ATLAS GROUP An Introduction NOVEMBER 2008
Atlas Group Competencies 2009 July
May 12, 2015
Atlas Group is an innovative consumer intelligence consultancy, founded in 2003, with more than thirty combined years of experience in planning, research, and consumer interaction. We guide understanding to reveal where consumers and brands intersect by decoding
and interpreting markets, trends, and messages…Exploring, navigating, and deciphering cluttered and often confusing territory.
and interpreting markets, trends, and messages…Exploring, navigating, and deciphering cluttered and often confusing territory.
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ATLAS GROUP
An IntroductionNOVEMBER 2008
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“Popular culture is the matter that makes up our collective life and that amalgamates our plentiful affinities.
…(It) permeates our everyday conversations, unifying social groups and colleagues, and circulating the materials with which we splice together our identities, creating the images and the soundtracks through which we contemplate who we are.”
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WE DECODEPOPULARCULTURE
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Atlas Group is an innovative consumer intelligence consultancy with more than thirty combined years of experience in planning, research, and consumer interaction
The associates of Atlas Group work in partnership with our clients to deliver customized, relevant strategic insights that drive action
Like a compass for insights, we guide understanding to reveal where consumers and brands intersect by decoding and interpreting markets, trends, and messages…
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Like a compass for insights, we guide understanding to reveal where consumers and brands intersect by decoding and interpreting markets, trends, and messages…exploring, navigating, and deciphering cluttered and often confusing territory
Atlas Group is an innovative consumer intelligence consultancy with more than thirty combined years of experience in planning, research, and consumer interaction
The associates of Atlas Group work in partnership with our clients to deliver customized, relevant strategic insights that drive action
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Kids
Tweens
Teens
Gen X Parents
30-Somethings + 40-Somethings
Metropolitan Young Adults
Nightlife Patrons + Staff
Latino Community
WHO WE KNOW
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The partners of Atlas Group have considerable experience in researching brands and products, including topics regarding competitors, target consumers, and related marketplaces
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The partners of Atlas Group have considerable experience in researching brands and products, including topics regarding competitors, target consumers, and related marketplaces
We work with our clients to harness this vital information in order to
• inform a new business pitch • infuse creative development • aid in account retention • offer meaningful added-value services
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CATEGORIES
Breakfast Foods
Wireless Communications (Handsets and Carriers)
Apparel and Footwear
Tobacco
Beer, Wine, and Spirits
Candy and Snack FoodsSoft Drinks (Carbonated Beverages, Energy Drinks, Iced Tea, Coffee)
Financial Services
Education
Retail
Health and Beauty Aids
RestaurantsConsumer Electronics
Automotive
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PastMost consumer trend agencies follow far behind the consumer, and some have closed shop, as their information quickly becomes dated and does not provide actionable insights
Fads and trends are great fun, but without a context for understanding them, and the real opportunities they reveal, their value is lost
“Me too” marketing, born from the latest consumer trend data is proving to be costly, difficult to measure and control, and negatively impacting consumer brand perceptions
PresentThe universe of media and communications channels continues to expand making it more difficult, but also more critical for brand messages capture consumer attention and to cut through the confusion, distraction, distrust and malaise
As traditional outlets continue to lose effectiveness, a shift toward integrated marketing strategies demands a superior understanding of the target and an even greater need for a meaningful connection with consumers
FutureMarket indicators point towards an increased need for innovative, targeted, layered, and strategic consumer insights
A holistic approach that harnesses research expertise can help to guide, to deepen, and to refine initiatives, by incorporating relevant consumer insight with other germane disciplines
Few independent companies exist with the focused expertise that we offer
CHANGING DIRECTIONS
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Decoding and interpreting insights, and popular culture signifiers—which capture the attention of target consumers—infuses brands, strategies and concepts with the relevance to break through
By way of traditional and non-traditional methodologies, we bring the consumer to life at both micro and macro levels providing a comprehensive multi-dimensional model
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HOW WE GET THERE
INFORMATION RESOURCES
STRATEGIC PLANNING
QUALITATIVE RESEARCH
COMPETITIVE MAPPING
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STRATEGIC PLANNING
Insightful, measurable communication initiatives• Executable via a diverse set of marketing and advertising
disciplines
Infusing outstanding creative solutions that will be effective in the marketplace
Identifying a client’s existing relevant resources• Formulating additional recommended resources • Introducing tools to harness resources to inform strategies
and to solve problems
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QUALITATIVE RESEARCH
Trend
Segments and stakeholders
Concept and communication testing
Lifestyle and marketplace immersion
Usability
Facilitation services• In total or a la carte
Moderation and management
• Focus group, discussion group, 1-on-1, brainstorming, ideation
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INFORMATION RESOURCES
Research services• Trend bank• Clipping service• Library
Publishing• White papers• Trend reports
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WORK
Apostrophe Brands• Kilo Kai Rum
Packaging concept testing (trade)
Taste testing (trade)
Draftfcb• Procter & Gamble
Consumer research• Crest, Folgers, Health and Beauty Aids (various)
• Brown-Forman
Concept testing (consumer)• Canadian Mist
• Milk PEP
Concept testing (consumer)• Sony USA
Consumer research – new business pitch• Wal-Mart
Consumer research – new business pitch
• Hispanic Holiday/Milestone Shopping Initiative
Consumer research – for presentation use
• Health and Wellness Shopping Initiative
Consumer research – for presentation use
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WORK
426, Inc.• Patty Burger
Strategic planning and research
• Distinguido Tequila
Strategic planning and research
• Penthouse.com
Strategic planning and research
Kinetic• New Business Development
Strategic planning and research
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WORK
Legacy Marketing Partners• RJ Reynolds Tobacco Company
Consumer research• Pall Mall
Cultural Influencer Program evaluation and planning• Kool
Strategic planning and research• Camel
Strategic planning and research• Camel Snus
• Burger King
Strategic planning and competitive research-Latino consumer events
• Vodka Category
Competitive research
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WORK
Mirrorball• Heineken USA
Consumer research, trade (musician) research• Heineken
Strategic planning• Dos Equis (XX)
PileDriver Marketing and Communications, Inc.• Motorola, Inc.
Alternative channel marketing - program measurement
• DSW
Alternative channel marketing - strategic planning
TBA Global• New Balance Athletic Shoe, Inc.
Consumer research
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WORK
Tribal DDB• PepsiCo, Inc.
Strategic planning and consumer research• Tropicana Twister
Wirestone• Beam Global Spirits & Wine, Inc.
Strategic planning, research, and ideation facilitation• Jim Beam Bourbon, Vox Vodka, DeKuyper
• Motorola, Inc.
Strategic planning, research, and ideation facilitation• Global Service, Over The Air
• Skyy Spirits LLC
Strategic planning, consumer research, and trend review• Cabo Wabo
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CONTACT
CHICAGOAtlas Group, LLC3528 W. Fulton Blvd.First FloorChicago, Illinois60624USA
NEW YORKAtlas Group, LLC235 S. 1st StreetNumber 2EBrooklyn, New York11211USA
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