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A global automotive manufacturer was itching to enter the growing field of electric vehicles. However, they knew surprisingly little about the consumers in the category. They asked dig to help them understand the unique attitudes, behaviors and needs of electric vehicle owners.
dig recruited 18 respondents using our non-traditional recruiting method via our In-Field Scouts (journalists and documentary film producers embedded in local communities). We then conducted 45 minute interviews with each respondent. This not only helped us to identify the six most compelling respondents for the ethnographic phase, but also enabled us to build trusting relationships with them. We spent 12 hours with each respondent conducting filmed in-depth interviews, as well as lifestyle and in-car observation with each respondent and his/her friends.
digâs Insight Films and Inspiration Report helped uncover the respondentsâ personal motivations, lifestyles and attraction to electric vehicles. The clientâs engineers used our Insight Films, report and raw footage to develop innovative ideas for a new line of electric vehicles expected to debut in late 2023.
dig used its network of In-Field Scouts in each market to help us unearth 12 working women from each of the four markets. We conducted 48, 45 minute native-language interviews and then selected three primary respondents from each market. dig spent 15 hours with each woman from the time she got up with her family, tagging along with her to work, then out for a social occasion and back home to bed.
With our primary client audience being designers, we created a customized report that was what the client called a âVideo Magazine,â combining films and a written report. We also developed a large section of images detailing unmet needs in context and a “Look Book” comprised of hundreds of images contributed by our respondents. digâs deliverables inspired a new clothing line that was popular across the globe, leading to positive sales results for our client.
A global QSR asked dig to help it gain a deeper, more thorough understanding of a new, younger segment and innovate its menu offerings to attract this younger segment.
dig conducted a deep exploration into the unique lifestyles, perspectives, media and eating habits of this segment. We used our non-traditional recruiting method to identify 24 respondents in three markets who were great storytellers. After 45 minute Foundation Interviews with each respondent, we selected the six most compelling respondents for a full day (10-12 hours) of filming that included in-depth interviews, friend interviews and filmed observation with friends and family.
In order to inspire their innovation team, dig created 43 short (45 second) Insight Films, each bringing a single insight about the target to life. To maximize the impact of the insights across the organization and build momentum behind the resulting ideas, the innovation team posted a new film on the companyâs intranet for 43 weeks in a row. In the end this led to a new positioning, advertising campaign, media plan and unique menu items that went against traditional occasions and offered at unorthodox times throughout the day and night.
A global automotive manufacturer was itching to enter the growing field of electric vehicles. However, they knew surprisingly little about the consumers in the category. They asked dig to help them understand the unique attitudes, behaviors and needs of electric vehicle owners.
dig recruited 18 respondents using our non-traditional recruiting method via our In-Field Scouts (journalists and documentary film producers embedded in local communities). We then conducted 45 minute interviews with each respondent. This not only helped us to identify the six most compelling respondents for the ethnographic phase, but also enabled us to build trusting relationships with them. We spent 12 hours with each respondent conducting filmed in-depth interviews, as well as lifestyle and in-car observation with each respondent and his/her friends.
digâs Insight Films and Inspiration Report helped uncover the respondentsâ personal motivations, lifestyles and attraction to electric vehicles. The clientâs engineers used our Insight Films, report and raw footage to develop innovative ideas for a new line of electric vehicles expected to debut in late 2023.
dig used its network of In-Field Scouts in each market to help us unearth 12 working women from each of the four markets. We conducted 48, 45 minute native-language interviews and then selected three primary respondents from each market. dig spent 15 hours with each woman from the time she got up with her family, tagging along with her to work, then out for a social occasion and back home to bed.
With our primary client audience being designers, we created a customized report that was what the client called a âVideo Magazine,â combining films and a written report. We also developed a large section of images detailing unmet needs in context and a “Look Book” comprised of hundreds of images contributed by our respondents. digâs deliverables inspired a new clothing line that was popular across the globe, leading to positive sales results for our client.
