Case Studies

Traditional Research

A major automotive supplier initiated an exploratory research project designed to understand consumers’ attitudes toward technology and the role that it plays in their lives.

Doyle Research conducted a series of in-depth interviews among adults representing a broad range of demographics as well as attitudes toward technology. Prior to their interviews, respondents were asked to complete a two-part homework assignment: a “day in the life” record, as well as a technology inventory. During the course of the interviews, respondents were questioned extensively about their lifestyles, satisfaction levels, and the role of technology in their lives. Particular attention was paid to their reactions toward technology, regardless of the role it played.

The research resulted in a number of distinct consumer profiles (delivered to the client via “posters” and a Power Point presentation summarizing key findings and implications) which are currently being utilized by advanced design groups as stimulus for new product development.

Ethnographic Research

After months of conducting traditional focus groups in the laundry care category, a major manufacturer of home care products was looking for additional insight in order to kickstart a new product development initiative.

Doyle Research conducted a series of forty in-home interviews, in two markets. During the course of each interview, women were observed throughout the entire laundering process—gathering the clothes, sorting them, making decisions about which products to use, and drying and folding them. Insights were gained that had never surfaced in traditional research because of the opportunity to look, listen and learn about the small but telling details that can be forgotten in a controlled research environment.

The research resulted not only in a number of new product ideas that were developed for further testing, but also in a change in R&D’s product testing process—an unexpected outcome of the research.

Ideation

Brunswick Corporation was seeking to reverse the decline in bowling’s popularity, and to revitalize bowling alleys by making them family destinations.

Doyle Research facilitated an all-day, ideation session with members of Brunswick's international executive team. During the course of the day a variety of creative exercises and "games" were utilized to leverage the team's diverse experiences and perspectives, in order to generate myriad potential solutions to this challenge. DRA's expert facilitators then took the Brunswick team through convergence efforts to identify areas of high potential.

DRA then delivered to Brunswick its Concept Development Cookbook, which included an idea called Cosmic Bowling. DRA consulted with Brunswick's team about how to make the most of that and other "significant potential" ideas. From there, concepts and a compelling positioning were developed and tested. The rest, as they say, is history...Cosmic Bowling has proven to be one of Brunswick's most successful launches, and has since spawned relevant new products and services.

Kids and Teens

Johnson Controls’ (JCI) Automotive Systems Group was charged with developing an auto-show quality vehicle that would showcase its capabilities and expertise in colors and materials. With that in mind, the group chose teens as its target to leverage the distinct design challenges this group will bring to the industry as they become old enough to purchase automobiles.

To provide direction for the development process, JCI asked Doyle Research to help the team immerse themselves in the teen "world". A series of 18 in-depth interviews—six in-home and fifteen at research facilities in two distinctly different markets—were conducted among teens who were self-described as either "fashion-forward", "intensely athletic", or "mainstream". All respondents were asked to complete detailed photo assignments designed to enhance the team’s understanding of the colors and materials in teens’ lives.

Following the interviews, a DRA Team Navigation® session was conducted to sift through the findings and explore the insights gained. As a result, specific direction was provided to the client team in terms of color, fabrication, materials and features. See next year's auto-show for the final results!

Kideation®

Heinz approached DRA with the following challenge: How can we increase kids’ loyalty to, and use of, Heinz Ketchup?

DRA recommended a series of Kideation®hybrid groups, utilizing our creative pool of 4th-6th graders. Half of each session was devoted to evaluating ideas already in the Heinz pipeline, and half was devoted to engaging the children in brainstorming new ideas for consideration. At the conclusion of the research, a Team Navigation® session was conducted with clients to identify themes and ideas with the highest potential for new product development.

As a direct result of kids’ input, Heinz developed a new product—Heinz EZ Squirt—which comes in a fun, kid-friendly bottle in both traditional red tomato and new Blastin’ Green colors. It was introduced in October 2000.

ShopTalk®

A national department store chain was seeking to understand why its private label brand of clothing wasn’t selling well to teen boys. In order to achieve the client’s objectives, Doyle Research recommended conducting several ShopTalk® sessions in-store.

Mini-groups of teens were recruited to meet in the store’s conference room for a preliminary discussion of fashion preferences, shopping/purchase behaviors and brand/store preferences. Each group was then taken to the young men’s department for a “walk through” where they were asked to browse the department making notes about their reactions to brand selection, displays, layout, overall appearance and “feel” of the department. In order to eliminate bias, the store’s private label brand was never singled out as the focus of the research. Respondents were then convened for in-aisle focus groups to discuss their observations.

Results of the research led to a total revamping of the department’s private label shop—including aisle width, signage, product displays and merchandise offerings.

BoardTalk®

To improve its teacher education program on disaster preparedness, the American Red Cross needed to speak to teachers across the country who had experience with the curriculum materials. But it was the hectic end of the school year. How could they reach these teachers efficiently and with a minimum of intrusion during this busy time? Enter Doyle Research’s BoardTalk bulletin board focus group discussions.

A total of 25 teachers from a variety of grade levels, subject areas and schools across the country participated in the BoardTalk discussion over its three-day course. Teachers logged in at least twice a day to respond to questions posted by the moderator, and to react to postings from other respondents. Although not conducted in “real time,” the conversation flowed round-the-clock; teachers were able to give detailed descriptions of their experiences, in their own time and from any location – at school between classes, at the library, or at home in their pajamas! This rich discussion gave the American Red Cross the insight it needed to better publicize the curriculum, enhance the many areas in which it excels, and make changes to optimize it for the future.