Strategy Development Process

Although our market research methodologies are powerful on their own, many clients retain us to help develop a campaign from start to finish – whether a political campaign, corporate positioning or branding effort, advertising campaign, product launch, or public affairs or corporate social responsibility initiative.  For those market research consulting engagements, we have a structured process:

1. Discovery and Ignition Session – to set expectations and objectives, and gather relevant background information to inform formulation of the qualitative work.
   
   
2. Qualitative (usually Jury Groups) – to understand the drivers of loyalty and preference, and create a rich set of inputs for the quantitative phase.
   
   
3. Qualitative Read-out and Message Brainstorming – to use the jury group and discovery insights to understand the competition’s best arguments, and create our own best possible marketing messages.
   
   
4. Quantitative Message War Gaming – to determine which marketing messages are the strongest building blocks for winning image, equity, and market share.
   
   
5. War Room Session – to read out the quantitative results and game out different possible strategic approaches.
   
   
6. Concept Combat Testing – to determine quantitatively, with qualitative nuance, which strategic approach is the most effective.
   
   
7. Execution Combat Testing – to determine, once executions are developed, which is most effective, with which audiences.
   
   
8. Dynamic Tracking – to monitor implementation and ensure that changes are made as needed to keep winning.

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