Modeling the Impact of Brand Partnerships

Overview: A global company sought to measure the efficacy and influence of brand partnerships and conjoined marketing efforts. Additionally, to assist in future negotiations, there was a desire to identify the most appealing latent partnerships and their potential impact, on both the client’s brand and the partner brand.

Challenge: Determine the effect of previous and potential brand partnerships, within eight global markets and across various product lines, by measuring the impact of past brand partnerships on key metrics within various population segments, and model the relative benefit of said partnerships to determine maximum reach.

Approach: Measure independent brand metrics in conjunction with conjoined visual testing of brand partnerships to determine overall fit and lift. 

How We Delivered: Pacific executed an evaluation of conjoined simulations using an experimental design to present imagery of the various components of the brand partnership. The results were used to model actual delivery of the brand partnership resulting in a final score card for each partnership.  This provided our client the ability to identify the most rewarding partnerships for maximum lift and negotiate these partnerships to optimize ROI.

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Designing a New University Degree Program

Degree Program Design and Launch:

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A top tier regional university sought to better compete for the limited pool of prospective students by optimizing curriculum, format and pricing of its online degree offering and determining the ideal marketing mix to attract applicants.

 

Challenges: Study needed to establish a deep understanding of student needs that would draw them to their institution and away from less expensive and less rigorous alternatives as well as create the optimal program configuration based on demand.

 

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Approach: Choice-based experimental design where prospective students created their ideal program based on a variety of potential program features and pricing along with Van Westendorp price sensitivity meter, and Latent Class Segmentation Analysis. 

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How We Delivered: Pacific recommended an optimal set of program features, delivered a dynamic market simulator to demonstrate enrollment based on trade-offs of features versus pricing, and developed strategic market positioning to maximize the university’s ability to compete against other for profit and not for profit institutions in its region.

City of Seattle Technology Access and Adoption Study

Pacific Market Research is thrilled that the results of the City of Seattle’s Technology Access and Adoption Study are now publicly available.  Pacific was the research partner to the City for this comprehensive view into Seattle residents' access and adoption of internet and technology and provided the research, data analysis and reporting. 

Mayor Jenny Durkin does a tremendous job of describing the study and it’s benefit to the City of Seattle in her cover letter to the public facing report:

“For the fifth time since 2000, the City of Seattle has conducted a Technology Access and Adoption study to understand how our city’s residents are using information and communications technology, and uncover the barriers that prevent true digital equity in Seattle. This year, we heard from 4,315 Seattle residents that reflect our city’s broad diversity. Households were randomly selected to participate, and for the first time, we can share their responses both at overall population and City Council district levels.

Here’s the good news: Seattle residents are more connected than ever. 95% of households report internet access in the place where they live (an increase of 10% since 2014). Additionally, we have seen growth in internet-connected device ownership, especially smartphones, with 98% of residents owning at least one device in their home.

However, we are also seeing significant gaps in access, particularly in low-income and insecurely-housed populations. People living in these communities are five to seven times more likely to lack adequate access to the internet than the average Seattle resident. Overall, whether it is cost, access or skills, most residents report some level of stress or limitation in using digital technology.”

We are incredibly proud of this work and hope you will take the time to read the diverse set of materials that are now available.  To download the Public Report or detailed Technical Report, and to access the data through the custom Interactive Dashboard, please visit:  http://www.seattle.gov/tech/initiatives/digital-equity/technology-access-and-adoption-study 

Are you interested in implementing a similar investigation into Digital Access and Digital Equity in your municipality?  Please contact John Cell at Pacific Market Research to discuss how we can help serve the needs of your community.

John Cell
Director – Custom Insights
jcell@pacificmarketresearch.com

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The Power of Relationships

The Power of Relationships

Pacific Market Research is pleased to announce the release of The Power of Relationships – How and Why American Adults Step Up to Mentor the Nation’s Youth.  This study, commissioned by MENTOR: The National Mentoring Partnership, a national organization dedicated to supporting and promoting youth mentorship, provides the first in-depth look at attitudes towards mentoring and the mentoring culture in the United States.

Designing a Well-Received Employee Benefits Package When Cost Cuts Are Necessary

Designing a Well-Received Employee Benefits Package When Cost Cuts Are Necessary

Our client, a mid-sized employer, came to us with a question: how should they design and fund their employee benefit offerings to optimize employee satisfaction and retention, and attract new talent? But there was a catch. Due to a changing marketplace, the company needed to cut some costs as well, all while continuing to grow their organization in the face of strict competition. Find out how we helped our client analyze this difficult question through research.