Illuminology

Consumer behavior research for brands

Headquartered in Columbus, Ohio, Illuminology designs custom research for clients across the United States. It describes its work as custom-designed market research and analytics that help organizations grow smarter, communicate better and strengthen communities. The firm applies methods from the social sciences of psychology and consumer behavior to real markets and real communities, then works out the key stories the data tells so that clients can make better decisions, change attitudes and influence behavior.

The firm's consumer insight work is aimed at brands that need to understand what drives buying decisions. Its published case studies include a restaurant chain, a children's accessories retailer and a sports franchise, which show how the methods apply to consumer-facing businesses.

Surveys, focus groups and analytics for businesses

Illuminology's core services are surveys, focus groups and analytics. Surveys are custom designed for each client and aimed at customers or communities, while focus groups bring together people who belong to the target audience for discussion. Analytics is the statistical work that turns the research findings into a clear account of what is happening and what the client should do next.

Community impact studies for public and non-profit bodies

A second strand of the firm's work measures the effect of public and non-profit programs. Its case studies in this area include a health data organization, a community service provider, a city council, a family and youth institute, a women's fund and a county branch of a national charity. Impact research of this kind tests whether a program is reaching the people it was designed for and where the gaps are.

Research for sales and marketing leaders

Its target leaders include chief executives, chief marketing officers and strategy heads in advertising, public relations and customer experience. The research is built to show which messages sell and how the business can grow faster, and it is delivered with the aim of helping leaders decide where to put their effort.

Research for executive directors and operations teams

For non-profit organizations, the firm works with executive directors, senior operations staff and senior marketing staff. The research focuses on how an organization can make and measure its impact, which is a different question from sales growth, and the studies are designed to produce findings that a non-profit board can act on.