Shared Cost to Start, Custom When You Need It
Our model means we never have to start from scratch to answer our members’ questions. The multi-layered knowledge foundation gets them started but when clients need to go beyond our shared-cost resources, we can provide full-service consulting and research
Strategy
Find growth in a growth-constrained consumer economy
Our approach to finding growth is fundamentally about matching growing consumer segments with unmet needs. It all starts with a rigorous market assessment, to understand size-of-prize via organic growth. Next up, identifying unmet needs, evident gaps in the portfolio, and opportunities for activation with under-served consumers. Finally, we help brands position their growth products using our Stretch Strategies framework.
Organization
Transform your company into a Cultural Organization
Clients start with an organizational assessment to understand where their company (including employees in different departments) is on the “Cultural Continuum.” Next, we partner with organizations to develop a phased plan to more effectively take advantage of high-growth segments. We don’t just leave them with a plan—training is one of our specialties, including immersive in-market experiences to rapidly build cultural fluency within teams.
Insights
Go deep with in-culture qualitative research and actionable quantitative research
Our in-culture, bilingual, qualitative moderators bring clients’ brands into consumers’ homes, to their restaurant table, and with them on shopping trips. We create powerful artifacts that last long after the research is completed, bringing the consumer to life across organizations. When it comes time to understand attitudes, usage, or segmentation, our quantitative research team conducts total market quantitative research leading with emerging consumer segmentation.
Execution
See what works from concept testing to execution optimization
We’re not an agency—but we know how to create content and campaigns that hit the mark with emerging consumer segments. Our Cultural Weight framework helps agencies score content before it goes out the door to understand likely Total Market adoption. We test concepts and creative using the right consumer sample—and we know how to do testing to account for unique multicultural and youth complications, such as acquiescence bias.