Power Marketing Research Case Studies

View all of our POWER MARKETING RESEARCH case studies below, with links to more in-depth information when available:


University of Michigan LSA

New Program Naming Research

Masco

Customer Preferences Research

National Heritage Academies

Student Decision-Making Research

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The University of Michigan College of Literature, Science and the Arts asked Power Marketing Research to help develop a name for a new academic program. The program, focusing on quantitative/computational social sciences, needed a name that would appeal to both students and potential employers. We worked with the internal team to develop draft name concepts and then crafted a series of survey questions for employers to test the concepts. PMR then designed a discussion guide and moderated a focus group with students to discover which names would appeal to them. Our comprehensive report provided detailed results and recommendations.

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Masco Cabinetry wanted to engage their designers from across the county to learn more about interaction with customers, specifically related to kitchens. PMR conducted a focus group session with designers and asked them about consumer behaviors and the overall customer journey. The focus group results allowed Masco Cabinetry to respond with improved materials, website and other sales tools.

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The National Heritage Academies were interested in hearing from their students about choices related to high school. Power Marketing Research conducted a series of eight focus groups with youth in 7th and 8th grades in Canton, Plymouth and Ypsilanti to gather data. The information helped National Heritage Academies with positioning and marketing efforts in the future.


Detroit Department of Transportation

Non-Rider Survey

Ann Arbor Area Transportation Authority

Paratransit Study

A2Y Chamber

Focus Groups

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Power Marketing Research designed, developed, and analyzed a self-administered survey for the Detroit Department of Transportation (DDOT). The purpose of the project was to gather data from individuals who do not use DDOT transit services in order to measure overall awareness and to help inform future marketing efforts.

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Power Marketing Research was asked to assist the Ann Arbor Area Transportation Authority with the public involvement efforts for a paratransit study. The goal of the study was for AAATA to engage paratransit riders to learn how they use the services provided by AAATA, their expectations for service, and identify strengths and weaknesses. PMR developed a public engagement plan to foster a dialogue with users and stakeholders to establish a common understanding of the role of paratransit services, and what the expectations for the service should be. PMR conducted focus groups with key stakeholders and developed and analyzed a user survey.

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The Ann Arbor/Ypsilanti Regional Chamber received a grant from the State of Michigan to foster and encourage the retention and growth of talent in the creative and cultural economy. In order to gather data about the potential priorities and tools needed by the target constituencies a series of focus groups were held. Three groups were engaged—organizational stakeholders, creative talent, and companies seeking creatives. Numerous potential tools for retaining talent were tested along with soliciting additional ideas from focus group participants.


Ann Arbor Area Transportation Authority

Ypsilanti Transit Center Study

The Rapid

Employer Survey Study

Ann Arbor Area Transportation Authority

Fare Study

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Power Marketing Research was chosen to lead the public involvement efforts for the Ypsilanti Transit Center Passenger Terminal Needs Assessment project. PMR developed a public engagement plan, stakeholder database, fact sheets, press releases, and social media posts. In addition, PMR coordinated and administered high-level stakeholder meetings, as well as meetings with the general public over the course of the project.

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Power Marketing Research designed, developed, and programmed an online survey for The Rapid. The goal of the survey was to understand latent demand in the City of Walker both in terms of current level of service and from the current non-rider perspective. The survey was distributed to employers to obtain data about their employee base and their ridership habits.

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Power Marketing Research developed a public engagement plan for a fare study project for AAATA. The goal of the fare study was to actively engage riders and hopes to review the current fare structure and develop goals for the fares including proper balance of ridership, revenue return, and community benefits. The engagement plan was designed to engage customers to learn their opinions about the fare structure, how to meet their expectations, and what improvements they would like to see to the current system.


401KGPS

Online Subscriber Survey

401KGPS was interested in gathering data from their current subscribers to help refine marketing efforts and make overall platform improvements. Power Marketing Research designed and analyzed an online survey to learn more about the needs of current subscribers, including likes and dislikes about the current platform. New platform ideas were also presented as well as probing for methods to reach out to potential subscribers.

Campus Commandos

Screen Printers Survey—Hanes Brands

Campus Commandos asked Power Marketing Research to conduct primary market research about screen printers in the 50 top college markets in the United States. Primary research consisted of an in-depth telephone survey to gather data on the overall impressions of a specific product, explore the decision-making process for ordering products and to learn how shipping and other factors influence decision-making.

Henry Ford Health System

“Find a Doctor” Website Module Usability Tests

Henry Ford Health System was interested in learning how users interact with their “Find a Doctor” web module. Power Marketing Research designed, administered and analyzed usability testing with current health system users.

