experimental research design together with observational techniques was used to answer the question of “What level of impact is the retail salesperson in the choice of a particular product from this category?” The study commenced in large and small retail outlets in several cities encompassing both the US and Canada.
Shoppers were interviewed on a random basis upon entering the store and were given an incentive to stop on the way out to complete an exit interview. They were also observed and tracked throughout their entire buying experience within the store. The findings were very conclusive that technology retail shopping, at least, is a destination shopping experience. While an influence in a few cases, the retail salesperson was non-existent to a very low-level factor in the overall in-store experience than ever imagined.
Action & Results:
This was a major reversal in understanding the retail shopping experience for technology products by this client. The results were controversial. However, the money earmarked for the educational campaign was instead spent to build brand equity outside of the store among the target market.
The products grew to lead their respective categories and experience a higher percentage growth rate at retail than their competitors, some of whom did invest in retail associates educational campaigns.
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MANUFACTURING: RAW MATERIALS
Advertising Program Recent sustainability laws forced significant improvements among alternative materials. This created concern among Client to their market exposure.
MANUFACTURING: RAW MATERIALS, ADVERTISING PROGRAM
BRC Solutions:
Since 2009, BRC’s industry and consumer insights consulting have been critical to Client’s ability to weather opposing forces across product categories. Production forecasting for various scenarios provided overall guidance.
Questions answered were: how exposed is Client in product category, what are the drivers of overall production, how should Client respond should a major user publicly announce using an alternative material?
Action & Results:
Once raw material decisions by end-users were announced, the strategic plan for messaging and communication efforts was put into effect to consumers through competing end-users directly to the industry and through to consumers.
Client’s material has become a competitive ingredient in end-users advertising, which was key to marginalizing Client’s losses in product category. Switching the industry message to a new innovation was critical to sustaining Client’s position across the multiple industries Client provides product.
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HOSPITALITY
CX Program Determine key drivers of each customer’s individual experience. Align drivers to client brand relative to competitors.
HOSPITALITY, CX PROGRAM
BRC Solutions:
BRC implemented our full Customer Experience Success™ program across the Client’s marketing and operations functions. BRC’s CX Success™ program is a complete 360˚ customer experience process. It takes a Client from exploratory research learnings all the way through to implementing clear strategic and tactical directions.
Brand essence provided guidance for every decision made. Design of all interaction, touch points, and experiences done to deliver easily understand value against what mattered most to Client’s guests and potential guests.
Action:
Four distinct market positions emerged with the Client delivering against the broadest range of consumer decision criteria. Prototypes were designed and tested that provided room layouts based on clarity of target customer profile/needs/wants. To deliver, the properties had to reflect their essential presence in the local community.
Results:
Customer experience roadmap detailed how every customer touch point must be designed to deliver from the first point of contact on. This was carried all the way through to the marketing and communications implementation. Using the KPI of Net Promoter Score (NPS), segmenting target audience and delivering specific campaigns to increase Word of Mouth (WOM) reach.
Over 1 million incremental people are reached with no additional cost
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Clients
We’re proud to work with the best
No matter the task, we’re dedicated to finding solutions that work for everyone while attaining results. Here are a few clients we’ve had the privilege to work with.
Testimonials
What some recent clients say about there experience with Burshek Research & Consulting
We might be biased. Take it from our clients.
Senior Vice President, Time Life
“In short, you were right! Our product has been an instant success and is now rolling out as a success nationally. Excellent work, thank you again!”
Business Group Leader, Verizon
“On each project, Burshek sees the big picture as well as the minutiae, delivering actionable information that far exceeds our expectations. Because of their incredibly broad range of knowledge, they also are able to bring new life into research with creative approaches and innovative ideas on implementing results.”
Senior Vice President, Bayliner Products, Brunswick
“Seriously, Burshek delivers the type of insights you dream about! We get so much more than we anticipate; we can implement results immediately AND influence future strategic direction.”Burshek Research & Consulting
Locations
Seattle • San Francisco • New York
