Management Sciences Group
Our Insight Products
“If you can’t measure it, you can’t manage it”. MSG offers products and toolkits for performance measurement, gaining insight, facilitating workshops and developing strategy. Our products cover the needs of our clients in areas such as category, brand, consumer, shopper, channel, customer, and supply chain.
Brand audit and blueprint development
Answers the important questions facing marketers about their brands: How effective are our branding efforts? Do our media and communication efforts engage and persuade the consumer? How well do we compete at the points of awareness, purchase and consumption? Do we know what the sources of our competitiveness and brand equity are? Are we maintaining the relevance of the brand and building momentum for growth?
Shopper insights for winning shopper marketing
Deep understanding of shopper profiles, shopper behavior and the underlying shopper missions, choice drivers and decision processes.
Examining the pre-purchase, in-purchase and post-purchase behavior and processes of the shopper.
Establishing the experiential triggers to maximize competitiveness at the point of purchase.
Insights for a winning customer strategy
Achieving competitive advantage in customer strategy and management:
Customer value analysis and identification of the sources of value- growth potential as well as the sources of value destruction.
Crafting a differentiated position in customer experience
Deploying the brand core values in customer relationships
Engagement with customers that pays off with real commercial benefits
Metrics for winning point-of-purchase execution
Tracking the competitiveness and effectiveness of executional activity at the point of purchase:
Optimal range analysis
Distribution and coverage
Effectiveness of display and position
Inventory planning and out-of-stocks
Adherence to planograms and stock models
Pricing and list-price adherence
Presence and quality of promotions and POS materials
The Who? What? When? Where? Why? …of consumption
Tracking category and brand consumption and the underlying drives and triggers that influence choices:
Who … consumer demographics, attitudes, values and culture
What … consumer preferences and perceptions about the product
When … consumer goals and actions involving time, place, occasions
Where … consumption circumstances, location and movements
Why … consumer needs, wants, motives and drives
Blueprint for product growth
GrowthAnalyzer is a system for identifying growth opportunities and developing strategies in the totality of the marketing and go-to-market functions. It is an evidence-based toolkit and insight process that combines with workshops, to develop strategies and plans to transform your business, your categories and your brands. The system brings together analysis across category, brand, consumer, shopper, channel and customer.
Tools and analytics for winning go-to-market strategy
Performance analytics and opportunity discovery for creating and executing go-to-market strategy:
Universe sizes and distribution potential
Channel architecture
Product flow-to-market modeling
Competitiveness of coverage and logistics
Distributor assessment
Inventory optimization
Channel and touch-point strategy
Testing commercials for comprehension, credibility and likeability
ACCLAIM stands for Attention, Comprehension, Connection, Linkage, Acceptance, Interest, Motivation. ACCLAIM combines traditional testing methodologies with our custom advertising analytics, to produce an ad-test methodology that allows you to hit the 'bulls-eye' in audience connection and communication effectiveness - on the rational, emotional and experiential levels. Our communication checking service is designed for testing commercials in TV, radio, print, digital, cinema and outdoor.
Testing products for performance and quality
Sensory testing and the development of organoleptic measurement models for FMCG products. Our approaches cover central venue testing, in-home placements and mobile testing stations. We believe that quality and performance are a critical foundation for the brand promise. A brand must live up to its claim, if it is to succeed.
A comprehensive array of tools and techniques are available, for productive insight into consumers’ judgments concerning the quality and performance of the product.
Consumer and shopper "deep-dives"
We offer the full range of qualitative research methodologies: focus groups, personal depth interviews, consumer immersions, accompanied shopping, and others.
We are able to deploy all techniques necessary for deep insight into consumer and shopper psychologies and behaviour - ethnographic methods, semiotics, metaphor elicitation, gestalt-based techniques and many others.