Case Studies

When hundreds of billions of dollars are riding (flying) on it.

The Boeing Company in conjunction with United Airlines hired Kerr & Downs Research to conduct preliminary research on a 20-year, hundreds of billion dollar decision: whether to

We conducted focus groups in New York, Los Angeles, and Chicago of flight attendants, first cabin passengers, and coach passengers who had recently flown 12-14 hour flights. We used projective techniques, mind mapping, and other qualitative tricks we have developed over the years to help respondents picture themselves at various points in a 20 to 22-hour flight. The bottom line was that our research showed The Boeing Company that flights of up to 22 hours are feasible from passengers' and flight attendants' perspectives. Based on further quantitative research, The Boeing Company decided to place its bets on the 787 Dreamliner.

Protecting Floridians from hurricanes

When the State of Florida wanted to know how to promote its "Our Safe Florida Home Program" designed to help homeowners protect their homes against hurricanes, they selected Kerr & Downs Research. We conducted a pre/post research design of 2,000 telephone interviews in English, Spanish, and Creole. We recommended positioning themes and messaging for the promotional campaign that increased awareness and use of the program.

Preventing another Katrina

When the Florida Department of Community Affairs in conjunction with FEMA and the eleven regional planning councils in Florida commissioned the world's largest project on hurricane preparedness, they hired Kerr & Downs Research to conduct 18,800 telephone interviews throughout Florida to assess what Floridians will do under various hurricane scenarios and what they have done in past hurricanes. Results of this behavioral evacuation study are part of Florida's overall disaster plan covering not only hurricanes, but also nuclear accidents, river water flooding, and wildfires. Study results will help the State of Florida avoid a Katrina-like disaster.

Helping Women on 3 continents

Soroptimist International of the Americans (SIA) is comprised of professional and business women from 3 continents (North America, Asia, and South America) whose mission is to help less fortunate women. Bogged down in a multi-layer bureaucracy and handicapped by local and regional components pursuing different strategies and even missions, SIA hired Kerr & Downs Research to help them develop and promote their Renaissance Campaign designed to reenergize the organization. Kerr & Downs Research conducted focus groups, in-depth interviews, telephone surveys, and internet surveys in ten languages across 26 countries to give SIA a sense of its membership. Based on results, we developed the blueprint for SIA's Renaissance Campaign.

When is the Outer Banks not the Outer Banks?

The southern part of the breathtaking chain of barrier islands off the coast of North Carolina is less famous than its northern neighbor that includes Nags Head, Cape Hatteras, and Kitty Hawk. The challenge was how to position the southern outer banks? Based on a pre/post test telephone interview with visitors and non-visitors to the area, Kerr & Downs Research, working with Omnicom Group's primary travel and hospitality agency, the / zimmerman / agency, developed the elements of a branding and positioning strategy and helped identify the key messaging components. The Crystal Coast, as it is now called, was able to establish its own identity separate from its more famous northern neighbor.

Why can't I fly where and when I want on my award ticket?

Delta Air Lines was concerned about its most loyal customers, its Medallion Members. So it hired Kerr & Downs Research to conduct 500 telephone surveys a month to chart Medallion Members' experiences with award travel. We recommended strategies and tactics for improving the award travel process. One key finding we stressed to Delta Air Lines was that award travelers, especially Medallion Members, expect to be treated just as well when they are flying on award travel as they are treated when paying for their flights.

Marketing alligator leather to rich consumers

The Florida Department of Agriculture wanted to know how to increase demand for American Alligator leather products. Kerr & Downs Research conducted focus groups with upscale consumers in New York, Atlanta, and Los Angeles and developed an outline of a marketing strategy for the Department.

What is the best strategic path forward?

The Institute for Food Technology (IFT), a nonprofit scientific society with 22,000 members working in food science, food technology, and related professions in industry, academia, and government, was uncertain about the right strategic path to ensure growth. IFT hired Kerr & Downs Research to do a series of focus groups, in-depth telephone interviews, and internet surveys of members and non-members to determine the drivers of engagement with the association and the obstacles to membership and engagement. Based on our research, we mapped out a blueprint for IFT's strategic direction. We focused on issues such as target markets, positioning, branding, product portfolio, product innovation process, product deletion process, and valuing products and services.

How to ensure that more students can go to college?

The Florida Prepaid College Plan is the most successful state-run college savings plan, yet sales of its lesser known Florida College Investment Plan have languished since introduction in 2000. Kerr & Downs Research was hired to conduct dyads and triads with purchasers and non-purchasers to identify drivers of brand choice and identify obstacles to brand choice. Based on results of the qualitative research, we developed a statewide telephone survey to quantify results so the Florida Prepaid College Board could make a prepaid college experience available to more young people. We helped design a single brand strategy for the two main products, and identified an internet-based method for operationalizing the single brand strategy.