Brand health monitoring methodology to better manage a 15-country strategic brand rollout for a global FMCG company

Our experts headed 28 separate product studies through a multi-wave brand equity analysis based on complex quantitative primary market research conducted across the major urban centers of Russia and the CIS. The methodology that was developed over the course of 2 years involved re-combination of three standard consumer surveying tools into a single "dash board" style view of the "Brand's Health". Similar in concept to the Millward Brown tool, this methodology represented an advancement over existing approaches. After two years of pilot operations, the model was adopted as the company's "gold standard" for brand performance research.

Inside Russia: the first-ever national household lifestyle survey to analyze the Russian consumer marketplace

Designed following standard lifestyle surveys employed in many developed countries, the challenge was to implement the same type of study with 400 questions across 250 cities and 30,000 households at the same point in time. Utilizing a series of pilot and field force testing, the survey instrument and field force were developed such that a simultaneous snap shot of the 136 million person marketplace could be made to ESOMAR standards. The ensuing data became the foundation of the most insightful and accurate study of the Russian consumer market in existence. The work was widely quoted by industry and news services on a global basis for nearly two years.

Quantitative and qualitative consumer research studies to support brand development and management decisions for FMCG and luxury goods

Market Demand / Market Opportunity Study for the purchase of an international license to open and operate a national chain of consumer goods stores in the Middle East. (Children's toys, Children's entertainment). Primary market research, competitive intelligence gathering, and associated market opportunity consultancy.

Market Demand / Market Opportunity Study to support the acquisition of the license to establish a globally-renowned "family entertainment" resort concept. Primary market research, competitive intelligence gathering, and associated market opportunity consultancy.

B2B Study of Fixed Telecommunications market – Size, usage volume, existing equipment, usage & attitude, investment, purchase intent and associated business interpretation for the members of the Investment Steering Committee.

National assessment of the US Rowing Marketplace – Size, Segmentation, Behaviors, Motivations, Usage & Attitude, Product Penetration, Spending, Purchase intent and associated consultancy with the 20+ syndicated study participants.

B2B Performance Benchmarking / Oil &Gas, Retailing, Banking Services –multiple benchmarking and process improvement programs for leading western and local firms. Primary operations research and associated performance evaluation consultancy.

Market Opportunity Study for the market potential following the acquisition of Flat Glass Production –post-acquisition marketing consultants on an international market demand / market opportunity study for the manufacturing of flat glass in Russia.

Consumer Usage & Attitude / Consumer Lifestyle – Headed analysis of the first national lifestyle survey in Russia. (10,000 households) that became the basis for formulating highly-accurate market demand / market size estimations for more than 50 "blue-chip" companies seeking to enter the market.

Market Demand / Market Opportunity Assessment for 3M's contemplated investment in Occupational health and safety equipment manufacturing. Primary B2B market research, competitive intelligence gathering, and associated market opportunity consultancy.

Market Demand / Market Opportunity Study for the establishment of national distribution network for Ford Motor Cars in Russia. Primary market research, concept testing, competitive intelligence gathering, and associated market opportunity consultancy.

Market Evaluation / Business Case for the creation of a personal cosmetics manufacturing facilities in Egypt and Saudi Arabia (soaps, shampoo, etc.) Primary market research, concept testing, competitive intelligence gathering, and associated market opportunity consultancy.

Interim general management for the master franchise holder of a leading international restaurant franchise in Europe

Hired at the outset by the Master Franchisee, the challenge was to rapidly build out the national franchise operation from scratch. One of our team members became the acting General Manager and lead all development efforts – from site selection and acquisition, through recruitment and sourcing. As one of the first international franchises into the country, our expert was required to pioneer in areas where few had gone before: import duty negotiations, accounting treatment of royalties and training expenses, soft vegetable production, and site ownership complexities.