Am I actually connecting with my target audience? 

Sometimes, research can reveal unexpected gaps between the story a company wants to tell and what their customers want to hear. An education technology company wanted to understand the information-seeking and decision-making processes for their target audiences to more effectively reach them through marketing. Although the original request sough information on channels and preferences, a synthesis of secondary data and qualitative interviews revealed a surprising additional result – audiences were far more advanced and nuanced in understanding the technology than expected. Company messaging was targeting the right audiences but the wrong needs. OWL identified opportunities to reframe and evolve the company narrative to better meet audiences in the current moment.

How is my program doing? What can we do better?

Effective evaluation tells an honest, data-driven story so that program stakeholders can make informed decisions. A non-profit organization established an initiative to bring together a group of non-profit leaders to build connections, share ideas and establish best practices to better serve at-risk young adults in the community. After its first year, and facing a decision point of whether to seek additional funding, the organization needed to understand what worked and what didn’t work in the first cohort. OWL conducted interviews, reviewed program documentation and analyzed survey results to develop a clear analysis framework to understand program successes and challenges. The resulting whitepaper ultimately shaped the decision to expand the program to additional cohorts. 

How can my brand respond to media narratives in a pivotal moment? 

Brand storytelling is most effective when it connects to existing narratives about a brand or its market. A draft public policy statement with widespread implications for the tech industry led one influential company to question whether and how to engage in the subsequent media conversation. OWL conducted a narrative analysis to understand the media story surrounding the proposal. The analysis focused on identifying media narratives, evaluating their momentum and understanding how the conversation was evolving following the announcement. This allowed the company to develop a tailored communications strategy that both resonated within the current conversation and aligned with its likely trajectory.

What is the market opportunity for my idea?

A deep understanding of market barriers and whitespace opportunities can make all the difference in getting an idea off the ground. For one organization proposing an advanced commercial HVAC system design, understanding the market opportunity required input from a niche field of highly expert voices. OWL worked with the organization to develop a phased research approach that included surveys, in-depth interviews and a unique scenario-based exercise evaluating technical aspects of the proposed design. The final research report helped to characterize the current market, validate the proposed system design and identified the audiences that shape decisions for large commercial buildings. 

How do I make sense of all this data?

Organizations have an abundance of data at their fingertips, but it can be difficult to bring it all together effectively. The marketing team of a large healthcare system operating across several states faced a coordination challenge because each region had differing perspectives on their market, audience and competitors. Despite access to the same set of data sources, decisions were being made based on limited information and siloed behaviors. Connecting the dots across the organization was impossible. OWL worked closely with the team to develop a comprehensive marketing playbook designed to break down data siloes and establish shared understanding across the regions. The result was better coordination between regions and development of a cohesive brand identity.