Deeper Strategy Insight to Solve Key Brand and Company Challenges

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.

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, 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.

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 consumer needs, attitudes, habits, pain points, 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…?