A global QSR client needed to get qualitative feedback on visual identity elements, including a new logo for the brand. Since it was in the early stage of development, there were different options and a lot of material, making it imperative to understand the value of each elements, as well as the meaning of colors, symbols, visuals, and pictograms before selecting the right elements for further development. The study was being conducted across 5 different countries, across regions of the world.
The Approach:
The research design included a short-term hybrid qualitative community to ensure all elements were explored and discussed in depth over several days. Participants spent 30 to 45 minutes a day on the platform for a total of 4 days, allowing time and space to deal with all materials, ensuring depth of information across all. The community also allowed for utilization of many projective techniques and visuals to ensure emotional depth of information.
The Result:
MDI provided clear recommendations on do’s and don’ts for the future visual identity of the brand, including multiple insights on the cultural contexts that needed to be considered. After this qualitative stage, learnings and optimizations were implemented in 2 final options that were tested before the winning adaptations were used for the identity and logo of the brand.
