Silversea Cruises approached Micstura in the midst of a brand positioning exercise for assistance with consumer research to gauge overall impressions, perceptions, and receptivity to the new creative.
We developed a sound research program to offer insight into each step of the new brand stepping stones. First we met with guests and prospects one-on-one to understand their unguarded reactions to the stimulus. Then, we conducted an online survey to validate the insights among key audiences (past guests, competitor cruisers and prospective non-cruisers).
The insights of the research were used to inform global marketing strategies; recommendations yielded opportunities to communicate to each key audience differently, as well as brand components to throttle up and down for different desired outcomes.
- Research Strategy
- One-on-one interviews
- Skype/ FaceTime interviews
- Survey design
- Qualtrics survey programming
- Sample management & Quotas
- Online surveys
- Reporting & Presentation of Findings
- Brand positioning