A global QSR asked dig to help it gain a deeper, more thorough understanding of a new, younger segment and innovate its menu offerings to attract this younger segment.
dig conducted a deep exploration into the unique lifestyles, perspectives, media and eating habits of this segment. We used our non-traditional recruiting method to identify 24 respondents in three markets who were great storytellers. After 45 minute Foundation Interviews with each respondent, we selected the six most compelling respondents for a full day (10-12 hours) of filming that included in-depth interviews, friend interviews and filmed observation with friends and family.
In order to inspire their innovation team, dig created 43 short (45 second) Insight Films, each bringing a single insight about the target to life. To maximize the impact of the insights across the organization and build momentum behind the resulting ideas, the innovation team posted a new film on the companyâs intranet for 43 weeks in a row. In the end this led to a new positioning, advertising campaign, media plan and unique menu items that went against traditional occasions and offered at unorthodox times throughout the day and night.
A global pharmaceutical company planned to launch a new medication in the U.S. It had conducted a broad segmentation that yielded four key segments. To ensure a successful launch, they wanted to build upon the segmentation to understand the emotional touchpoints and unmet needs of these patients and their family members.
dig used its non-traditional recruiting process to find the most forthcoming, articulate respondents who met very specific health criteria. We conducted virtual interviews with 48 respondents across four markets, eventually selecting 16. We then spent a full day with each respondent and his/her family conducting filmed in-depth interviews, family interviews and caregiver interviews as well as lifestyle observation. dig was able to customize its approach to filming to meet privacy requirements in a way that still provided visibility into specific lifestyles, challenges and relationships with the category/brand.
A global spirits companyâs second largest brandâs growth had stagnated. As a result, the brand wanted to conduct a large segmentation in order to cultivate another consumer segment to generate new opportunities for growth.
dig led a quantitative study with one of our boutique quantitative partners that identified Hispanic millennial males as the most fertile segment for growth. We then conducted an ethnographic exploration to better understand the key emotional touch-points of the target. In the end, dig spent 120 hours with respondents, which included two hour interviews and 10 hours of filmed in-home observation with the eight primary respondents.
digâs Insight Film and Inspiration Report were used to inspire a new marketing campaign targeting Hispanic millennial males. Our work also led to the development of two new products that addressed the unmet needs of what is now a very important segment for our client.
A Fortune 100 bank had conducted a segmentation and unearthed five distinct key segments. The bank needed to understand how these five segments were connected in mindset and behavior to inspire a comprehensive brand repositioning.
dig used its In-Field Scouts to recruit 60 respondents, 12 from each of the five segments. We conducted 30-45 minute virtual interviews with 60 respondents and then selected the four most thoughtful and engaging storytellers from each segment for a full day in-depth ethnographic exploration (10-12 hours). The full day of filming included two hour in-depth interviews and filmed observation.
Our Insight Film, Inspiration Report and Mindset Poster brought to life key shared attributes and business opportunities for the company. The Insight Film and Mindset Poster were used at a global executive conference and later distributed throughout the company to drive alignment in support of the brand redesign initiative. The Insight Film inspired the development of new banking products and the design of new bank branches.
A global pharmaceutical company planned to launch a new medication in the U.S. It had conducted a broad segmentation that yielded four key segments. To ensure a successful launch, they wanted to build upon the segmentation to understand the emotional touchpoints and unmet needs of these patients and their family members.
dig used its non-traditional recruiting process to find the most forthcoming, articulate respondents who met very specific health criteria. We conducted virtual interviews with 48 respondents across four markets, eventually selecting 16. We then spent a full day with each respondent and his/her family conducting filmed in-depth interviews, family interviews and caregiver interviews as well as lifestyle observation. dig was able to customize its approach to filming to meet privacy requirements in a way that still provided visibility into specific lifestyles, challenges and relationships with the category/brand.
A global spirits companyâs second largest brandâs growth had stagnated. As a result, the brand wanted to conduct a large segmentation in order to cultivate another consumer segment to generate new opportunities for growth.
dig led a quantitative study with one of our boutique quantitative partners that identified Hispanic millennial males as the most fertile segment for growth. We then conducted an ethnographic exploration to better understand the key emotional touch-points of the target. In the end, dig spent 120 hours with respondents, which included two hour interviews and 10 hours of filmed in-home observation with the eight primary respondents.
digâs Insight Film and Inspiration Report were used to inspire a new marketing campaign targeting Hispanic millennial males. Our work also led to the development of two new products that addressed the unmet needs of what is now a very important segment for our client.
