Research & Strategy: LoJack
Research & Strategy / Almighty / LoJack
The challenge: When LoJack approached us about repositioning their brand, it was almost immediately clear that a logo update wouldn't suffice. In the 25+ years they've been in business, their product offering has remained largely unchanged. Our ongoing challenge has been to bring them into the 21st century by helping them to identify how a modern brand in their position might look, act and scale.
Methodology: To do this, we first recommended some qualitative research to help better define our users. With previous agencies, LoJack had done lots of quantitative studies in which brand-specific questions were asked (ex: When you think of LoJack, do you think of a) vehicle recovery, b) safety, c) security) -- but these studies seemed skewed. From the data they provided, we were able to find what looked like a pattern: people who care about vehicle security tended to be those whose cars were critical to their lives (ex: a stay at home mother) or their livelihood (ex: a real estate agent). To augment these studies, we recommended talking to people who fit one of those categories.
We proposed group and in-home interviews in a New York City bedroom community in New Jersey and in Los Angeles County. We thought we might get an interesting mix of answers from people who could be doing much of their commuting by train versus those who live in a place where cars are so paramount to getting around. Southern California is also one of the highest places per capita for auto theft, so we reasoned that if anyone might care about theft prevention it'd be people living there.
Results: What we found, though, is that whether people used their cars for their lives or their livelihood, whether they lived on the west or east coast, they seemed to fit on a spectrum between people who do everything they can to mitigate risk and those who roll the dice.
With this in mind, we've moved forward with the repositioning better informed on how our users approach the world: invaluable information when it comes to designing products and services for them.
Pictured: Pages 8 and 28-29 of LoJack Brand Strategy document. Full report available here.