Baseline Research

Every Hangar12 project begins by stepping into the consumer’s shoes and investigating the retail environment. This mind-set was developed by Procter & Gamble and coined “Store Back”. It means you have to have the end in mind when you're coming up with marketing ideas. What does your category look like? How do your products display in-store? Is your product in grocery, mass, c-store, dollar, club or specialty? How different is the shopping experience in each space?

Also, we garner consumer brand and shopping perceptions through mobile shop-alongs. We engage with your consumers as they note their in-store experience while shopping for your product (or your competitors). We capture photos, videos, and commentary from consumers across the country. These insights inform our SWOP analysis to identify creative ideas to explore.

Consumer Dialogue

We ask a lot of questions. You have to in order to understand how well your brand is communicating through your strategy. We talk to highly screened consumers one on one. We do on-demand surveys and on-line tests with our panels of targeted shoppers. We do quick consumer reads to narrow down choices and nail the idea.