Unlock the Potential of your brand with custom research-backed initiatives

• Elevate your understanding of your addressable market with a mutually-exclusive and collectively-exhaustive (MECE) segmentation framework
• Identify specific target group(s) that show the highest potential for growth – profiling their underlying attitudes, behaviors, needs, category perceptions, brand usage, motivations, wishes, and more – getting a full, rich picture of who they are
• While there are many ways to segment audiences, our approach is much more sophisticated, iterative, analytical, and actionable than other firms – having been trained by the founders of Personality-Based Segmentation from McKinsey

• Determine the most compelling and differentiated way to communicate your brand with words and visuals – what does it stand for?
• Building off of your ideas and adding our creative ideation process, we develop a range of comprehensive positioning concepts – each includes a Headline, Insight/Hook, Benefit/Promise, and Proof Points/Reasons-To-Believe (RTBs)
• Unlike other firms, we iterate on messaging elements throughout the research, pausing to optimize and build based off of clear patterns in our learning

• Break through the glass ceiling of internal and agency bias to gain an objective perspective of how current comms are perceived by your target customers
• Evaluate the appeal and impact of specific ads, talk tracks, website, brochures, retail signage, etc. – to ensure each is tailored appropriately, ladders up to your overarching brand positioning, and resonates with your target audience
• Pressure test specific elements – whether just an initial idea or a fully-executed ad – in a truly neutral capacity, to understand what’s working and what’s not

• Develop entirely new products, enter new categories, create new features or services, ideate next generation versions of existing products
• Transport your business into the digital era and strengthen its digital user interface, creating and optimizing brand experiences via customer-facing websites, apps, and other digital channels
• Ground innovation in foundational customer-insights and user needs, to ensure resources are prioritized appropriately and set on the correct course from day one

• Leverage a full suite of qualitative and quantitative research methodologies to solve unique challenges and answer important questions about your customers
• Develop a comprehensive, holistic understanding of current, prospective and competitive customers – all of whom may have different points of view
• Seek out new opportunities to deepen your connection with target customers and ultimately grow your brand

• Gain expertise on your category and competition, digging deep to understand not just volume and market-share data, but also perceptions and biases
• Understand the “universal truths”, “jobs to be done”, “core insights”, and generally the most important dynamics at play given your specific situation
• Capture both recent patterns as well as emerging trends in order to best set up your brand/product for success

For companies that have many different brands and/or product lines

• Re-organize the various components of your portfolio to be more coherent, appealing, and easier to navigate
• Test different potential organizational structures – with different categories, hierarchies, and brand strategies – to see what resonates best with customers
• Increase click-through and purchase rates by understanding your target’s preferred approach to assessing your category and brand

• Unpack the specific phases of how customers engage with your category and brand – from awareness to consideration to purchase and usage
• Map out how customers perform research, key influences and media channels, online vs. in-person considerations, typical timing of different steps, key purchase drivers, and the most important factors in their final brand and product decision
• Identify critical impact points along the journey and the highest opportunity levers for your brand to pull at different phases

• Identify customer reactions and perceptions to different cost scenarios to determine optimal pricing for either an individual product or full portfolio
• Lay out competitive scenarios including your product(s) to see how changing prices would impact customer choice
• Surowicz Consulting approaches pricing studies with different methodologies depending on the specific objectives – ranging from qualitative deep dives to straightforward quantitative studies to full conjoint analyses

• Measure classic brand funnel metrics on a continual basis (quarterly, biannually, annually)
• Summarize brand performance such as awareness, consideration, likelihood to buy/use, purchase/penetration rate, loyalty, favorite brand, core perceptions, etc. – for your brand plus a range of top competitors – over time
• Highlight important shifts in a timely fashion so you can quickly and strategically react to category and competitive changes