Bringing a Segmentation to Life with AI The Opportunity The market for continuous glucose monitors (CGMs) was evolving fast. Once used mostly by insulin-dependent diabetics, CGMs were gaining traction in the mainstream—driven by influencers and the “quantified self” movement. Dexcom aimed to lead this shift with Stelo, a prescription-free CGM. Designed for adults with type…
Re-engineered Ad testing with Qual-at-MASSIVE-Scale The Opportunity Microsoft’s CoPilot marketing team was in overdrive creating digital ads for its big push. At the same time, consumer attitudes toward AI were in constant flux. Quant scorecards couldn’t tell why ads were working or not working, and qual didn’t provide enough scale. They needed a new approach.…
Transforming Google’s Global Paid Media Campaigns The Opportunity Google Workspace needed campaigns that resonated more deeply with small businesses. Previously, ads were tested in the U.S., translated, and pushed to 120+ markets. The approach was efficient but uneven, and the team saw that true localization was required. Our Approach Partnering with Vital Findings, Google studied…
Redesigning Mutual of Omaha’s Employee Benefits Implementation Process The Opportunity In the world of employee benefits, the moment of sale is only the beginning. The real test comes during implementation: how the employer and their employees are onboarded, how billing is set up, and how support is delivered. Mutual of Omaha wanted to design a…
Empowering Beauty: Learning from the LatinX Way Univision, a leader in LatinX consumers across various categories, sought to deepen its understanding of the LatinX beauty consumer. The goal was to uncover how LatinX women approach beauty regimens and buying decisions, and how these behaviors differ from non-LatinX women. Univision needed a strategic partner to design…
Bridging the Gap: Financial Security for Young Adults The Principal Foundation works in the community to help disadvantaged individuals achieve financial security. In a post-pandemic world, they identified an information gap around the specific financial headwinds faced by 15 to 36-year-olds, particularly those from low- to moderate-income backgrounds. The Foundation needed data to highlight these…
Brand Hydration: Communications Strategy An iconic sports nutrition brand and their agency were building a communications strategy for the 2025 season. Although the brand had helped build and define the category over many years, it was now facing an ever changing set of aggressive competitors including energy, isotonic, and complex adaptogen drinks. The brand could…
Effortless Evolution: Transforming Brand Tracking Measuring and monitoring brand impact has become increasingly complex, a challenge that traditional tracking programs often fail to address. This was the issue for a leading financial services brand who relied on a syndicated tracking service. As their business grew, they needed more targeted and actionable data integrated into their…
Innovation to tackle the Diabetes Epidemic Type 2 Diabetes is a chronic and increasingly widespread condition. While there is no cure, it can be managed – and giving patients accurate and timely information about their glucose levels is critical to a successful outcome. A large medtech company had designed an innovative new product to make…
Moving Above the Fashion Cycle: Exploring Brand Influence For apparel and lifestyle brands, the curse of the category is how rapidly brands move in and out of fashion. In order to get above this cycle, a premium footwear and apparel brand identified the need to look beyond immediate retail trends and to explore the wider…
Running Faster: Insights to power a challenger brand A once little-known athletic footwear brand was beginning to challenge two category giants. To succeed in this environment, there was a need to precisely define an expanded customer target across global markets, while not alienating their core audience. The brand sought a strategic and agile partner to…
The Human Dynamics of B2B Decision Making While organizations aspire to operate with objective, data-based processes, the reality is that many complex human and subjective factors are involved in most business decisions. This is an area where stated intentions often diverge from actual behavior – and it’s a place where insight and context is critical.…