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University of Michigan Economic Growth Institute

The Great Lakes Trade Adjustment Assistance Center (GLTAAC)—Online Client Surveys

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Power Marketing Research designed, developed, and analyzed three online surveys of GLTAAC current clients, prospective clients and referral sources.

The overall goal of the project was to help GLTAAC serve their clients and referral sources more effectively. The survey helped GLTAAC learn more about the data needs of their current clients and discover how, when, and why current and prospective clients use the Internet to gather information. Questions also addressed business activities, including membership in groups/associations and use of social media tools by target markets. The survey results were used to formulate personas for clients and prospective clients.

Detroit Department of Transportation

Ridership Surveys

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Power Marketing Research (PMR) has conducted several survey projects for the Detroit Department of Transportation (DDOT). These included an on-board survey of 1,000 DDOT riders to obtain a baseline data set of current users which was used to develop a series of customer profiles.

PMR also designed, developed, and analyzed an on-board self-administered survey. The goal of the project was to address the nine areas prescribed in the FTA Title VI circular (race, color, language spoken at home, household income, travel patterns, fare usage, national origin, and English proficiency). Additional customer information was gathered including overall satisfaction, trip purpose, trip frequency, and other demographics. A total of 1,500 surveys were collected.

Campus Commandos

Brand Ambassador Survey

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Power Marketing Research assisted Campus Commandos with the creation of a mobile app to meet the needs of both corporate clients and the brand ambassadors serving those clients. An online survey was deployed that tested a variety of marketing differentiators with both target audiences. Corporations were asked about their needs related to brand ambassadors including the types of services required, additional program benefits, and marketing initiatives.

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Detroit People Mover

Onboard Survey of Users

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The National Transit Database requires agencies that receive federal funding from the Federal Transit Administration to submit data relating to the operations of transit service. The Detroit People Mover needed to collect data that would estimate the passenger miles traveled on the system. Power Marketing Research developed a methodology for a weekly sample of riders on the People Mover. PMR also trained staff to collect the data via passenger surveys to determine the boarding and de-boarding stations that riders were using on the People Mover. This helped to determine the average passenger miles traveled per trip.

Area Agency on Aging

Workshop Usage Surveys

The Area Agency on Aging 1-B (AAA 1-B) serves adults age 60 and over, family caregivers, and disabled adults ages 18 and older in Livingston, Macomb, Monroe, Oakland, St. Clair, and Washtenaw counties. Programs and services offered by the AAA 1-B include care management, home and community-based services, Medicare/Medicaid Assistance Program, and more.

Power Marketing Research conducted primary research with two target audiences—adults over age 60 and family caregivers.

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Yankee Air Museum

New Museum Name Focus Groups

The Yankee Air Museum located at Willow Run Airport in Belleville, Michigan, was interested in gathering information about proposed names for a new museum and exhibits. The current museum and all of its artifacts will be moved into the former Willow Run Bomber Plant, and a new museum will be created. A series of potential new museum names and accompanying graphics were designed to test during the focus group sessions.

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Michigan Science Center

Sunstruck Survey and Grant Outcome Survey Evaluation

The Michigan Science Center needed to evaluate the overall impact of a grant they received from the Institute of Museum and Library Services. The grant covered a wide range of elements including a planetarium show, teacher workshop, and three exhibits.

Power Marketing Research developed a series of survey instruments for use in evaluation of each project element.

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Canton Public Library

Staff Marketing Research Training

Power Marketing Research conducted an extensive staff training about marketing research processes for the Canton Public Library. The Canton Public Library is undergoing a strategic planning process over the next year. Part of the process includes gathering information from key constituents including current users and sporadic users. The library staff will gather information through a variety of techniques including focus groups, large group meetings, in-depth interviews, intercept-style interviews, surveys, etc.

In order to prepare the staff for these various research tasks, PMR developed develop an agenda to instruct and prepare staff to gather the data necessary to inform development of the strategic plan. An important component of the research training was incorporating interactivity among participants.

Area Agency on Aging

Brand Awareness Surveys

The Area Agency on Aging 1-B (AAA 1-B) serves adults age 60 and over, family caregivers, and disabled adults ages 18 and older in Livingston, Macomb, Monroe, Oakland, St. Clair, and Washtenaw counties. Programs and services offered by the AAA 1-B include care management, home and community-based services, Medicare/Medicaid Assistance Program, and more.

The organization was interested in measuring current brand awareness and perceptions of the AAA 1-B among several target audiences.