A Fortune 100 bank had conducted a segmentation and unearthed five distinct key segments. The bank needed to understand how these five segments were connected in mindset and behavior to inspire a comprehensive brand repositioning.
dig used its In-Field Scouts to recruit 60 respondents, 12 from each of the five segments. We conducted 30-45 minute virtual interviews with 60 respondents and then selected the four most thoughtful and engaging storytellers from each segment for a full day in-depth ethnographic exploration (10-12 hours). The full day of filming included two hour in-depth interviews and filmed observation.
Our Insight Film, Inspiration Report and Mindset Poster brought to life key shared attributes and business opportunities for the company. The Insight Film and Mindset Poster were used at a global executive conference and later distributed throughout the company to drive alignment in support of the brand redesign initiative. The Insight Film inspired the development of new banking products and the design of new bank branches.
dig used its thorough non-traditional recruiting process to identify 36 of the most engaging respondents across three markets. After conducting 30-45 minute interviews with each of the 36 respondents, we worked with the client to select the nine most engaging and articulate respondents for in-depth interviews and observation. We then spent 12 hours with each respondent conducting filmed interviews and observation.
A large global juice brand had been struggling for several years with new competitors in the marketplace. The companyâs brand team hired dig to conduct an exploration with its ultra-loyalists to better understand the root of their emotional connection to the brand.
dig recruited 27 ultra-loyalists in three markets. After conducting 45 minute Foundation Interviews with each, we selected nine for a full day of filmed observation which included in-depth interviews, lifestyle observation and shopping observation. In total, dig spent over 120 hours with ultra-loyalists exploring their lifestyles, challenges and the essence of their connection to the juice brand.
digâs Inspiration Report and Insight Film acted as the genesis for the repositioning of the brand. The work not only inspired a new advertising campaign and brand design, but elements were also used to help sell ideas to c-level executives and excite outside retailers.
dig tapped into its network of In-Field Scouts from three different countries to recruit 27 respondentsânine per country. We conducted 30 minute Foundation Interviews and then selected the nine most engaging and articulate respondents for the ethnographic phase. The dig team then conducted full day (10-12 hours) filmed interviews and observation with each respondent and his/her family and friends.
digâs Insight Film became the centerpiece of a global franchise conference. digâs Inspiration Report created a roadmap for success for the repositioning. The footage has also been repurposed to launch another new initiative and as a training film for new employees.
dig used its thorough non-traditional recruiting process to identify 36 of the most engaging respondents across three markets. After conducting 30-45 minute interviews with each of the 36 respondents, we worked with the client to select the nine most engaging and articulate respondents for in-depth interviews and observation. We then spent 12 hours with each respondent conducting filmed interviews and observation.
A large global juice brand had been struggling for several years with new competitors in the marketplace. The companyâs brand team hired dig to conduct an exploration with its ultra-loyalists to better understand the root of their emotional connection to the brand.
dig recruited 27 ultra-loyalists in three markets. After conducting 45 minute Foundation Interviews with each, we selected nine for a full day of filmed observation which included in-depth interviews, lifestyle observation and shopping observation. In total, dig spent over 120 hours with ultra-loyalists exploring their lifestyles, challenges and the essence of their connection to the juice brand.
digâs Inspiration Report and Insight Film acted as the genesis for the repositioning of the brand. The work not only inspired a new advertising campaign and brand design, but elements were also used to help sell ideas to c-level executives and excite outside retailers.
dig tapped into its network of In-Field Scouts from three different countries to recruit 27 respondentsânine per country. We conducted 30 minute Foundation Interviews and then selected the nine most engaging and articulate respondents for the ethnographic phase. The dig team then conducted full day (10-12 hours) filmed interviews and observation with each respondent and his/her family and friends.
digâs Insight Film became the centerpiece of a global franchise conference. digâs Inspiration Report created a roadmap for success for the repositioning. The footage has also been repurposed to launch another new initiative and as a training film for new employees.
