NMI has conducted hundreds of projects across health and wellness, sustainability and healthy aging markets. Here are some brief case histories related to our areas of expertise.
Healthy Beverage Concept
Client Task: Develop new ideas for functional beverages across three age targets
Health & Wellness
NMI Approach:
- Consumer insight and trend generation utilizing NMI databases and secondary research
- Development of new formative platforms/opportunity areas
- Ideation session with industry experts
- Quali-quant concept screening among target audiences (LENS)
- Novel ingredient exploration and science discovery
- Qualitative refinement of top concepts (focus groups)
- Quantitative identification of top concept drivers and barriers – concept optimization process (LENS)
- NMI recommendations for new product launch
Results: New novel products developed and refined for global market implementation
Electric Vehicle Market Simulation Test
Client Task: Quantify interest in electric vehicles (EVs) based on numerous combinations of input variables
Sustainability
NMI Approach:
- Measure current usage, and related product (i.e., hybrids) usage to establish baseline
- Develop and field a custom consumer conjoint test that measures interest in EVs based on:
- Purchase Price
- Government incentives
- Distance Traveled on a charge
- Other variables...
- Measure perceived barriers to EVs
- Inclusion of NMI's LOHAS segmentation model to allow for analysis by segment
- Multi-pronged analysis to:
- Quantify the potential penetration, over several years, of EVs with different levels and combinations of the variables
- Identify the optimal consumer target
- Compare market potential in different geographies
- NMI development of advanced statistical simulation model
- NMI recommendations for roll-out
Results: Entry into the marketplace
Corporate Brand Strategy
Client Task: Develop a comprehensive brand strategy to differentiate a nationwide senior living corporation from the competitive landscape and position it as an industry leader
Healthy Aging
NMI Approach:
- Review of current communication and messaging platforms, brand identity, and visual icons as well as the competitive landscape
- Extensive custom analysis from NMI's Healthy Aging/Boomer Database®
- Primary quantitative research to confirm attitudes and behaviors across the aging landscape as well as gauge receptivity to various positioning platforms.
- Custom ethnographic research among 30+ groups in six states to dimensionalize the vision, mission, brand values, offerings, and challenges
- Primary quantitative research to explore and validate optimal brand strategy approach
- NMI recommendations for development of a long-term brand strategy