Building or Refining
A high-profile maker of musical instruments was seeking broad-scale consumer input into the differentiating aspects of their brand to potentially refine marketing communications, and to help inform the development of the next series of products.
In addition to 20 in-depth ethnographic interviews, Leap collected a nationally representative sample of instrument players to complete an online survey. This combined approach allowed us to profile the client's current users, understand the consumer decision-making process, examine the brand image compared to competitors, and measure interest in new feature ideas.
Our in-depth analyses of players' attitudes and behaviors provided critical insight allowing our client to understand engagement and loyalty with their brand. In addition, consumer interest in specific features revealed opportunities for attracting new users away from competitive brands.