Market analysis and marketing research

Leveraging intellectual properties to enhance consumer experience

Client profile

LOCATION

Canada

CLIENT

Performance and event venue

TARGET MARKETS

Canada and United States

LOCATION

Canada

CLIENT

Performance and event venue

TARGET MARKETS

Canada and United States

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Challenge

A creative studio was looking to develop new immersive exhibitions based on strong, yet undetermined intellectual properties. To ensure the project’s success in its target markets, the studio was looking to identify the intellectual properties that would generate the most interest among entertainment consumers in 10 North American cities.

Mandate

Identify the intellectual properties with the highest commercial potential for an immersive multimedia experience.

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Solutions

Habo needed to validate the commercial potential of over 40 intellectual properties. We therefore conducted a :
— Marketing research among 8,300 entertainment goers to identify the IPs with the highest commercial potential – those that generate the highest purchase intent and perceived value, both among entertainment consumers and past visitors of the client’s previous exhibitions.
— Evaluation of the financial value of each IP based on their respective psychological pricing.

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Results

— Classification of intellectual properties into four categories, according to their potential with priority target markets and consumer segments.
— Identification of the intellectual properties with the highest commercial potential.
— Based on consumer insights, understand why these IPs had such high commercial potential across different target markets and segments.
— Development of interactive charts for the client to navigate the results and understand consumer perceptions and its impact on purchase intent.