When the pandemic hit, our beauty retailer client realized that their world would be shiftingâfrom how, when and why customers used their products to how, when and where they would buy. With their own stores shuttering, they needed to prepare for the immediate impact and plan for the future.
dig designed a longitudinal ethnographic project over one year using a new COVID-19 workaround. We unearthed 24 thoughtful respondents across three markets using our non-traditional recruiting method. We then conducted 45 minute virtual Foundation Interviews to identify the six most engaging and articulate respondents that we would follow for a year. Each quarter we interviewed respondents for two-three hours virtually. Then we conducted 10 hours of filmed lifestyle and shopping observation with each respondent and her friends and family.
dig created a quarterly series of Insight Films and Inspiration Reports highlighting the new lifestyle challenges and unmet needs that respondents were experiencing. The work also included the many pivots in the beauty category made necessary by the pandemic. The Insights Team shared our work with the Executive Team each quarter to inform strategic ideas and business planning to help the company thrive during the pandemic.
For years, African Americans avoided our national parks and little time or money was spent to understand why. To rectify this, dig was hired to help The National Park Service better understand the motivations, fears and unmet needs around travel for Black millennials. The goal was to help this organization develop a positive culture that would inspire Black millennials to rethink the national parks and motivate them to visit.
dig conducted a multi-market ethnographic study to identify the key characteristics of Black millennials who were likely to visit national parks. We used our non-traditional recruiting process to find 18 thoughtful respondents in each market. After conducting 30 minute Foundation Interviews with each respondent, we selected six primary respondents for in-depth interviews, influencer (close friends and family) interviews and a full day of filmed observation with them around their communities and at various national parks.
digâs exploration uncovered the segmentâs key motivations and reservations in relation to travel and the national parks. We developed an Insight Film and an Inspiration Report that brought the needs, concerns and emotional touch points to life. The deliverables directly inspired a new campaign, “stand where they stood,â targeting Black millennials.
When the pandemic hit, our beauty retailer client realized that their world would be shiftingâfrom how, when and why customers used their products to how, when and where they would buy. With their own stores shuttering, they needed to prepare for the immediate impact and plan for the future.
dig designed a longitudinal ethnographic project over one year using a new COVID-19 workaround. We unearthed 24 thoughtful respondents across three markets using our non-traditional recruiting method. We then conducted 45 minute virtual Foundation Interviews to identify the six most engaging and articulate respondents that we would follow for a year. Each quarter we interviewed respondents for two-three hours virtually. Then we conducted 10 hours of filmed lifestyle and shopping observation with each respondent and her friends and family.
dig created a quarterly series of Insight Films and Inspiration Reports highlighting the new lifestyle challenges and unmet needs that respondents were experiencing. The work also included the many pivots in the beauty category made necessary by the pandemic. The Insights Team shared our work with the Executive Team each quarter to inform strategic ideas and business planning to help the company thrive during the pandemic.
For years, African Americans avoided our national parks and little time or money was spent to understand why. To rectify this, dig was hired to help The National Park Service better understand the motivations, fears and unmet needs around travel for Black millennials. The goal was to help this organization develop a positive culture that would inspire Black millennials to rethink the national parks and motivate them to visit.
dig conducted a multi-market ethnographic study to identify the key characteristics of Black millennials who were likely to visit national parks. We used our non-traditional recruiting process to find 18 thoughtful respondents in each market. After conducting 30 minute Foundation Interviews with each respondent, we selected six primary respondents for in-depth interviews, influencer (close friends and family) interviews and a full day of filmed observation with them around their communities and at various national parks.
digâs exploration uncovered the segmentâs key motivations and reservations in relation to travel and the national parks. We developed an Insight Film and an Inspiration Report that brought the needs, concerns and emotional touch points to life. The deliverables directly inspired a new campaign, “stand where they stood,â targeting Black millennials.
