We started by hosting discussions with the people using affinity programs to deeply understand their lived experiences and how those shape the feelings, language, and thoughts they have around these programs. We then scaled and fielded a highly informed survey among 8,000 people, covering the ins and outs of affinity programs across 14 different categories. Determined to leave no stone unturned, we explored various dimensions of loyalty, the different types of people who engage, and what it all means for the health of any affinity program. Lastly, we quantitatively diagnosed the mechanics that affinity programs use to deliver emotional and experiential benefits.
We delivered a ‘choose your own adventure’ narrative that allowed our client to customize the content and provide strategic recommendations and guidance for their audience.
Recognizing that affinity programs are not all built the same and, importantly, that people have different goals and expectations within different categories, we developed a single, cross-category equation that quantifies any affinity program’s health.
Positioning Tech and Food
A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.Read More
Positioning Global and Local POVs
This client asked us to help them explore and carve out value propositions for three new growth markets across Asia. By learning about the region’s local cultural nuances and social media landscape, we could help them cement their place in culture through future product innovations and marketing campaigns.Read More
Dating App Research
After several years in market, a Dating App realized that India had fewer users on their app as compared to other parts of the world. And this was especially true of female users. The brand wanted to get a better sense of how dating is approached in India..Read More