ARTICULATE A RESEARCH STRATEGY
At a time when business questions are increasingly complex, there is an explosion of data, data sources, analytics, and research methodologies.
We help customers create a research strategy based on their needs; building applicable knowledge balancing budget, risk and speed. We map knowledge gaps and propose learning plans.
INFORM BUSINESS STRATEGY
The growth model of multinational companies has been behind innovation. It has been reasonably successful to differentiate from retailer brands, but it has also resulted in an increase in the number of SKUs and business fragmentation. This makes it challenging for organizations to keep economies of scale and communicate a single-minded brand promise.
For existing business, we have the capacity to run TURF and choice-based conjoint analysis.
In addition, we use an econometric model to measure the business impact of different marketing decisions as well as the potential of innovation to deliver incremental business. This helps make strategic choices on line-up, innovation and support model for the business.
Our tools are helpful to make resource allocation decisions across marketing mix, existing line-up pillars, new products and/or R&D priorities, enabling better innovation and financial planning.
Regardless of their respective category, all brands compete for attention in a cluttered media landscape; functional and category-related arguments are not sufficient to stand-out. fMRI neuro-imagery has showed that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).
Strong brands stand for something and touch higher order values to be salient in consumers’ mind.
We can help define a compelling value proposition that engages consumers emotionally, using a variety of creative and quantitative tools.
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