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State of Michigan

Michigan Department of Education Team Nutrition Grant Analysis

Power Marketing Research conducted an analysis of the Michigan Department of Education Team Nutrition program. This included a detailed summarization of the results of numerous trainings conducted by State of Michigan staff. A report was generated that outlined survey results from attendees at these trainings. In addition, PMR conducted telephone interviews with several attendees that represented the Michigan Consortias to evaluate the trainings, determine if the overall program was helpful to the attendees, and learn what potential new trainings should include. Each interview took between 15-25 minutes and was conducted via telephone. A report was developed that included a summary of the interviews along with direct comments from the interviewees.

CultureSource

Member Use of Culture Volunteer Program Focus Groups

CultureSource is a member association for non-profit arts and cultural organizations in Southeast Michigan serving the following seven counties: Wayne, Oakland, Macomb, Washtenaw, Livingston, Monroe and St. Clair.

The organization was interested in gathering data from members of CultureSource about their experiences using the Culture Volunteer Program. Two focus group sessions were conducted to obtain this data.

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WATS (Washtenaw Area Transportation Study)

Public Involvement Project

WATS needed to analyze the ways in which people were using the Huron Street bridge over I-94 in the City of Ypsilanti. The goal was to study a variety of crossing methods over the bridge and gather data from the general public about their preferences. Power Marketing Research was responsible for developing the public involvement plan; coordinating public meetings; and development, design, programming, and evaluation of an online survey.


CultureSource

Focus Group Evaluation of the Strategic Alliance Program

CultureSource is a member association for non-profit arts and cultural organizations in Southeast Michigan serving the following seven counties: Wayne, Oakland, Macomb, Washtenaw, Livingston, Monroe and St. Clair.

The overall goal of the project was to gather information about the Strategic Alliance project via focus groups.

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Michigan Science Center

Junior Docent Focus Group and Survey Evaluation

The Michigan Science Center developed a special Junior Docent program for students of the University Prep Science & Math (UPSM) Middle School. The program was designed to allow students to present information about specific exhibits on the floor of the Michigan Science Center. In order to evaluate the effectiveness of the Junior Docent Program, Power Marketing Research conducted focus groups with students to gather their opinions about how they felt about the program and improvements for the future. In addition to the focus groups, PMR prepared, administered, and analyzed an evaluation survey with the students to get a quantitative view of the project.

 

Yankee Air Museum

Air Show Intercept Interviews

The Yankee Air Museum located at Willow Run Airport in Belleville, Michigan, was interested in gathering information from attendees of the 2016 Thunder Over Michigan Air Show.

Intercept interviews were conducted with over 150 attendees about fundraising efforts and to test potential new fundraising messaging. A thorough report outlined the results of the intercept interviews and provided critical strategic direction for the organization.


Ann Arbor Hands-On Museum

Mobile Survey

Michigan Saves

Marketing Toolkit Development

Ann Arbor Art Fairs

Intercept Interviews

Power Marketing Research created an iPod-based mobile survey as an interactive tool for staff of the Hands-On Museum to use with visitors to a Bob the Builder exhibit. The data helped the museum gauge the overall success of the exhibit, determine the demographics of attendees, and assist in new exhibit planning.

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The Ann Arbor Art Fairs wanted to gather demographic data on attendees; assess the economic impact of the event; rate transportation services; and learn how attendees planned their visit to the event. Power Marketing Research conducted over 800 intercept survey interviews with visitors during the fairs. The results of the study will guide the planning of future events.

Power Marketing Research was asked to assist with branding, strategic planning, and the creation of a marketing toolkit for the Michigan Saves Home Energy Loan Program. The use of PMR's marketing workbook in cooperative workshop sessions gave the program a strong, identifiable presence as it rolled out across the state.

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Michigan Science Center

Exhibit Design and Focus Groups

The Michigan Science Center and the University of Michigan partnered to design and develop two exhibits about medical research and the consent process for adults and children. Power Marketing Research conducted a series of focus groups with adults, youth ages 8-12, and youth ages 13-18 to help create the exhibits. We also conducted in-depth interviews with visitors after they used the exhibits.

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Clean Energy Coalition

Marketing Program Development

Power Marketing Research assisted the Clean Energy Coalition to complete the development of a comprehensive branding and marketing program for a new solar power project, including creating the identity for the program, conducting market research among potential supporters, developing a comprehensive marketing and public relations campaign, and creation of a launch campaign for the program.

Ann Arbor Hands-On Museum

iPad and iPod Mobile Survey Development

Power Marketing Research developed two mobile surveys, one for use on an iPad and another for an iPod Touch, to help staff of the Ann Arbor Hands-On Museum gather data quickly and efficiently to inform the development of an interactive program about climate change. The mobile nature of the surveys allowed museum staff to present a wide range of possible responses interactively.


