A major fast-food chain faced a critical decision about changing their beverage supplier. A challenger supplier was offering them a deal to switch. Their traditional research showed customers cared about drink choice – but by how much? Using choice modeling, we uncovered that changing suppliers would cost them $0.25 per meal in value – significantly … Better decisions by design
In brand reputation management, strength isn’t just about visibility – it’s about resilience. When a single tweet can spark a reputational wildfire, proactive brand management has never been more critical. And while reputation building and risk management are two sides of the same coin, many focus solely on the former. But true brand resilience lies … Building a resilient brand
Customer segmentations are underutilized. They typically inform marketing and product decisions, and only marketing and product decisions. This approach can be very successful, but it only touches the surface of what a segmentation is able to do. We recently worked with a B2B telecommunications client eager to leverage segmentation to not only inform marketing and … Successful B2B segmentation