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Success looks different for everyone. While a client’s industry may change, the process of defining the optimal approach to greater success remains consistent. Our team at RedSky Strategy has a tried and true strategy to uncover the best pathway to growth for each of our respective clients.

Prior to  analyzing the nitty gritty of problems and solutions, the first step getting to know the client. This entails opening a casual (yet professional) two-way dialogue in which both parties can ask and answer pertinent questions.

We truly enjoy the process of getting to know a new client. Not only do we gain a new perspective, but we are also given the opportunity to illuminate the best pathway to growth and greater success for their business. In other words, taking the time to get to the people behind the brand creates CONSUMER TRUST that is irreplaceable by any basic strategy.

Following this brief honeymoon period, we set out and begin strategizing.

RedSky’s goal with our clients is to create a strategic roadmap that will help guide them toward higher achievements, and mitigate any current and projected pain points.

To determine the best path forward, we ask these 4 questions:

1. What is the client’s need? What decisions do they need to make? 
2. Which actions will we take to solve this problem?
3. Where can HumanSight be integrated?
4. What is the determined pathway to growth?

You might find yourself asking, “This sounds great, but what exactly is HumanSight?” Great question! 

In this age of digital empowerment, despite the fact that it’s easier to reach consumers and customers, people are feeling more disconnected than ever. This lack of in-person experiences creates a greater demand for human interactions online.

HumanSight™ is our unique way of bringing the human experience to life, helping you see the world through the lens of your consumer or customer and better intuit their needs. Knowing how to resolve needs, provide moments of joy, or eliminate moments of frustration will help earn your target’s trust and build a deeper relationship with them. It is the only way to deliver both actionable and meaningful implications from data.

Our mission to deliver a more human-centric experience drives us to create new methodologies – combining story-telling with quantitative positioning research and more. 

A foundation of trust created through the understanding of HumanSight offers your consumers and customers a solid foundation upon which they can build relationships. When applied, HumanSight drives growth for the brand, and gives consumers meaningful experiences – both online and offline.

With this basic understanding of Humansight in mind, let’s take a look at how it’s integrated into a strategic pathway to growth.

To better show how RedSky leverages the 4 steps outlined above, we will walk you through a case study of an established media brand with 30+ years in the game.

CLIENT

An established media brand with 30+ years in the industry.

THE NEED

After existing in the public eye for 30+ years creating content designed to inspire and educate, an events and media company seeks to gain a deeper understanding of its audience and how its brand fits into its audiences’ lives. Their desire is to tailor and create content that engages new audiences and encourages them to share its ideas.

OUR APPROACH

• Stakeholder interviews
• Quantitative Survey
• Decision Journey
• Message Testing
• Segmentation
• Focus Groups

HUMANSIGHT

First, we identify the core audience and bring them in so that the client can hear their experience with the brand firsthand. Conclusively, the study reveals an opportunity that the company has to bring people together across age groups, across genders, across interest areas, and across the political spectrum – a unique position in today’s fragmented media landscape.

Another important finding is that the brand’s biggest fans aren’t going for just science & technology content (or just humanities & psychology, for that matter). The biggest fans are those who are broadly curious. Curious people aren’t naturally stuck in any one bucket, like college majors. They see many disparate things as relevant to them, and can glean inspiration from myriad sources.

Finally, what gets people to click on a given video is how relevant they feel it is to them and to the world today. Beyond the click, they view a video from this brand as one of quality is they find it inspiring – regardless of subject matter.

PATHWAY TO GROWTH

Following the research, a more effective communication strategy with underrepresented audiences is needed. They found the current content format must be adapted to attract more casual audiences. The solution? To expand audience interest, the company integrated inspirational/motivational themes into tech/science content. Furthermore, a newly implemented YouTube strategy was found as key for the company’s growth, and ability to capture wider and younger audiences.

With this particular client, their optimal direction was illuminated by the following. 1. Determining the problem. And, 2. Weaving HumanSight into finding the solution. It is important to note that while each brand (and the problem they want to solve) will vary, the foundational questions we ask to determine the best path forward remain the same.

RedSky has many other client success stories, each unique in perspective and need. If your company is seeking a new outlook on a dataset, or would like to conduct new research to solve a current problem, our team is well equipped to guide you. Contact us via our website – we look forward to connecting with you!

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