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INSIGHT SERVICES

Insights and beyond.... Insights should identify opportunities to grow your business. Finding space to grow requires strategy. Our services will yield insights into your markets and customers to help you build the best possible strategy for your business i.e. establish Strategic Advantage; and we will also help you to execute that strategy perfectly i.e. sustain Competitive Advantage.

 

Three waves have occured in using insight as the basis for formulating and executing marketing strategy:

 

1990's - Psychographic approach

2000's - Need states approach

Current - Insights approach

1990's - PSYCHOGRAPHIC APPROACH

 

The focus was on consumer characteristics, behaviors and lifestyles:

 

  • Identify who product users are in terms of their characteristics

  • Find out how / when / where they use the products

  • Design or position offers to match people in their consumption environment

  • Grow value by understanding which people use the product, and how they use it

 

2000's - NEED STATES APPROACH

 

The focus was on consumer needs:

 

  • Identify needs through consumer research

  • Design or position offers to satisfy needs

  • Grow value by understanding why people need the product, and what they want from it

 

Current - INSIGHTS APPROACH

 

The focus is on consumer and shopper psychological processes that underlie consumer choices:

 

  • Identify the processes that consumers use to make product choices

  • Discover how processes are governed by rational and emotional motivations

  • Discover how motivations are influenced by attitudes, values, self-concept, lifestyle, culture, personality

  • Design or position offers that fit the user in a compelling way

  • Grow value by understanding how people think, and why they think this

 “Insight is a cognitive revelation that inspires ideas for verifiable strategic advantage and executable competitive advantage”

 “Strategy is a plan of action designed to achieve an objective”

The diversified INSIGHT and CONSULTING services offered by Management Sciences Group:

 

 

STRATEGY DEVELOPMENT

 

  • Market structure analysis

  • Market segmentation

  • Product portfolio

  • Brand architecture

  • Brand targeting and positioning

  • Go-to-market strategy

  • Channel architecture

  • Category strategy

  • Shopper marketing

  • Strategy diagnostics

 

 

STRATEGY EXECUTION

 

  • Innovation

  • Customer retention

  • Brand Momentum

  • Customer engagement

  • Distribution analytics

  • Sales and field management

  • Salesforce evaluation

  • Point-of-buying execution

  • Pricing analytics

  • Commercial diagnostics

 

 

CUSTOMER STRATEGY

 

  • Service quality management

  • Touch-point evaluation

  • Customer value analysis

  • Customer experience analysis

  • Customer relationship analysis

Insight is the  companion to strategy.

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