Case Studies

Chicago Symphony Orchestra

HMG won the two year project and implemented a design that included qualitative research (focus groups) and quantitative research (direct mail). Findings from both research phases provided insights and direction for the market strategy and planning.

Targeted Program for Black Audience Development

Worked with the Chicago Symphony Orchestra for more than two years to help shape the targeted African-American “Classical Tapestry” concert series from an outreach concept to a cultural event.
Conducted qualitative research for insights and pre and post- quantitative surveys to measure the changes and determine the effectiveness of the program.
The program helped change perceptions of the CSO from “stodgy and exclusive” to a brand with a cachet that is inclusive and relevant.

Pepsico

Health and Wellness Consumer Insights and Segmentation

Conducted a massive three-phase health and wellness study for PepsiCo’s Multicultural Marketing Division and Retail Units:

Conducted qualitative research– focus groups– from different age segments in several markets to garner general insights and provide direction for the quantitative.
Quantitative: Utilized a blended sample of online and telephone interviews among 2,000 African Americans and 1,000 Caucasians to identify and measure key health and wellness segments, attitudes, and category/specific product usage.
Ethnographies: Drilled down into the biggest and best growth targets via in-home interviews and shop-a-longs.

Delivered a comprehensive report and presentation that included:

- - A statistically projectable set of cultural insights
  - Health and Wellness mind set segmentation
  - Shopper behavior segmentation
  - Well-filmed and edited gallery of videos

Ulta Beauty

Consumer Insights: Understanding The Black Woman Today and How She Defines Beauty and Navigates the Beauty World.

Conducted a large-scale study in three phases:

Via focus groups in several markets, had conversations with different generations of Black women to understand what it means to be a Black woman in America, how she defines beauty for herself, and what her beauty experiences are with Ulta Beauty and key competitive brands
Conducted in-home interviews and shop-a-longs to obtain a deeper dive into her beauty journey and to understand her in-store shopping experiences with Ulta Beauty and competitors. Partnered with a production company to video this entire phase. Delivered a 7-minute sizzle reel that captured and summarized the learnings.
Conducted an online survey among 2200 women in total –. 1000 Black women and 1,200 women from Hispanic, Asian, and Caucasian backgrounds to quantify learnings from Phases 1 and 2; and understand how the Black American beauty experience and shopping behaviors differ from those of the general population and other minority groups

National Brand

Using Cultural Insights for Creative Reviews

While confidentiality limits us from naming specific brands, our consulting experience underscores the critical role of cultural sensitivity in eliminating stereotypes, aligning campaigns with audience values, and achieving culturally authentic growth-driven campaigns.

Current Climate

Brands often overlook cultural nuances, leading to stereotypes and misrepresentation in campaigns.

Challenge/ Approach

Campaign Revamp: Advised against adverse imagery of Black people working in African fields. Guided a revamp aligned with modern positive depictions of Black culture.
Avoiding Stereotypes: Identified issues with a “swap-out” approach where a Black male replaced a white quirky, offbeat character but perpetuated negative stereotypes. This resulted from non-diverse teams overlooking the cultural nuances that Black men are seen as key influencers of coolness in America and beyond. Guided the team to rework creative concepts based on deeper cultural insights.

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CASE STUDIES

Chicago Symphony Orchestra

HMG won the two year project and implemented a design that included qualitative research (focus groups) and quantitative research (direct mail). Findings from both research phases provided insights and direction for the market strategy and planning.

Targeted Program for Black Audience Development

Worked with the Chicago Symphony Orchestra for more than two years to help shape the targeted African-American “Classical Tapestry” concert series from an outreach concept to a cultural event.

Conducted qualitative research for insights and pre and post- quantitative surveys to measure the changes and determine the effectiveness of the program.

The program helped change perceptions of the CSO from “stodgy and exclusive” to a brand with a cachet that is inclusive and relevant.

Pepsico

Health and Wellness Consumer Insights and Segmentation

Conducted a massive three-phase health and wellness study for PepsiCo’s Multicultural Marketing Division and Retail Units:

Conducted qualitative research– focus groups– from different age segments in several markets to garner general insights and provide direction for the quantitative.

Quantitative: Utilized a blended sample of online and telephone interviews among 2,000 African Americans and 1,000 Caucasians to identify and measure key health and wellness segments, attitudes, and category/specific product usage.

Ethnographies: Drilled down into the biggest and best growth targets via in-home interviews and shop-a-longs.

Delivered a comprehensive report and presentation that included:

A statistically projectable set of cultural insights

Health and Wellness mind set segmentation

Shopper behavior segmentation

Well-filmed and edited gallery of videos

Ulta Beauty

Consumer Insights: Understanding The Black Woman Today and How She Defines Beauty and Navigates the Beauty World.

Conducted a large-scale study in three phases:

Via focus groups in several markets, had conversations with different generations of Black women to understand what it means to be a Black woman in America, how she defines beauty for herself, and what her beauty experiences are with Ulta Beauty and key competitive brands

National Brand

Using Cultural Insights for Creative Reviews

While confidentiality limits us from naming specific brands, our consulting experience underscores the critical role of cultural sensitivity in eliminating stereotypes, aligning campaigns with audience values, and achieving culturally authentic growth-driven campaigns.

Current Climate

Brands often overlook cultural nuances, leading to stereotypes and misrepresentation in campaigns.

Challenge/ Approach

Campaign Revamp: Advised against adverse imagery of Black people working in African fields. Guided a revamp aligned with modern positive depictions of Black culture.