Case Study: Brand Development in Sunday School Publishing

A Sunday school curriculum publishing company needed customer feedback before launching a new line with an unusual name.  They brought in Campbell Rinker to conduct four separate online focus groups, two at a time, recruiting 80 Christian education directors without revealing who was sponsoring the research to limit the bias in the response as much as possible.  Eventually, over half of these recruits participated – a solid rate for professional participants. The answers these respondents gave our client allowed their product managers to move with confidence toward specific branding, mascot and content decisions.  The new line achieved solid success and continues to be extremely popular many years after its launch.  Methodology: Online Focus Group, Blind