Case Studies

Travel & Leisure

NYC & Company

Global Branding Exploratory

NYC & Company is the official destination marketing organization (DMO) and convention and visitors bureau (CVB) for the five boroughs of New York City.

Challenge

NYC & Company was developing a new global marketing campaign to move the needle of New York City as a leisure destination and attract first-time and repeat visitors. The primary objective was to create a single brand strategy that would resonate with potential visitors to NYC across major global markets.

Approach

Heatly Custom Research (now Root Research and Insights) conducted online discussions among leisure travelers across four major global markets: US, Canada, China, and the UK, representing a mix of never-been and lapsed visitors to New York City. Participants interactively shared what compels them to visit NYC, including sites, activities, and must-do experiences. The in-depth discussion deeply explored perceptions, drivers, and barriers to visiting this destination; evaluated reactions to campaign concepts; and generated global branding ideas to take the new marketing campaign forward.

Outcome

Insights gave the research and insights team direction about how to redesign the current logo, which messaging concepts resonate, and what imagery shows a "new" side to New York City.

Global Markets

US, CA, CN, UK

Countries

Online

Methodology

Apparel

Haggar

Consumer Purchase Journey

Haggar®, founded in Dallas in 1926, is one of America’s most trusted menswear brands.

Challenge

Haggar needed to dive deep into the consumer’s process and mindset when shopping for Haggar and competitor brand pants in-store at major retailers. What, specifically, do consumers do when shopping for men’s pants? What behaviors, motivations, and influencers occur during the process of selecting and purchasing products? What barriers in-store and at-rack prevent consumers from finding and selecting Haggar pants?

Approach

Heatly Custom Research (now Root Research and Insights) conducted individual depth interviews with pre-recruited category shoppers on-site, in-the-moment, at retail stores where Haggar is sold. Participants were observed shopping followed by in-depth questions to fully understand the impact of visual merchandising, store stimuli, shelf signage, and other factors present at the point of purchase. Video captured every nuance of the shopping experience, giving the insights team a firsthand playback of the consumer’s path to purchase.

Outcome

Insights revealed key opportunities to boost sales through enhancements to product labeling, shelf signage, and product layout within retailer parameters.

IDIs

Methodology

In-Store

Setting

Video

Capture

NYC & Company

Haggar

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