We offer full-service market research to build brands,
sharpen communications, and target marketing.
We offer our clients custom
research methodology – not
a boilerplate, “one-size-fits-
all” approach – that factors in
their business requirements
as well as the specialized
needs of their customers and
what’s needed to reach them.
We draw upon a variety
of research techniques,
focus groups, in-depth
interviews, and case studies,
as well as programs combining
We have deep experience
across a variety of methods,
giving us the flexibility to
design research around
specific challenges (and
budgets) and to deliver
the level of information
required to address those
needs and challenges.
Do you know what your brand stands for—how customers and prospective customers see and compare it to other leading brands?
Using a variety of research techniques, we interact with members of your target audience to learn how they perceive your brand and what really drives them to choose one brand over another—whether they are making a purchase decision, or those important first steps of visiting your website or picking up the phone.
Brands derive much of their value relative to what other brands offer, so we take a close look at other brands in your industry, identifying where they succeed and where they fall short, and which brands are building momentum and how.
Relevant research techniques may include group or individual interviews if the objective is a first exploration of brand image or brand extension opportunities, or to identify the emotional drivers of brand choice. We also conduct surveys that provide trackable measures of brand stature, which have been used to develop and refine brand strategies, and to measure progress against objectives.
We have helped dozens of leading brands in technology, professional services, finance, healthcare and the arts build systems to actively manage brand growth.
We design (and can assist design of) surveys with well-structured questions that not only provide clear market insights, but also lend themselves to sophisticated analysis. We use the resulting survey data to create mathematical models of market segments, attitudes, and factors driving behavior.
Analytics can spot data patterns that provide a richer understanding of markets, lead to new discoveries, and yield tangible results for our clients.
A trained statistician (and professor of graduate statistics), Bob has both broad and deep experience with multiple regression, structural equation modeling, mixed linear models, factor analysis, cluster analysis, and more—as well as applied analysis tools such as TURF analysis and correspondence analysis. He also has decades of experience applying these tools to marketing and other real-world problems, to yield practical insights, implications, and recommendations.
Bob has helped numerous museums, opera companies, orchestras, theaters and performing arts centers understand what's needed to strengthen ties with current audiecnce and bring in new ones. In addition, Bob has led audience-building workshops and was principal investigator in the Wallace Foundation's Studies in Building Arts audiences, leading to dozens of publications including:
Bob Harlow (2015). Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences
A primer on using research such as focus groups and surveys to learn about audiences, develop more effective promotional materials, and evaluate audience-building initiatives. The guide details how to carry out the research effectively, supplemented by case examples of arts organizations that used research to cultivate new audiences and strengthen bonds with current attendees.
Bob Harlow (2014). The Road to Results: Effective Practices for Building Arts Audiences
Based on in-depth longitudinal case studies of 10 arts organizations, this guide pinpoints nine organizational and strategic practices driving audience growth.