Online Tools

Online focus groups are conducted among a national sample of target consumers. The advantages of online focus groups include:

• The ability for clients to “observe” and submit questions to the moderator from any location.
• Respondents are from a national, rather than local sample and images and even videos may be visualized on a full screen “whiteboard."
• Online forums allow the client to gain professional insight from a vast array of perspectives in a convenient time and economically efficient manner.

Positioning Builder™  To discover unique benefits that differentiate a brand and create its identity.

1. Intensive research of the product category, competitive analysis, retail assessment and discovery of underdeveloped consumer needs.
2. Pre-research idea generation is aimed at creating potential positioning statements which tie to category-specific benefits and supportive claims.

Concept Builder™  To evolve advertising promises and supportive elements that are persuasive.

• Based on findings from the Positioning Builder focus groups and from idea-generation, we construct concept statements that communicate the essential consumer promises of the brand.

Package Builder™  To construct package designs with impactful graphics and compelling copy.

• Based on the creative strategy emerging from Concept Builder, recommendations will be made for package copy and graphics. We will be interacting with the design team to ensure that graphical production will reflect both consumer and trade/retail considerations. We will prepare creative briefs that will be roadmaps for the creative and package design teams.