Some of My Work
Direct-to-Consumer
Problem: A recently acquired a DTC aligner company commissioned us to help them define a differentiated strategic territory to enable continued growth.
Research Solution: We conducted a broad scale category audit and led a series of internal company interviews which identified 4 potential strategic territories. We then conducted qualitative analysis to deepen the understanding of how the territories resonated with key consumer groups. Finally, we ran a rich quantitative analysis which solidified the winning territory. We also provided a segmentation and typing tool which enabled audience prioritization & growth profiling based on key segment needs.
Services Provided:
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Quantitative Research including Segmentation and Custom Audience Prioritization Model
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Audits (Competitive, Communications, Culture)
Business Win: Brand book that enabled a strategic shift into a totally new category of wellness.
Financial Services
Problem: A global financial institution was looking to make a large scale strategic shift from insurance only into a broader financial services offering and needed help setting a 5 year marketing investment plan to make it happen.
Research Solution: We conducted an intensive marketing investment analysis that triangulated multiple data sets and recommended a 5 year spending plan / competitive territory plan including an approach to audience expansion.
Services Provided:
Business Win: The CMO had a compelling data story to sell in incremental marketing investment needs to the C suite.
Venture Capital
Problem: A venture capital brand needed strategic direction in managing two competing brands.
Research Solution: We conducted a massive competitive landscape (75+ competitors) to inform how the category was approaching similar problems. We then performed a robust messaging and architecture audit to identify unique language opportunities to their communications strategy and general thesis.
Services Provided:
Business Win: We provided a POV on how to collapse the brands together and differentiate language and thesis in their competitive market.
