case studies

product re-positioning & re-branding

issue:  The sector was experiencing a continuous downward decline in terms of number of customers and revenues, and needed to re-position itself. how: In order to do this we used several approaches: Ideation sessions to assist in the development of new games that would resonate with core and potential players A prediction market (rsgPredict) to […]

emotion and needs targeted marketing

issue: A large pharmaceutical company needed to identify and profile distinct segments within a broad spectrum of physicians to: determine most effective marketing and communication approaches/strategies develop materials and training for pharmaceutical representatives to: enhance understanding of physician segment-specific needs tailor conversations to speak segment’s language identify potential market shifts and white space how the […]

new product launch and sales forecast

issue: A large pharmaceutical company was preparing to launch a new product into the market and needed a month-by-month sales forecast of patients based on two classes of physicians, General Practitioners and Specialists. The forecast had to incorporate 2 possible market positions and the degree of physician awareness of the product. how: This forecasting exercise […]

customer retention and acquisition

issue: How to retain existing customers and attract new ones how: We completed a 5 phase program designed to help senior management find the best retention and acquisition approach that would meet the targets for net new customers. The project consisted of fully understanding the emotional and unconscious needs as well as the rational needs of […]

adding excitement to an iconic brand

issue: How do we take an iconic brand and add back the excitement? how: We conducted a series of consumer mind model labs using rsgPsychoanalytics to understand the unconscious motivations for using the product.  Using a series of picture sorts, stories and in-depth moderating techniques, we uncovered the latent essence of the brand, allowing it to […]

innovative concept testing

issue: A medium-sized packaged goods company had grown tired of seeing the same old thing at focus groups, felt that current concept testing was too expensive, and believed that many of its best ideas were sacrificed to the reality of limited budgets. Concept testing was restrictive because of expensive research techniques and inconclusive results. Consequently, many decisions […]