Innovation
Longitudinal Ethnography

In an effort to reign in rising healthcare costs, a major health insurance provider sought to develop and implement a revolutionary, customer-driven approach to healthcare. This company already had access to a wealth of quantitative claims-related data, but wanted to better understand the process from the user perspective. Sachs Insights structured and conducted a multi-market, longitudinal study, using ethnography and a number of supporting methodologies. This longitudinal approach allowed Sachs to observe as users researched, executed and postponed healthcare decisions for themselves and family members. This feedback provided the qualitative framework needed to effectively utilize the quantitative data our client already possessed. Our findings are being used to guide communications campaigns, process engineering decisions, future strategies, and branding initiatives.

Branding
Focus Groups

Major Apparel Brand

White card concept testing can be murderously dull - sometimes killing concepts that might have thrived. This client commissioned Sachs Insights to take a more creative approach. Focus groups were conducted nationally in a game show format similar to the Newlywed Game. In the first half of the groups, husbands and wives convened in separate groups to assess each concept and guess how their partner would respond. Then, they were brought together to see their partners’ responses. The husband and wife interaction provided key insights into household negotiation dynamics not often revealed in groups. The concepts received clear, compelling assessments - and both respondents and clients were highly engaged throughout. Research led to the launch of several successful product innovations.

User Experience
Focus Groups, Usability Testing

National Consumer Electronics Retailer

This national retailer embarked upon a redesign of their website, in collaboration with their interactive design firm, to engage both seasoned and novice electronics purchasers in the shopping experience. Sachs Insights conducted focus groups to identify the design with the most appealing look and feel for both audiences. Sachs also held card sort focus groups to ensure that the taxonomy optimized access to these complex and evolving categories. Once these consumer insights were incorporated into a new design and information architecture, Sachs conducted a series of usability labs to test and refine the browsing and purchase experience. The redesigned site was launched with much publicity across the brand’s communication channels: Sunday circulars, emails and print advertisements.

User Experience
Usability Testing

Following a merger of two discount brokerages, this client began a multi-year effort to create a new, unified platform. They needed the site to be easy to learn and compelling in its features to please both their current users and attract new customers. In each round of research, customers and prospects evaluated enhanced functionality to facilitate online trading. Sachs Insights created interactive slide presentations integrating video clips from consumer research so that key stakeholders could observe how their target audience experienced the new site. Learning from usability research has informed the ongoing redesign and expansion of the site to ensure that new and legacy customers have an intuitive, successful experience.

Branding
Focus Groups, Ethnography

Spirits/Liquor Company

After this client completed a quantitative segmentation study that identified potential opportunities for their brand among 20-somethings, they commissioned Sachs Insights to conduct ethnographies to bring this audience segment to life and to provide a deeper understanding of their aspirations and lifestyle. Sachs conducted research in nightclubs, lounges and bars throughout the United States and Canada. Research helped identify venues that were appropriate for brand placement and provided insights into this audience to guide development of creative messaging.

Innovation
Focus Groups

Educational Toy Manufacturer

This client has a free fan club that it provides to its tween members. They were interested in exploring a paid premium club that would deepen members’ relationship with the brand. To help determine the components of the club, Sachs Insights designed special "science fair" focus groups. In separate rooms, groups of kids and moms designed their ideal club. Then, the kids came in and pitched their concepts to their moms. Afterwards, the moms offered their vote on what the service was worth and why. The company was then able to test the concepts that the groups built quantitatively and measure their appeal.

User Experience
Focus Groups, Usability Testing

This client sought to redesign its Intranet to provide key sales, billing and technical information for customer reps supporting their cable and telephony products. Sachs Insights first conducted focus groups among the company’s sales and service reps to understand what they needed from a customer service application to deliver fast, accurate customer service. The goal was particularly challenging as the application needed to be simple enough to use effectively during phone calls with customers. Once a prototype of a new system was developed, Sachs conducted usability interviews where the reps responded to simulated customer calls. The research helped quickly design and deploy a new application that was so successful in a regional test market that it was rolled out nationally.

Innovation
Focus Groups, Ethnography

National Clothing Retailer

A major retailer hired Sachs Insights to assess the appeal of a new store concept targeted to women of a specific demographic. The objective was to identify the core components of the store which would drive appeal and refine the target definition. Using focus groups followed by in depth ethnographies (in home/closet and in store), Sachs was able to provide a rich profile of the target consumer and her emotional and rational needs. We also provided concrete direction to guide product development, merchandising, store design and location. Results were delivered along with a documentary video enabling senior management to meet and understand the target consumer.

Innovation
Ethnography

Global Pharmaceutical Company

Sachs Insights was commissioned to assess the current professional environment and personal philosophies of interventional and non-interventional cardiologists in the United States. Using a "day in the life" ethnographic approach, we explored cardiolog/Faist’s day-to-day behaviors, influences, schedules, and goals through direct observation and in-depth discussions. A moving portrait of a profession in crisis emerged, detailing the physicians’ relationships with their patients, staff, pharmaceutical companies, government agencies, managed care, families, and each other. Previously overlooked opportunities for support and communication with the target audience were identified.