Consumer Goods





















The challenge for successful go-to-market strategies for consumer products goes far beyond targeting and positioning. They must also consider the crucial ‘moment of truth’ sales activation that happens in-store to convert the positive purchase intent built prior to the point-of-purchase into an actual purchase, leading to repeat purchases, loyalty, and finally advocacy.  We go the extra mile with operational marketing to help our clients become category captains for the retail chain with brand strategy and customer targeting aligned through the sales team to tie into the retailer’s objectives.

Our Human Centric Segmentation and Targeting model enables our clients to see the world beyond their own category to develop new product extensions and packaging that better fit the customer’s life from both a functional and emotional point of view.

Case study

Food Services


With nearly 20 years of experience in the Quick Service Restaurant (QSR) sector, we’ve been through it all. We were with Pizza Hut and Starbucks as they rolled into emerging markets. We’ve revitalized brands that have existed for years.  And we’ve also  been there as QSRs sought to transform their market strategies in the recent COVID crisis.  Effective QSR marketing strategies require not just an understanding of the customer’s needs, but also an appreciation of the critical role of employees in building check size, attracting new customers, and then bringing them back again and again.

retail

We learned our ABCs (Attract, Bring Back, and Check Size) of retail marketing with leading chains such as IKEA, opening new stores in emerging markets, and helping strong local market grocery retailers such as Continente (Portugal) and Carrefour (France) revitalize existing markets through greater customer relevance. We understand how frequency programs can be used to not only increase customer loyalty but also leverage important customer relationships into online activation.

Case study

Pharma

We have a long history of working with pharma leaders such as Pfizer, Sanofi, and Bayer in new and existing markets both with over-the-counter (OTC) and prescription products. 

Our Human Centric Segmentation and Targeting method not only addresses the customer’s needs – both functionally and emotionally – but also other caregivers and the important role they play in the customer’s life.

 We also took our human perspective to develop a doctor segmentation model that enables the sales force to focus their initial efforts where it matters the most: getting early trial and adoption of new prescription products.

Case study

The human side of B2B marketing

The human side of B2B marketing

Even small can be big Many start-ups today find themselves doing battle in a field of giants. This is especially true in the medical device industry, an industry...

Banking, Insurance, Financial services


The challenge we experience in this sector is how to leverage frontline people in the branch, the agency, or out in the field to understand the needs of a wide range of different customer lifestyle segments (Human Centric Segmentation) and then to match their functional and emotional needs with an ever wider range of products and services. We can help you develop tools and apps  to get a much richer understanding of potential customer needs and then activate that knowledge of the frontline, turning it into step-by-step product communications tools and messaging tailored to specific needs to move your customer from consideration to closing the sale.

Case study

Telco


Our broad range of experiences in financial services has had a major impact on our Telco work, too.  Phones and service plans are major investments for most customers.  Our Human Centric Segmentation and Targeting method allows you to fine tune your product offering so that your customer appreciates that they are only paying for the products and services they need based on the unique lives they lead.  Our retail experience has taught us how to take those insights into customer lifestyle needs and use them to develop tools and apps for the frontline salespeople to ensure they sell products and services that are meaningful, deliverable, and defendable.

Destination and turism

We’ve worked with resorts, cities, and countries to link the unique features and benefits of their destination with the functional and emotional needs of high-value tourism customers.  Our proprietary mapping model not only links vacation experiences with specific customer lifestyle segments (Human Centric Segmentation and Targeting) but also identifies the influencers that go beyond targeting earlier adopters to trigger wider appeal.

Case study

Consumer goods

















The challenge for successful go-to-market strategies for consumer products goes far beyond targeting and positioning. They must also consider the crucial ‘moment of truth’ sales activation that happens in-store to convert the positive purchase intent built prior to the point-of-purchase into an actual purchase, leading to repeat purchases, loyalty, and finally advocacy.  We go the extra mile with operational marketing to help our clients become category captains for the retail chain with brand strategy and customer targeting aligned through the sales team to tie into the retailer’s objectives.

Our Human Centric Segmentation and Targeting model enables our clients to see the world beyond their own category to develop new product extensions and packaging that better fit the customer’s life from both a functional and emotional point of view.

Case study

Food Services


With nearly 20 years of experience in the Quick Service Restaurant (QSR) sector, we’ve been through it all.

We were with Pizza Hut and Starbucks as they rolled into emerging markets. We’ve revitalized brands that have existed for years. 

And we’ve also  been there as QSRs sought to transform their market strategies in the recent COVID crisis.  Effective QSR marketing strategies require not just an understanding of the customer’s needs, but also an appreciation of the critical role of employees in building check size, attracting new customers, and then bringing them back again and again.

Retail

We learned our ABCs (Attract, Bring Back, and Check Size) of retail marketing with leading chains such as IKEA, opening new stores in emerging markets, and helping strong local market grocery retailers such as Continente (Portugal) and Carrefour (France) revitalize existing markets through greater customer relevance. We understand how frequency programs can be used to not only increase customer loyalty but also leverage important customer relationships into online activation.

Case study

Pharma

We have a long history of working with pharma leaders such as Pfizer, Sanofi, and Bayer in new and existing markets both with over-the-counter (OTC) and prescription products. 

Our Human Centric Segmentation and Targeting method not only addresses the customer’s needs – both functionally and emotionally – but also other caregivers and the important role they play in the customer’s life.

 We also took our human perspective to develop a doctor segmentation model that enables the sales force to focus their initial efforts where it matters the most: getting early trial and adoption of new prescription products.

Case study

The human side of B2B marketing

The human side of B2B marketing

Even small can be big Many start-ups today find themselves doing battle in a field of giants. This is especially true in the medical device industry, an industry...

Banking, Insurance, Financial services


The challenge we experience in this sector is how to leverage frontline people in the branch, the agency, or out in the field to understand the needs of a wide range of different customer lifestyle segments (Human Centric Segmentation) and then to match their functional and emotional needs with an ever wider range of products and services. We can help you develop tools and apps  to get a much richer understanding of potential customer needs and then activate that knowledge of the frontline, turning it into step-by-step product communications tools and messaging tailored to specific needs to move your customer from consideration to closing the sale.

Case study

Telco


Our broad range of experiences in financial services has had a major impact on our Telco work, too.  Phones and service plans are major investments for most customers.  Our Human Centric Segmentation and Targeting method allows you to fine tune your product offering so that your customer appreciates that they are only paying for the products and services they need based on the unique lives they lead.  Our retail experience has taught us how to take those insights into customer lifestyle needs and use them to develop tools and apps for the frontline salespeople to ensure they sell products and services that are meaningful, deliverable, and defendable.

Destination and turism

We’ve worked with resorts, cities, and countries to link the unique features and benefits of their destination with the functional and emotional needs of high-value tourism customers.  Our proprietary mapping model not only links vacation experiences with specific customer lifestyle segments (Human Centric Segmentation and Targeting) but also identifies the influencers that go beyond targeting earlier adopters to trigger wider appeal.

Case study