TRANSCEND

Brand MRI™ goes beyond basic understanding of consumer needs to solve important company strategy questions for your brand. Using creative combinations of techniques and inventive questioning, we customize studies to drive deeper comprehension, insight, and actionability.

STATUS QUO

Many quant firms package their studies into standard buckets (e.g. A&U, Habits & Practices, Concept Tests, Segmentation) rather than starting with a blank slate and the flexibility to customize the solution around the objectives.

Segmentation studies are often so expensive, slow, and over-done, that researchers split hairs past the point of diminishing returns; plus, the process is too expensive to keep up-to-date.

Researchers often don’t leverage existing client research enough, or think deeply enough through the client problem.

APPLICATIONS

100% custom studies, loosely defined within the following areas:

  • Category Exploration
    Understand the landscape, define/assess your strategy, evaluate Insights, compare Equity, and/or uncover Archetypes and Emotions

  • Target Discovery
    Identify the most passionate prospects and how best to aggregate demand

  • Segmentation
    Paint a clearer picture of your category based on needs, attitudes, habits, occasions, etc. – without “over-engineering”—and with a greater focus on actionability

  • Conjoint/Discrete Choice
    Better understand tradeoffs and the mix of variables that will maximize sales

  • Brand Acquisition Evaluation
    Systematically evaluate brand strengths and potential key growth opportunities

  • Tracking
    Monitor consumer reactions over time to assess marketing effectiveness and uncover marketing opportunities

  • Solve This!
    Questions range from how/should the Chicago Cubs change their uniforms and improve the stadium experience to … ?

ADVANTAGES

The best techniques curated specifically for the objectives

Hybrid solutions that creatively combine questions

Researchers who work to think like management consultants

PERFORMANCE

Examples of questions solved:

  • A leading soda company needed to understand why they were losing share and how best to drive growth via innovation and promotion

  • A medical device company in the diabetes space wanted greater clarity of who the best targets were in each segment of the market and how to attract lighter sufferers

  • A computer tablet manufacturer needed to understand the best combination of features (screen size, camera type, battery length, RAM, etc.) and pricing to compete more effectively against iPads

  • A candy brand wanted to understand shopper segments around a key holiday—without the $250k and 6 months for a segmentation study

  • A CPG executive and private equity firm wanted a competitive edge in bidding to acquire a leading brand

  • A national restaurant chain wanted to understand the volume potential of expanding their mass-marketed retail product line, and to use the data to help sell the company at a greater multiple