Innovation & Brand Strategy

This approach measures traditional segmentation factors (so feels familiar), then super-charges with proprietary psychological profiling of each segment. So we eliminate the pitfalls of traditional segmentation: the long timelines, exorbitant budgets, vague guidance, and poor actionability.

So, if you DON’T have an existing segmentation, no problem. Our profiling will give you everything you need to target your ideal consumers, and drive purchase behavior.

If you DO have an existing segmentation, also no problem. We realize no one needs yet another segmentation construct to try to wrangle. Our profiling will complement your existing segments – not replace them or add noise – to enable clear actionability to drive real-life behavior. We can integrate your existing segmentation with our data, if desired, through either incorporation of your typing tool into our measure, or simply incorporating proxy questions (which is usually sufficient to lash-up with your existing segmentation).

In short, we create data-backed maps of the marketplace that clearly visualize where your portfolio, and competitors, currently cluster in consumers’ minds – and where the proverbial white space exists. Once we’ve identified the strategic territories ripe for innovation, our psychology know-how (housed in our proprietary Decision-Triggers Playbook) guides tangible routes forward to create new experiences that will stand out in the marketplace, and solve problems consumers didn’t even know they had

We’re able to measure deep decision-making factors at a quantitative scale, thanks to our proprietary measure. We also leverage our database to amplify data learnings based on established norms.

This empowers us to get a deep diagnostic of the WHY’s behind consumer behavior – better than traditional qualitative techniques. It also means we can measure these factors at scale. So, we typically use gen-pop samples in the 750 – 2,000+ respondents range. We carefully control for representative consumer samples, so we do not maintain a static panel. Our neuroscience team is borderline maniacal on our quality assurance, and our measure incorporates a number of advanced QA measures.

Many teams are using the familiar construct of usage occasions. After all, it makes intuitive sense to assess consumer behavior, and map potential replacement products based on when, where, and with whom a category is consumed.

However, many still struggle with the WHY. We regularly apply our data insights to complement, clarify, and elevate occasions and demand spaces. So we don’t throw-the-baby-out-with-the-bathwater, but rather activate and refine more conventional demand space / occasion-based constructs to reveal fresh paths forward.

Yes. We’re uncovering human truths, so our data works across borders. Our core measures are programmed in virtually every language, and we regularly conduct this measure in dozens of countries.