RESEARCH AND CONSUMER INSIGHTS

LeadingAge Florida

LeadingAge Florida is a not-for-profit corporation that assists members who provide residential communities and services for seniors. Integrated Insight partnered with The Moore Agency, a Florida-based marketing and communications firm, to develop a campaign to improve public perceptions of LeadingAge communities as a place to live, conduct business, and work. Integrated Insight was responsible for pre- and post-campaign research. We conducted online research among seniors, soon-to-be seniors, and family members who are decision-makers for seniors who may be interested in relocating to a Florida senior living community, and in-depth, qualitative interviews with select current business owners and service providers in LeadingAge Florida communities.

The research uncovered opportunities to improve and reorient the mostly negative public image of senior living communities. Integrated Insight was able to identify specific concerns that seniors have about senior living communities, including psychological barriers, financial limitations, and a general lack of understanding of the scope of such communities, and provide The Moore Agency with actionable recommendations for future LeadingAge campaigns.

Florida Health Care Association

Integrated Insight partnered with The Moore Agency, a Florida-based marketing and communications firm, as it was in the process of creating a branding strategy for the Florida Health Care Association (FHCA). Specifically, the strategy was for an initiative to identify 2,000-3,000 certified nursing assistants (CNAs) to place in long-term care facilities across the next two years. Quantitative research was requested to understand interest in the healthcare industry (and the long-term care industry in particular); identify motivators and barriers to working as a CNA; test potential branding statements to evaluate effectiveness; and understand media consumption by target audience. Findings from the research revealed specific, motivating factors for individuals who were considering a career as a CNA, such as the desire to help people and enter into, and move up, the healthcare industry. The research also identified core opportunities for The Moore Agency as they refined marketing messaging to counter misunderstandings of the CNA role, assuage specific concerns that arose through the research, and maximize appeal to those who were considering such a career.

Universal Parks and Resorts

Integrated Insight has continually support Universal Parks and Resorts with research consultation such as tracking studies to understand the pipeline of demand and behavioral factors of current guests and refinement of in-park visitation studies to improve capture of representative guests. In addition, Integrated Insight conducted a holistic segmentation study for Universal Studios Hollywood, inclusive of local residents, domestic tourists, and international tourists. As both a theme park and working studio, Universal provides compelling experiences for unique audiences, but competes among an over-abundance of things to do in Southern California. Capturing potential visitors required a thorough understanding of who they are and why they have ventured to SoCal. Subsequently, we developed a typing tool for both at-home and in-park consumers to leverage the segmentation study effectively. 

Subsequently, we developed a typing tool for both at-home and in-park consumers to leverage the segmentation study effectively. 

Holiday Inn Club Vacations

Holiday Inn Club Vacations engaged Integrated Insight to conduct qualitative and quantitative research with consumers to better understand current and future timeshare consumers. Projects have included exploratory focus groups in key source markets, online research among targeted segments, and robust segmentation research. Integrated Insight also supports Holiday Inn Club Vacations with ad hoc analysis of existing data sets.

Greater Miami Convention and Visitors Bureau

Integrated Insight is the GMCVB partner of choice for conducting the ongoing Visitor Profile survey for Miami-Dade county, and forecasting visitor volume. The in-house Integrated Insight field team conducts surveys daily at MIA and FLL as well as area attractions and tourist hot spots and full survey results are reported monthly through a dynamic, Tableau based reporting tool. Semi-annually, we forecast visitor volume by major geographic origin and triangulate the estimates against secondary data (occupancy, airport arrivals, transfers, etc.). Florida residents are surveyed monthly, online, to capture their visitation behavior to South Florida. Annually, we produce a comprehensive report for distribution to members of the bureau. 

The Fresh Market

The Fresh Market competes in the high-end grocery market, primarily with Whole Foods, Trader Joe’s, Publix and Kroger. To better understand potential customer appeal, wants and needs, and to grow market share, The Fresh Market commissioned Integrated Insight to conduct quantitative research to size the market and uncover primary barriers and motivations. Awareness and knowledge, as well as perceptions of product quality, variety, and customer service were studied among consumers who live within easy access to The Fresh Market. The market was sized relative to how they use The Fresh Market and where the greatest opportunity for increased market share lies. 

Brightline

Integrated Insight conducts both online and in-person research for Brightline. Working hand-in-hand with Brightline since before launch, online studies have been completed to determine core audience segments including development of personas, size the geographic and behavioral markets, help set pricing, and monitor brand health through tracking surveys. In-person, aboard the trains or in the terminals, Integrated Insight has interviewed travelers to understand connections being made and obtain feedback on onboard services and amenities.

Carnival Corporation

With a focus on improving the customer experience, Carnival Corporation first engaged Integrated Insight to conduct ethnography studies aboard ten sailings on four different cruise lines:  Carnival, Princess, Holland America, and Seabourn.  Panelists were invited to participate via a personal email invitation and pre-interviewed by phone about two weeks prior to their trip.  Questions regarding past cruise behavior, other vacations enjoyed, specific motivations, and the general planning and decision making process for this particular cruise itinerary and ship were probed.

Subsequently, Integrated Insight has conducted numerous qualitative and quantitative studies, both online and in-person (ports and ships) in support of Princess MedallionClass innovation, photography, casino gaming, website usage, and attitudes and usage among cruise interested consumers. Studies have ranged from straightforward attitudinal research to complex discrete choice studies.

Lowe’s Home Improvement

Integrated Insight supported Lowe’s through a number of qualitative and quantitative research projects. Studies included new product and service exploratory studies, in-home ethnography, site selection research and research in support of employee engagement.

Royal Caribbean Cruise Line

Royal Caribbean Cruise Line is one of the best known and well-loved cruise brands, deploying over twenty ships throughout the world. The company was interested in testing concepts to improve the guest experience and chose Integrated Insight due to extensive experience in the cruise sphere, including product design and business performance. Qualitative research was conducted among past cruisers as well as other lines, and also among cruise intenders, but still contemplating their first cruise. Results provided clear direction on product investment to maximize appeal and differentiation in the highly competitive cruise segment, as well as effectiveness of proposed marketing messages.