BetterBuildings for Michigan

Marketing Workshops

Power Marketing Research assisted in facilitating marketing workshop sessions with the BetterBuildings for Michigan partnership. The goal was to bring the group to consensus on key marketing and programmatic issues. Marketing workshop sessions using PMR's proprietary marketing workbook served as a critical tool during this process.

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Briarwood Mall

Mystery Shopping

Briarwood Mall needed to gauge a baseline measurement of store and restaurant performance in customer service; cleanliness; responsiveness; and overall appearance at their facility. PMR's trained mystery shoppers conducted a complete analysis of the mall. The comprehensive mystery shopping program was then repeated after a six-month interval, helping guide improvements to the facility.

Mr. Chain

Marketing Research

Mr. Chain, a crowd-control chain and stanchion manufacturer in Copemish, Michigan, needed to discover how best to communicate with customers and Power Marketing Research developed a survey solution that helped the company crystalize its messaging and understand the needs of its customers. PMR also assisted with rebranding and developed a comprehensive marketing plan.

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Marygrove College

Prospective Student Focus Groups

Marygrove College needed data about current and potential students, including the attractiveness of specific majors, perceptions of the college, and how to grow enrollment. Power Marketing Research conducted focus group sessions with current and prospective students and also developed a telephone survey which was administered to potential students.

University of Michigan

Focus Group and Usability Testing Projects

Power Marketing Research has conducted several research studies for the University of Michigan Department of Family Medicine. Projects have included focus groups measuring attitudes and opinions about cancer; website usability testing; and physician and patient interviews. Several of the focus groups included discussion of sensitive topics.

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Burcham Hills Health Center

Focus Groups and Brand Identity

Power Marketing Research used focus group sessions to gather data for the Burcham Hills Center for Health and Rehabilitation about the public's general perceptions of rehabilitation centers; to measure brand awareness; and to test a series of potential new brand identities. The results were used to develop a new brand identity, and to guide strategic planning for the rehabilitation center.

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Eaton Rapids Medical Center

Focus Groups

Eaton Rapids Medical Center needed to gather information about the opinions of local residents on healthcare providers and looked to Power Marketing Research for assistance. We conducted a series of four focus group sessions that explored perceptions, awareness, and viewpoints, and helped guide the center's strategic planning process for the future.

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BRAG Ann Arbor

Focus Group Testing

The Builders & Remodelers Association of Greater Ann Arbor wanted to learn more about public perceptions of their group. Power Marketing Research conducted a series of focus groups to discover how homeowners choose a contractor or remodeler; test a series of marketing messages; and test usage of local media sources.

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City of Ann Arbor

Ann Arbor Station—Public Involvement Project

Power Marketing Research was chosen to lead the public involvement efforts for the Ann Arbor Station Environmental Review Project. PMR developed an extensive Public Involvement Plan and Public Relations Plan for the project. We were also responsible for all stakeholder outreach including development and execution of a Citizen Working Group, Leadership Advisory Group, organization/group meetings, and numerous public meetings. We also developed newsletters, press releases, fact sheets, and social media updates.


Washtenaw County

Telephone Surveys

Power Marketing Research conducted a telephone survey with 300 contractors, homeowners and restaurants in Washtenaw County to measure the effectiveness of customer service representatives; overall opinions about the Environmental Health Department; the inspection process; and website usage. This data was used to make immediate improvements to internal process and assist with future improvements.

Ann Arbor Area Transportation Authority

Intercept interviews and Focus Groups

Power Marketing Research performed an intercept-style, self-administered survey of users of the Blake Transit Center. The survey questions focused on the amenities used by patrons of the Center, travel patterns, areas in need of improvement, etc. In total, 368 surveys were collected and analyzed. A detailed report was prepared and delivered.

Based on data gathered during the intercept survey process, two focus group sessions were held with users of the Blake Transit Center. Power Marketing and Research recruited participants, developed the discussion guide for use during the sessions, and delivered a report. The purpose of the sessions was to gather data on Blake Transit Center amenities, and opinions about amenities that needed improvement.

HealthMedia/Johnson & Johnson

Usability Testing and Focus Groups

Power Marketing Research assisted HealthMedia and the University of Michigan with a joint research project to explore use of health risk assessment tools. Based on HealthMedia’s existing set of health risk assessment tools, a paper-based output was developed. This output was then tested with the three main target audiences: physicians, office staff, and patients. During Phase 1, a series of focus groups were held with physicians and their staff. Based upon the input of the physicians, staff, and patients, the paper-based tool was adjusted. During Phase 2 of the research, the adjusted version of the paper-based tool was tested among physicians and patients. Patient focus groups were conducted to gather data about use of the tool. A series of follow-up interviews were also conducted with physicians from each of the four practices that participated in Phase 1.