Prosperity Productions
Credentials
Prosperity Productions
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Our Goal:
To make research as engaging as the work that comes from it
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Our Values:
PASSION
FLEXIBILITY
TENACITY
CONNECTION
FUN
Prosperity Productions
Competitive Edge
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Passion for and drive to uncover true brand insights that lead to gamechanging strategic and creative solutions
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Implementation of traditional and unique research methodologies to
guarantee the most comprehensive and diverse learnings
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Utilization of filmmaking knowledge to create an engaging research
narrative that allows for marketing strategy that is as compelling as the
creative
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Previous client-side experience allowing for as deep an understanding of
internal teams as clients / customers
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Prosperity Productions
Service Offering
RESEARCH
• Ethnography
• Video diaries
• Day-in-the-life
• Shopalongs
• Groups
• Individual interviews
• Quantitative
STRATEGIC CONSULTING
• Brains on call / consulting
• Facilitation
• Ideation
• Product development
COMMUNICATING
INSIGHTS
• Internal launch meeting
• Video
• Online content
• Original programming
THE RIDE
A facilitated 2-day session steeping participants in the realities of their target audience’s lives for a dynamic and deeper
understanding of key motivations, behaviors and perceptions
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The Prosperity Productions Team
MODERATION (10)
- 20+ year veterans
- All have client-side experience
- Range of geographies and expertise
PROJECT MANAGEMENT (2)
- Former head of Murray Hill
- 20+ year research project veteran
FILM & VIDEO (5)
- Cross-trained in film and marketing
- 5+ years in the field working with marketers
Methodologies
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Qualitative
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Groups
IDIs
In home interviews
Shopalongs
Play-alongs – play with them as
they interact with objects
Hang-out-athons – seeing how
they go through their evening
hours, who is fun, cool to
communicate with and how
Friends/family groups
Online groups/blogs/bulletins
Video diaries
Photo diaries
Creating an experience by making the
invisible, visible
Methodologies
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Quantitative
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Bringing numbers to life and
information into action
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A&U
Segmentation
Product profiles
Communications quadrants
Quant studies that go beyond the
numbers – using pictures and
“movie in their head” questions to
get intuitive as well as rational
answers
Video-game type online studies
Developing mathematical models
for projections
Creative and product testing
Combination qual/quant
Global Reach
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Projects in 23 countries
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Regions
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Moderation in English and Native Languages
In home, in facility, in office
Telephone and in-person
Proven methods for getting the most from foreign
moderators
US/Canada
South America (two Spanish speaking moderators on our team)
China
Asia (India, Japan, Thailand, Taiwan)
Africa (Kenya, Tanzania)
White paper and POV on best practices with overseas work
Cross Industry Experience
Delivering High Impact Results
Reinvented the global
distribution plan, resulting in
sales increase of 20% and
margins increase of 30%
Uncovered insight that the key
benefit is motivated and engaged
workers, enabling business
consultation focus to shift from
technology to team building,
resulting in dramatic increases in
sales and repeat business
identified
Changed brand perceptions from
cold and “not-in-the-business” to
“someone I want to do business
with.” Acquired 26,000
subscribers to “Moms Like Me”
microsite; 74% of visitors said
they would consider Samsung
after visiting the site
Helped a major pharmaceutical
company identify the key issue
with cancer patients was not
pain but fatigue, resulting in the
development and launch of an
entire new product line and
significant income stream
Shaped product development
focus, outdoor storage designed
for kid safety, allowing for a shift
from lids and bins to delivering
on end benefits, resulting in
dramatically increased sales and
consumer emotional
engagement
Led effort to sell beyond infants
without cannibalizing current
distribution. Efforts yielded
streamlined SKUs, better
communication with distributors,
improved store design, and a
new website. Brand saw a 23%
increase in profits
Identified the people qualifying for
credit card were using it for
financial management. Helped shift
a sleepy credit card portfolio to one
of the most profitable in the
country by delivering on this insight
with a “you’re smart for saving with
us” direct marketing TV campaign
that was as efficient as direct mail
Launched a new stain resistant tshirt that resulted in a major
distribution agreement and
featured placement with Walmart
CASE STUDY
Samsung Home Appliances:
Objectives
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To uncover the value equation behind Samsung appliances, specifically the
French door refrigerator and front-loading washer/dryer
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To understand the emotional context into which these products and the
brand fit
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To deconstruct the dynamics of decision making and post-purchase value
for products and the Samsung brand
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To identify positioning options for Samsung in the category, along with
messaging strategies that will motivate buyers
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Samsung Home Appliances:
Methodology
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12 families in high-sales markets
for Samsung (Lowe’s) in
Los Angeles, Dallas and Atlanta …
– Each was currently shopping for a
french door refrigerator or
washer/dryer with plans to purchase
in the next 6 months
– Mix of age, ethnicities
– Married with young children living at
home
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… were recruited for a year-long
study consisting of:
– In-home video diaries (before,
during and after installation)
– Telephone interviews
– In-home focus groups with 8-9
women (friends and family of
respondents)
– Online “pings” on creative
– Web-based video
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Samsung Home Appliances:
Key Findings
OLD APPLIANCES
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NEW APPLIANCES
“Old appliances make me see myself in a 1950’s
poodle skirt, making martini for my husband”
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“New appliances make me see myself as a modern
woman, full of life – many lives actually (even
sexy!)”
While rationally attracted to new features, the key to
sales was the emotional engagement
– How it makes me feel about myself
– Someone hears me/cares about me
The last 4 feet make all the difference
Samsung Home Appliances:
Consumer Journey
Old appliances
make my life
harder
There isn’t a
solution; Have
to replace it
Overwhelmed
by choices –
brand and
retailer
Friends,
Internet are
best resources
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Samsung
solves
problems I
didn’t know I
had
Installation can
make or break
my sense of
brand value
Once I see
benefits, I’m a
passionate
advocate for
the brand!
Samsung Home Appliances:
Results
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Branded experience microsite, “Moms Like Us”
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The brand’s first attempt to establish a conversation with consumers
and an opportunity for Samsung to build a relationship with them, as
opposed to fleeting touches
Not only about the participation of the consumers or the brand
blogger; the site enables Samsung to directly answer consumer
questions about the product, helping to drive brand differentiation
and product consideration
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74% of the surveyed respondents agreed
they would do more online research after
visiting Moms Like Us
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In five months, the site generated:
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Over 26,000 MEMBERS
713,288 page views
191,431 visits
5,803 video views
1,394 comments through the site
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Prosperity Productions
Brand Promise
− Making the invisible visible. Going beyond the obvious, showing interconnection
and context, and how this idea fits with the larger picture
− Being the Zappos of market research. Focusing on internal audiences as well as
external ones so you can get the most from your research
− Bringing the results to life. Delivering an experience not just a report
− Partnering wisely. Processes and a proven track record
− Making it fun. Like a great boutique hotel where every room is decorated
differently, but there’s always a mint on the pillow
Thank You
Contact Us
Lori L. Hamilton
President, Managing Partner
520 W 48th Street, 5N
New York, NY 10036 USA
646-414-1528 (p)
917-664-0127 (c)
Lori@ProsperityProductionsInc.com
www.ProsperityProductionsInc.com