We do the stuff marketers are good at.

 

What's the path to higher impact? Should we focus on increasing our customer base, or increasing purchase frequency? Which end-users matter most? What's most important to know about those users? What's preventing them from engaging with us? What tools should we deploy to influence user behavior? What's the role of brand? We apply evidenced marketing methodologies that help organizations better influence and impact end-users. We call it the science of selling.


 
 
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PROBE

RESEARCH
A prerequisite to better serving people is better understanding them. We design and deploy research from broad quantitative to deep qualitative methods, equipping ourselves with information to diagnose issues and deepen empathy with end-users.

A daily journal exercise to gather quantitative information on user consumption behaviors.

A daily journal exercise to gather quantitative information on user consumption behaviors.

EXAMPLE
We designed quantitative research tools to better understand food consumption patterns among pregnant Indian women. The findings are informing the development of MamaBix, an iron-fortified biscuit targeting mothers at risk of iron deficiencies. Further research assistance, such as with creative concept evaluations, are aiding specific marketing challenges, such as packaging design. 
 

 

 

 
 

PATH

STRATEGY
Research findings drive the formulation of smart strategies. Whether it’s using segmentation models to detangle audiences and focus targeting, or mapping customer journeys to pinpoint engagement opportunities, we design strategic solutions based on evidenced insights.

Mapping marketing opportunities against user behaviors as a strategy development exercise. 

Mapping marketing opportunities against user behaviors as a strategy development exercise. 

EXAMPLE 
We developed a user acquisition strategy and implementation plan for OkCopay, an online platform making routine medical procedure pricing more transparent for under- and uninsured Americans. The strategy guided the deployment of certain marketing activities and tools in service of first-time site visits as the platform expands across the U.S.  
 

 

 

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PRODUCE

CREATIVE
A strategy is worthwhile insofar as we can do something useful with it. We concept, design and prototype creative ideas - ideas responsive to research and inspired by strategy. These are our in-market tools to crack the challenges at hand.

Developing the prototype of a trial usage reward item for prospect toilet customers.

EXAMPLE
Following both quantitative analysis and immersive in-field research exercises, we concepted, designed and prototyped a series of creative ideas in a Nairobi slum to increase uptake of clean toilet use among community residents.

 

 

We left the workshop physically exhausted and absolutely energized by the thought that we could turn these great ideas into a hard-hitting brand that changed lives. I’m not sure what was more valuable: the process itself, the brand book with marketing guidelines, or the relationships we formed with industry-leading professionals.
— T. Morgan Dixon, Co-Founder & CEO, GirlTrek