Case Study:
Partnering with other
research firms
The case:
The Rational Heart partners with a number of established market research firms to provide opportunities in two distinct ways, including, a) adding emotional measurement data and insights to the research programs already in place with key clientele, and b) attracting new clients by promoting the joint capabilities of emotional and cognitive research offered by the partnership.
The challenge:
Research agencies need to find new opportunities to grow. They can grow by increasing their business with existing clients or by adding new members to their client base, or both! The Rational Heart has built partnerships with several diverse agencies, coming on board as the lead, as a joint provider, or as a silent contributor. These partnerships thrive as the end client is reassured by the familiarity of working with their established provider in adopting new technology.
The emotional
insights:
Almost without exception, the most valuable insights emerging from our partnerships have come from combining the data from both entities in the relationships. The emotional response results provide a new and different lens through which to view marketplace movements and brand performance.
Adding emotional results to cognitive research results leads to new perspectives and opportunities by helping clients learn what truly drives their consumers’ behavior. We help highlight that what drives consumers is not just what the firm does, but also how brands make their customers feel.
The resulting strategic actions:
These partnerships can breathe new life into ongoing research programs like trackers or forge new relationships with clients looking for fresh perspectives. Emotional research can provide unique insights and guidance when messaging is being developed or decision influencers are being investigated. And at the Rational Heart, we find that “discovery” can be some of the highest-value return on investment.
Case Studies
-
Confirming a new emotional approach
As one of the largest banks in the US, the brand wanted to do something different, namely to appeal to consumer’s emotional side. To do this, the bank needed to understand how consumers currently connected with the brand emotionally and compare this emotional profile to the banking industry/ category to set strategy for moving forward.
-
Personalizing emotion to drive donations
A well-known research hospital uses emotional response data to identify and measure key drivers of charitable donation behavior.
-
Shifting messaging based on emotional insight
A top-5 Clinical Research Organization (CRO) actively changed their messaging and business development materials, focusing on trust and curiosity.