Case Studies:
Ann Taylor | Kraft Foods Inc./Oscar Mayer | Comcast | 3M/Post-it ®

the client: Comcast

the need: Brand Behavior Research

In-Store Research Study

the solution:

BrandClarity’s Shopper Insights Group conducted an in-store study to determine which versions of Comcast’s new High Speed Internet and Video Packages were preferred; the Self-Install Kit or the All-In-One Kit. The objective of the study was to determine the growth potential for each type of product, the drivers to purchase, the proper communications mix, as well as general perceptions about the Comcast brand. The study was fielded simultaneously in Circuit City and Best Buy stores in Boston, Chicago and Seattle. Through naturalistic observations and attitudinal interviews, BrandClarity was able to gain a deeper understanding into the mind of the consumer. By correlating the data between each buyer and browser of the internet and video products, our research clarified consumer perceptions of the Comcast brand and its products as compared to competitors. In addition, the research helped in determining consumer desires in relation to High Speed Internet and Video Products, as well as evaluating the level of effectiveness in communicating these preferences.