KSA and the University of Rhode Island Case Study

Background - KSA Marketing and the University of Rhode Island sought to develop a new marketing campaign to attract potential students. To guide this initiative, they partnered with ThinkNow. Leveraging our deep expertise in multicultural research and advanced methodologies, we developed a comprehensive, three-phase research strategy to meet project goals.

Solution -

Phase I: Exploratory Qualitative

ThinkNow designed and moderated two 90-minute online focus groups—one with college students and one with parents of high schoolers. This phase involved recruiting and screening participants to ensure they aligned with the project’s target criteria. With the right individuals in place, our team then tailored discussion guides to focus on perceptions of the University of Rhode Island and uncover any barriers that might influence decision-making. We facilitated virtual focus groups using an advanced online platform that included a virtual backroom that would allow clients to observe sessions in real time and communicate with our moderators discreetly. Following the discussions, we synthesized the findings into a topline report that highlighted key insights and provided strategic recommendations to inform the development of campaign messaging.

Phase II: Creative Concept Testing

In Phase 2, ThinkNow conducted two 90-minute online focus groups to test three creative concepts developed from Phase 1 insights. We recruited participants using the same screening process as in Phase I, moderated the sessions on the same platform, and delivered a topline report summarizing audience reactions and key findings.

Phase III: Quantitative Validation

To validate the qualitative findings, ThinkNow designed and conducted a custom online survey. We co-developed the survey with KSA and URI, programmed and tested it, and then launched it. We collected ~400 responses, evenly split between parents and students, and analyzed the data for patterns in perception, message resonance, and potential areas of concern or confusion.

At the end of this phase, our team delivered a final report with an executive summary and detailed findings demonstrating how refined messaging performed across audiences and providing clear guidance for future campaign development.