The Context

A quick-service restaurant company wanted to fully understand consumer perceptions and preferences among its current menu items by measuring them across specific food attributes (i.e. sweetness and spiciness), and food perceptions (like quality, heartiness, and healthiness).

The Strop Solution

Strop developed a survey instrument evaluating a wide range of menu item characteristics, and personally distributed the surveys to in-store customers after their meal. Within a few days, Strop Insights had collected several hundred responses – allowing Strop Insights to deliver meaningful and actionable insights that focused on customer engagement and perceptions of each menu item.

Our Impact

Our research gave this quick-service restaurant a unique perspective into their customers’ minds – and identified several products that could be revisited – either by optimizing key product diagnostics or by communicating key attributes of products where there was a perceptual mis-alignment with the actual product.

The Context

When a fashion company wanted to engage consumer input to guide its designers’ work in the children and youth categories, it looked to Strop Insights to leverage consumer insights to define its customer, retail, and new product strategy. Before designing clothing styles for future seasons, this fashion company sought clear direction on strategy – craving consumer input to shape their design, marketing, and retailer strategies. Identifying specific attributes (i.e. versatility, comfort), wear occasions (i.e. birthday parties, church), and retailers was valuable, particularly among its unique, differentiated customer segments which comprise the client’s core business.

The Strop Solution

Collecting data from children and their mothers, Strop Insights used clustering algorithms to segment customers into groups seeking similar styles and demonstrating similar shopping behaviors, need-states, and retailer preferences. Clusters were based on both “softer” attributes (such as favorite celebrities or preferred playdates with friends), as well as “harder” attributes (such as annual dollars spent on dresses or retailer shopping behaviors).

Our Impact

Using insights generated from Strop Insights’ study, the fashion company was able to (a) hone its essential customer segments (while de-emphasizing segments with less opportunity), and (b) recalibrate the design team towards those fashions more relevant to each customer segment and target retailer. Highlighting the most notable opportunities for each segment across need-states and shopping behaviors provided focus and clarity to an otherwise challenging and dynamic category.

The Context

Our client has recently entered two new markets in Florida by opening convenience store locations. An efficient way to manage the new store launch is required: tracking customers’ brand awareness, usage, categories driving visits and purchases, and competitive landscape perceptions and preferences.

The Strop Solution

STROP developed a new market launch tracker to:

• Track brand and new location awareness and usage
• Identify key categories driving visits and purchases
• Measure user perception of visit vs. competitors

Our Impact

Results have been used to actively assess differences in expansion across markets, enhance depth of knowledge of the competitive landscape, and understand new customers’ perception of client brand. This knowledge has allowed the client to tailor their growth strategy in each new market and identify key brand attributes to leverage and promote.

Apparently, if the waiter waited until after the wine order was placed, he wouldn’t even have to ask.

In a recent study, we identified the cross-purchasing behaviors of consumers in the wine and premium bottled water categories. Strop also analyzed the psychographic profiles of each consumer group.

Download PDF

We recently conducted research on the fast food industry within 4 states scattered across the US. The study uncovered notable and interesting differences across states on drive-thru utilization.

Download PDF