Case Studies

Courtyard by Marriott faced declining guest satisfaction and competitive positioning in the North American market. To address perception gaps, a three-phase approach was implemented, including stakeholder interviews, online guest communities, and in-depth property evaluations. Insights from the research informed strategic enhancements that refined the brand’s competitive edge. The implementation of key recommendations led to significant improvements in Guest Satisfaction Scores (GSS) and Revenue Per Available Room (RevPAR), demonstrating the impact of targeted interventions in revitalizing brand perception and performance.

To translate Infiniti’s ‘Power from Within’ brand positioning into tangible product innovation, a qualitative research initiative was conducted across five key markets. Luxury car owners engaged in creative and projective tasks to identify functional attributes that aligned with the brand’s promise. This approach led to a clear innovation framework, informing short-, mid-, and long-term opportunities. Notable outputs, such as noise-canceling features and self-regulating cabin temperature, were successfully integrated and highlighted in recent press coverage.

Hilton sought to enter the rapidly growing $300 billion workforce travel market with a disruptive midscale long-stay brand. Using an agile ‘Sprint’ approach, we collaborated with over 3,000 stakeholders, incorporating iterative feedback to shape a compelling guest experience and franchise proposition. With the first property set to open in early 2025 and strong development interest, the brand is poised for significant expansion, supported by a strategic go-to-market launch across PR and key channels.

Despite men making up a significant share of Tiffany & Co.’s sales, the brand identified a knowledge gap in understanding their purchasing behaviors. Through qualitative interviews and a quantitative survey, we developed a psychographic segmentation of male gifters, mapping their emotional journeys and preferences. The insights led to a targeted strategy, equipping sales teams with a toolkit—including "Golden Questions"—to better engage male buyers. The findings also informed new customer experiences that have since been implemented.