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Solid, strategic research is the foundation for creating an effective marketing strategy and plan for a product category. The planning process involves laying out a situational assessment, developing brand architecture, and mapping a growth plan. Peel’s Awareness & Usage (A&U) approach incorporates a brand health assessment, category purchase drivers using derived importance, category usage, and strengths and weaknesses of the major brands. Insights from these studies allow brand managers to identify key growth opportunities and lay out the framework for their long term strategies.

• Situation Assessment
• Research Planning

Consumers often buy brands, not products. Building a strong brand is paramount to driving consumer preference, standing out from the competition, and developing healthy margins. Peel has assisted in rebranding dozens of brands and has the research techniques and expertise to guide these efforts.

• Brand Awareness and Health
• Strengths, Weakness, Gaps to Competition
• Positioning Opportunities

Marketers are continually trying to innovate their products and renovate their brands. The objective could be simply to improve margins but often is to offer consumers better value through an improved product or service proposition. The decision for the product or service change typically hinges upon the net benefit to the brand in terms of incremental volume or profit lift and cost of the innovation. Or, in the case of a cost reduction initiative, an assessment of whether the revised product maintains consumer preference. Whatever your specific product optimization initiative is, Peel has the experience to help you along the way.

• Innovation
• User Satisfaction and NPS
• Pricing Optimization
• Product Testing