Online Engagement | Winter 2021 | Canada/US

Supplement brand, Sleep Hack, was building their online presence before the launch of their first product.  Sleep Hack founders wanted to better understand the motivations of its target audience in order to deliver more compelling brand messaging across social media platforms and website. 
SRG Associate, Kelly Hui, analyzed qualitative data collected from relevant social media sources to uncover meaningful
insights and recommend an immediately actionable intervention for how Sleep Hack can effectively engage it’s audience and drive top-of-funnel sales performance.

Value Proposition | Fall 2020 | Canada

Nonprofit industry “collective”, Apical, brings together like-minded leaders of craft cannabis companies to learn about and discuss topics related to corporate initiatives and impact related to Environment Social and Governance (ESG). 
Apical’s “dinner club” program had demonstrated that leaders of craft cannabis companies valued these educational discussions on ESG subject matter. Founder, Mika Unterman, wanted to know how Apical could increase the value of its programming in a way that would help these leaders implement impactful change within their organizations.  But she likened completing this task to finding a needle in a haystack.
So Mika hired SRG to (1) determine what value proposition would be most meaningful to craft cannabis leaders in their pursuit to both improve ESG outcomes and turn a profit and (2) how Apical could sustainably offer and deliver programming with such a value proposition.
The expected result is more meaningful action and multi-year commitments by members, leading to more tangible ESG outcomes. 

UnderReviewed | Summer, Fall 2020 | Ontario, Canada

Never has a single year given businesses more reason to reflect on how it attracts and builds loyalty with its customers than the chaos of 2020.

SRG teamed up with quantitative market research firm, X Tabulate, to support to recovery and reinvention of local businesses by delivering useful insights and practical recommendations for how businesses can “upgrade their Google Review Game” and attract new customers.

The project analyzed 1200 Google Reviews of hard-hit B2C “north of hwy-7” businesses to determine what best practices are (and are not) being followed and what factors are most strongly correlated with the best (5-star) and worst (1 and 2-star) reviews.

The Canucklehead Experiment | Summer, Fall 2020 | Canada

Inspired by the unprecedented challenges and calls for much over-do change in 2020, The Canucklehead Experiment concept posed the question:Perhaps the solution to a sub-par status quo isn’t a “smart” idea (as has been attempted with ho-hum results so many times before) but, rather, a “stupid” one? The Canucklehead Experiment’s mantra “Nice People. Stupid Ideas.” was also it’s oh-so-Canadian methodology. In business terms? It was a series of fast-paced, play-based, facilitated ideation and problem-solving program for groups of 4 to 8 Canadians. 
Learn more via this “one page overview” of the program:

Competitive Advantage | Summer 2020 | Edmonton, Alberta

“Before completing this project, I had an instinctual sense of what customers cared about but it was foggy. Priorities weren’t clear. I would be guessing on what to prioritize and action. Now I have a concise narrative on what our customers value and a clear path forward on where to invest time and energy in the sales and delivery cycle for most impact.” – Alison McMahon, CEO

The objective of this qualitative research project was to (1) understand the client’s value proposition from the perspective of its past and target customers and identify opportunities to strengthen its competitive advantage and (2) develop recommendations for the design of a new Customer Satisfaction Survey in order to monitor and continuously improve this competitive advantage. The expected outcomes of implementing the recommendations is an increase in the real and perceived value of the client’s services by its customers which, in turn, will increase customer retention, customer referrals and, over time, willingness to pay. These outcomes have positive, material implications for the client’s long-term profitability. 

Client Profile | Summer 2020 | Innisfil, Ontario

This project was the first of three sales assets developed for a client who is in the process of taking his business in a new direction with a new audience and the need for a new sales system. 
SRG conducted extensive secondary research on the new target audience and developed this client profile as a way to guide decisions about downstream sales and marketing efforts: How do the lifestyles, values and priorities between sub-segments of this audience differ from each other? How should messages related to the value proposition be framed? Through which channels using what kind of content should messages be delivered? What key information will prospects want to know at different stages in the sales cycle? And so on.
Each subsequent sales asset will require it’s own careful consideration, but this Client Profile acts as an anchor to ensure the new sales process is designed to suit the target customer.

The Loyalty Project | Spring 2020 | Barrie, Ontario

This project was a business development initiative to demonstrate how qualitative research can be used to uncover insights on customer preferences, barriers, unmet needs, and even behavioural tendencies and contradictions. 
SRG interviewed 15 Barrie Business Leaders over the phone about the very broad and nuanced topic of Customer Loyalty. Interviewees shared their perspectives on how Customer Loyalty is generated in general as well as described the approaches they take in their own business. Barrie Business Leaders were also asked about their own loyalty as customers – revealing similarities and differences between these two mindsets (and conclusions that can be drawn about how to efficiently nurture Customer Loyalty.)