We started by hosting discussions with the people using these 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 to their customers.
Recognizing that affinity programs are not all built the same and, importantly, that consumers have different goals and expectations within different categories, we developed a single, cross-category equation that quantifies any affinity program’s health.
Aligning With Women’s Needs
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, learn about the traditions of the country and learn how the app could better fit.Read More
Google: Rethinking Readiness
The future of data-driven marketing is to go beyond transactions to also deliver meaning. In our latest collaboration with Google we helped them define deep consumer needs and understand what people expect of brands today.Read More
Pinterest: Global and Local
Pinterest 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