We combine world-class research and analytic expertise with battle-tested brand and marketing strategy capabilities. We have built a new model for clients that offers more than what research firms and strategy firms independently offer now, providing big ideas grounded in rigorous data.

Brand Equity Tracking

Tracking brand performance is paramount to understand market impact. Through a nimble platform to measure your performance, HSG provides a snapshot of brand effectiveness and a plan for what to do next.

By monitoring KPIs, HSG is focused on understanding what drives business impact and how it aligns with your internal strategy. Through a real-time dashboard, you can always keep your finger on the pulse of the market, and understand where to grow.

Market Segmentation

A successful segmentation highlights your most valuable customers, re-imagines how you can transform your brand to cater to them, and provides an easy way to find them.

By starting with this end in mind, HSG crafts an effective segmentation leveraging best-in-class analytics and strategy, and puts together a simple, visually compelling story that can be shared throughout all levels of the organization.

Market Attitude & Usage

If you’re curious about the state of the market today, there’s no better way to get a holistic view than a Market Attitude & Usage study.  At HSG, we focus on who comprises the market, their key purchasing behaviors, their rationale for buying, the latent attitudes that exist within the market, and unmet needs which can uncover whitespace opportunities.

With this comprehensive understanding, marketers are armed with the insight needed to craft innovative products and messages that can turn the category on its side.

Brand & Market Tradeoffs

Consumers make choices everyday.  By focusing on the latent drivers of choice, we get a much clearer lens on “real world” decision making. Leveraging MaxDiff and a variety of Conjoint methodologies (CBC, ACBC), we explore simulated scenarios that encompass all the key factors of consumer choice.

By knowing what matters and what doesn’t, marketers can optimize SKU offerings, packaging, and brand appeal.

Market Mix Modeling

Market mix modeling solves the question of how your overall marketing works, in accordance with your brand and pricing activity.

Leveraging advanced modeling techniques, we identify the strengths and weaknesses of your marketing activity, including traditional and digital, alongside pricing, promotion, and industry dynamics, so you can understand where you’re getting more bang for your buck, and re-design a more efficient marketing plan.

Ad & Copy Testing

A bad advertisement not only wastes money, it erodes your brand. By testing your ads before they hit digital or traditional channels, you can ensure that what you’re putting in front of consumers resonates, reinforces your equity, and makes them want to buy.

Even with a limited budget, ad testing is one of the best bangs for your buck, and provides insight on making the best use of your marketing budget.

Local Impact Testing

For traditional media, a nationwide ad rollout can be costly.  At HSG, we focus on testing the efficacy of localized adverting (commonly through Radio, Out of Home, or targeted Digital).

Through a pre-test / post-test methodology, we find individuals in your market of interest and identify the key funnel metric and brand equity shifts that are the result of specific advertising.

With this data, it can build the case for a national rollout or allow you to abandon campaigns that do not excite consumers.

Multi-Channel Attribution

As digital marketing continues to evolve, it becomes more critical to understand the role of each channel and website. Consumers may interact with paid, owned and earned media, across a variety of devices before interacting with your brand. To optimize your mix, you must understand how each channel impacts the funnel, and the ROI.

HSG integrates MMM with Multi-Touch Attribution to understand cross-channel spend allocation and provide a holistic recommendation for channel spend.

Consumer Journey

Understanding the funnel is critical, but it’s a journey map fully-equipped with customer data by touchpoint, behavioral stages, and sentiment that will eliminate the guesswork with what motivates customers to grow with your brand. Instead, uncover exact moments that help customers succeed, and allocate your efforts to encourage more of them.

Concept Testing

We use concept testing to explore how consumers will react in-market, without the need for a national rollout.  Used effectively, concept testing can provide a clearer vision of the consumer proposition, understand the reasons to believe, and isolate specific benefits and drawbacks of the product.  This allows for optimization prior to full launch, and can help you have a successful product in market from day one.

Product Architecture

As you roll out new products, a cluttered ecosystem can lead to cannibalized sales.  Through a series of tradeoffs and brand affiliation, we create product architectures and market maps that allow for each product to stand on its own, while sitting under a brand halo that maximizes sales.

WANT TO CHAT?

We’d love to talk about what’s on your horizon.