The expertise we bring

​Category Entry Points are the motivations, triggers, and occasions that drive consumers to consider purchasing from a particular category. We help our clients understand the why, when, how, where, with whom and while of consumption moments.

With more brands, product launches, and customer touchpoints than ever, the competition for market share is fierce. We create shopper and product segmentation platforms to help leadership teams decide where focus investments and identify opportunities for growth.

Product Feature Utility Indices measure the importance and effectiveness of different product attributes in influencing consumer choice. From size and shape to formulation and form, these indices help brands understand which product elements drive preference and purchase decisions. We use data-driven insights, including conjoint analysis, to optimize product strategies, ensuring they align with consumer needs and enhance brand appeal.

By analyzing key brand associations, mental availability, and emotional connections, we help businesses stay relevant and elevate the likelihood that shoppers choose our products. We measure brand equity using  structural equation modeling, brand tracking surveys, and sentiment analysis. Brand distinctiveness – the immediate consumer recognition – is measured by comparing visual and verbal cues, helping companies stand out in the minds of consumers.

Shopper decision trees map and rank shopper’s decision criteria when selecting products within a category. Understanding these decision hierarchies helps brands optimize product positioning, pricing, spot white spaces and optimize merchandising strategies. We assist businesses in building and decoding shopper decision trees to enhance category navigation, improve shelf layouts, and influence purchasing behavior effectively.

Touchpoint analysis helps businesses understand how and where consumers engage, revealing which interactions drive awareness, consideration, and conversion. We measure this impact using attribution modeling, sequence analysis, and sentiment data, quantifying each channel’s effectiveness. This enables companies to refine their strategies and optimize the shopper journey.

We leverage choice modeling, demand elasticity analysis, and clustering to quantify how demand shifts between brands, products, or categories. It will allow us to quantify the true incremental value of each product in each retailer or channel. Our analytics tool with optimization feature will help our clients building asortments that optimize for revenue and profit, and reduce costs through rationalization.

Switching matrices are powerful tools for mapping consumer movements across categories, brands, and products. Our solutions identify key switching triggers—such as price shifts, assortment adjustments, and promotions—across brands. By understanding these dynamics, we enable our clients to optimize pricing strategies, product offerings, and customer retention.

We apply cutting edge clustering techniques to group brands and items based on consumer behavior, purchasing patterns, and product attributes. This enables manufacturers and retailers to optimize assortment strategies, streamline category management, and enhance pricing and promotion effectiveness.

We help brands separate organic sales from the impact of price promotions to pinpoint what truly drives growth. By measuring uplift, pantry loading and category expansion dynamics we uncover the real return on investments. This allows our clients to fine-tune their strategies, allocate budgets more effectively, and maximize long-term profit and profitability.

We apply supervised and unsupverised machine learning algorithms to measure how different promotional features — like tactics, mechanics, frequency, duration, time of year, and discount depth — affect consumer demand. By quantifying the elasticities across customers we are able to generate detailed price promotion guidelines which maximize return on investment.

Price promotions tend to serve the needs of retailers, but true success lies in balancing the needs of both manufacturers and retailers. Our advanced optimization algorithms help clients move beyond short-term discounts, creating value-driven promotions which serve brand jobs to be done.