Consumer Research & Market Insight
We are voracious researchers experienced in current consumer research methods. Our research team focuses on fewer more pointed questions, provides rich meaningful insights and can translate strategy into action fast – providing you a competitive advantage.

We provide customer, consumer and market insight research. We have experience designing research plans to support early stage idea identification, brand equity or competitive positioning insight, market opportunity sizing, concept validation and optimization.

We objectively advise on which research approach (e.g. qualitative or quantitative, traditional vs. non-traditional) is best and are unique in our ability to offer a holistic research learning program optimized to provide decision-support from idea to execution.

QUALITATIVE RESEARCH
Our qualitative work is unique and customized to garner deep consumer insight. We utilize methods to uncover unmet needs by probing deeper into lives, motivations and desires of target customers.

• Traditional Consumer Groups such as focus groups, IDIs, dyads/triads

• Non-Traditional Consumer Groups in a casual setting with clients, consumers and research teams all in one room interacting in highly engaging and insight driving exercises and activities

• Accelerated Learning Groups which are speed focus groups to accelerate a day's worth of groups in a table-to-table format completed in the time it takes to conduct a single group session

• Behavioral Ethnography is observational research based in-context of a situation (e.g. a social context or setting, decisions while shopping, in home, etc.) We structure the field research to observe situations which may be captured from static camera setup or with our behavioral ethnographer to observe directly for a period of time. We enhance the experience with follow-up verbal and non-verbal methods and associative techniques to uncover unique, valuable unmet needs

• Concept Optimization where we identify the overt benefit, support/credibility statements and communication, language and understanding to optimize a concept prior to quantitative testing utilizing benefit sort, image association and other techniques. Optimizing the language for marketing communication or marketing messages and considering various product positions vs. competition can ensure a concept scores on its merit, and a winning concept is not passed over due to poor concept writing.

QUANTITATIVE RESEARCH
Our quantitative research studies focus on early stage innovation through concept optimization, all pre-product development so they provide the flexibility and insight to support guiding front-end innovation. We offer quantitative needs relating to strategy, positioning and growth opportunities.

• Market Opportunity Analysis: Quantify unmet needs, consumer beliefs, need states or other insights that provide a map of the most important and significant desires or needs of consumers.

• Brand Extendibility Study: Process to map the core essence of a brand, link growth strategy and quantify the stretch of a brand into new categories

• Customer or Consumer Segmentation Analysis: Use of belief statements, needs or other attitudes and behavioral insight to determine consumer segmentation or need-based segmentation utilized in defining a high value target segment.

• Online Concept Test or Concept Screen: A typical quantitative concept test can be “black box” or very rigid. Our model adds significant value in early stage innovation to test not only purchase intent and purchase frequency but other key elements such as uniqueness and propensity to switch to focus on understanding incremental purchase and allows for complete customization in design and added qualitative/quantitative questions.

Concept testing provides feedback during product development and the development of marketing positioning/marketing messages. Consumer research should be considered to test initial purchase likelihood, product optimization or comparative product analysis and likelihood to repurchase. Some common methods we use are an online concept test, TURF analysis, sensory, in-home use test (IHUT) and Central Location Test (CLT). We can design methods for multiple household members such as primary purchaser and kids and can target segments such as millenials, boomers or custom segment based upon behaviors or attitudes.

Current Issues and Studies:
Grey Area Consumers: Are You Listening to the Right Consumers?
Abstract: When thinking about growth and innovation strategy for your brand, ask yourself, “Are we listening to the right consumers?”

Segmentation is Critical for Insight
Abstract: Bring clarity to marketing, strategy and innovation. Consumer and market segmentation is a critical study to understand whom you are trying to serve.

The Accelerated Learning Group Maximizes Value of Consumer Groups
Abstract: Marketers and researchers can maximize the time they spend on insight development and collaboration through Accelerated Learning Groups, not just watching focus groups behind the glass.

Don't Simulate Good Decision-Making
Abstract: Things leaders should consider in utilizing research to engage in better decision making.

Iterative Research Learning Programs Better Your Chances of Success
Abstract: One shot research methods are easy to buy; easy to sell but are the hardest to create value in early stage innovation. A Learning Program solves this problem.

What's Standing Between You Getting to Know Your Customers?
Abstract: The answer is simpler than it seems: Glass. Why limit the value you get from the investment when you can experience...