New product concept testing : Windows Starter Edition Launch in Emerging Markets (partner, Harrison Group)
- Concept test, target profile identification, purchase intent, market opportunity analysis and volumetric forecasting
- Qualitative, Quantitative and In-Home PC studies in the U.S., Thailand, Malaysia and India
Value proposition and Segmentation: Windows Genuine Advantage program for Microsoft (partners: Penn Schoen and Berland, Synovate)
- Testing and development of value proposition to encourage consumers to buy genuine Windows over counterfeit software in emerging and developed markets (U.S., U.K., Russia, Mexico, Malaysia)
- Piracy segmentation, persona development, effectiveness of messaging and tactics by segment
- Measuring the impact of anti-piracy initiatives: brand loyalty and customer satisfaction – quantitative study in 8 languages
Brand Development: Smilebox.com launch
- Development and testing of value proposition, target definition, pricing and business model options
- Development and testing of brand name and messaging
Brand Strategy: Cranium Inc.
- Advertising effectiveness evaluation of delivery of Cranium positioning, relevance and importance of each brand element
- Packaging effectiveness
Target segmentation: The Worth-Harrison Taylor Study on the Status of Wealth in America
- In-depth interviews with affluent consumers in the top 0.5% of net worth in the U.S. (individuals with a liquid net worth >$5 million)
- Attitudes, behaviors and motivation with respect to business, family and personal life