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Consumer Research; Category & Multi-Brand Positioning

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Overview

❋ The Challenge

As spirituality moves into the mainstream, Ingenio’s portfolio lacked clear differentiation and a unifying point of view — making it harder to grow share, attract new audiences, and define a modern role in a rapidly evolving category. While once the leader of a narrow category, Ingenio’s brands lacked the necessary credibility and awareness to translate that leadership into adjacent spiritual, wellness, and therapy categories experiencing rapid growth. At the same time, lingering stigma around psychics and adjacent spiritual advisors limited word of mouth and created a barrier for a more practically minded, “spiritually curious” audience.

❋ The Relevance Unlock

This isn’t just a brand problem, it is a category problem.

We redefined their space as Human Empowerment Through Spirituality — infusing credibility and modernity into a stigmatized space, and grounding it in human intuition, personalization, and a safe place to explore. To expand the potential audience, we balanced intrigue with practical clarity and aligned the portfolio to viable growth segments with clear, differentiated roles. We diagnosed unmet needs across adjacent categories, and developed growth strategies for both brand and product, so each could legitimately and distinctly play in those expanded spaces.

❋ The Outcome

Recent work — results not yet available

What We Delivered

Custom Research

Cultural + Audience Intelligence

Category Opportunity Analysis

Audience Segmentation + Profiles

Category + Portfolio Repositioning

Brand Positioning

Creative Concept Testing

Growth Strategy, Organic + Net New

Project Duration: 5 phases, 3-5 weeks per phase

Pie chart illustrating survey responses about the perception of Purple Garden as a spiritual expression, with sections labeled 'Not sure,' 'No,' 'Yes, PG is one of many ways,' and 'Yes, PG is one of a few ways.' Additional pie charts show responses for different groups, including VIP, HV, MV, and LV, each displaying varying percentages of agreement about Purple Garden being main or one of a few spiritual expressions.

Custom surveys with existing users and marketplace Advisors established a baseline understanding of what was compelling and missing across the brands — including key life benefits, triggers and need states, and usage trends.

A diagram with three audience segments on a spectrum from high to low spiritual orientation, displaying various stages of spiritual engagement and growth, with circles representing different groups like "Spiritually Satisfied," "Spiritually Active," "Spiritually Growing," "Pragmatic Seeker," and "Passive Participant." The arrow indicates decreasing spiritual orientation from left to right.

Extensive growth audience research, including custom quantitative surveys and in-depth interviews, identified three high-potential psychographic segments aligned with Ingenio’s offering.

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It became clear the opportunity wasn’t just to refine the brands, but to redefine the category. We mapped the whitespace, then aligned Ingenio’s portfolio against high-growth audiences, developing distinct roles and positionings for each brand to drive expansion.

“Alexa and Rob bring a strong combination of rigorous research and sharp cultural perspective. Their partnership has been invaluable in helping guide our brand repositioning and shaping a more impactful direction for our company.”

Laura Walsh | CEO, Ingenio

“We deeply appreciate Quick Study's rigorous process and high-quality strategic insights, which were foundational in shaping the future direction and confident positioning of our core portfolio brands.”

Ariana Hellebuyck | CMO, Ingenio

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