StrataSynthesis™ is our comprehensive inventory of facts and observations about a company’s brand and the dynamics of the marketplaces, utilizing multiple information sources. It can include an in-depth review of secondary data, including both information in the public domain and proprietary marketing research reports, to better understand current brand and category usage, brand image, market trends and category dynamics.
We also conduct face-to-face discussions, teleconferences and/or electronic communication with key internal and external stakeholders - client personnel, retailers, ad agencies, PR firms and/or promotion companies - to explore current thinking about the direction of the brand and category.
The goal is to document current intelligence about the brand and the market context, and to consolidate it at one source. Fact-based and emotion-based hypotheses, insights, anecdotes, and observations are also explored to capture closely-held beliefs about the brand’s developments in the marketplace. The StrataSynthesis™ process results in an array of high-level working hypotheses about the brand, and these can be validated in subsequent research phases.