- Visa
Visa
GLOBAL MARKET ASSESSMENT
How does a payment card get to top-of-wallet position during global travel? Greenberg was tasked with uncovering the psychology of payment choices and the barriers in using credit in ‘cash-is-king’ markets.
Method: In-person conversations with travelers on the journey – pre, during and post travel. Rich digital imagery from the road.
- Nike
Nike
NEW CONCEPT DEVELOPMENT
What makes a Nike product undisputedly Nike? Building on brand truths, Greenberg identified positioning, product platforms and product development guidelines. The result: A product that proudly reflects its heritage.
Method: Internal assessment with key stakeholders. Left-side-of-the-mall conversations with teens. Immersion and ideation workshop.
- Microsoft
Microsoft
GLOBAL POSITIONING DEVELOPMENT
Microsoft software is at the heart of business technology, but the advent of Cloud Computing threatens to fundamentally change the economics of IT. Greenberg evaluated and refined positioning that balanced existing strengths with developing products.
Method: Extended mini-group conversations with global IT leaders. Individual conversations, purchase process mapping in the workplace.
- Starbucks
Starbucks
HUMANQUANT
Changing the paradigm of great tasting coffee, Greenberg helped Starbucks realize the potential behind its instant coffee brand, Via. Via has since been launched successfully across four global markets with further expansion planned shortly.
Method: Qualitative taste tests. Online positioning concept and price elasticity tests.
- Intel
Intel
GLOBAL PERSONA DEVELOPMENT
Organizational adoption of customer segmentation research can often be a challenge. Greenberg conducted sensitive and imaginative research to animate these statistical groupings of individuals into real people. The result: Credibility in the global community.
Method: Extended experience interviews. Digital journals. Company-wide activation event: Multi-media portraits, micro-site and webcasts.
- Dell
Dell
GLOBAL BRAND EQUITY
Is the legacy of entrepreneurialism relevant to Commercial and Consumer audiences across the world? Greenberg was tasked with a global brand audit to inform the DNA of brand Dell.
Method: Internal assessment with key stakeholders. Extended in-person conversations with customers and prospects.
- LG
LG
POSITIONING DEVELOPMENT
Is three-way texting the new killer app for the fickle teen market? Will it help differentiate LG from multiple other smartphone options? Greenberg married their teen market expertise with insights about the mobile space to develop compelling positioning platforms.
Method: In-depth conversations in-person and via text with teen mobile phone users. Positioning workshop with key client stakeholders.
- Levi Strauss & Co.
Levi Strauss & Co.
TARGET AUDIENCE DEEP DIVE
Inertia rules the way many men shop for apparel. So what makes a pair of jeans the cherished one? LS&Co tasked Greenberg with answering this question.
Method: ‘Closet’ interviews. Mall outings. Fit clinics. Daily denim diary.
- L’Oréal
L’Oréal
COMMUNICATIONS DEVELOPMENT
Amid a plethora of skincare brands, each promising the magical beauty secret, L’Oréal Paris Skincare had to identify a way to stand out. Greenberg was commissioned with understanding the key triggers to shelf appeal.
Method: Extended conversations with women on a favorite topic: Beauty.
- Lexus
Lexus
PURCHASE PROCESS
How can Lexus grow their brand via Certified Pre-Owned vehicle sales, without cannibalizing their new car sales? Understanding purchase drivers and their decision-making processes helped Lexus target the right audience at the right time with the right message.
Method: humanQuant and qualitative research. Conversations with new and used car intenders, recent purchasers and salespeople.
- Del Monte
Del Monte
NEW PRODUCT/PACKAGING DEVELOPMENT
How does a dominant food giant with a legacy of 100 plus years in the canned food aisle capture the imagination of consumers craving ‘closer to fresh’ options? Greenberg was commissioned to guide the development process as creative teams pondered product and packaging for an entirely new portfolio.
Method: Food trend analysis. Mini-group conversations
- Yahoo!
Yahoo!
GLOBAL COMMUNICATIONS DEVELOPMENT
An integral part of maintaining relevance in the constantly evolving online world is listening to the people that matter. Yahoo! called on Greenberg to speak with its customers about the brand’s greatest asset – it’s Front Page
Method: Around-the-world conversations in front of the computer and face-to-face with current users of the brand.