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The Right To Succeed SM

Using behavioral economics to drive incremental top-line revenue.

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we deliver incremental top-line revenue

With new consumer behavior-proven initiatives & innovation

Our solutions align the organization, people and the resources  –  dollars, time and effort – behind the one best idea to pursue that will deliver the maximum top-line revenue growth with the highest probability of success. All quantitatively proven based on real consumer behavior.

RIGOR · PRECISION · SYNTHESIS · RESULTS

AT EVERY STEP: A DISCIPLINED PROCESS THAT BUILDS ACCURACY AND PRECISION, WITH SYNTHESIS TO SELECT THE BEST OPTION.
1
CONSUMER HEDONIC DISCOVERY

Anonymous shopping
In depth interviews: 120 in-store and in-home 1-on-1
Human synthesis
Segmentation and modeling
Analytical synthesis
Redlining
Segmentation Map(Source of Volume)
Benefits & Insights in Voice of the Consumer

2
Focused Deduction

Consumer and Expert Inputs
Insights
Benefits
Reasons-to-Believe
Quantitative rating and ranking
Concept clusters
The power of context
Output: 10 new product or branding ideas

3
Predictive Modeling & Quantitative Concept Qualification

Predictive metrics
Statistical confidence (N=300+)
Quantitative proofs
Output: Quantitative validation that provides probability and magnitude of success

The process:

1. We start with the client’s data.

We try to never re-create learning already in hand.

2. We create the Discussion Guide for the ethnography

Anonymous Shopping intercepts are the inputs.

Drafts are sent to the client for comment and, ultimately, concurrence.

3. Only moments-of-truth 1-on-1s

Research is conducted 1-on-1 with the consumer in-store, in-home and in-use.

4. We enough of the right data to crack the code

We often perform 57 or more 1-on-1s to ensure we have the data to put the puzzle together.

5. Triangulation

To compare and contrast consumer behavior – 1/3rd Category/Brand users/purchasers, 1/3rd lapsed or non-Brand users/purchasers, and 1/3rd Loyalists [heavy Category/Brand]

6. Redlining

We eliminate the two most prevalent mistakes caused by bias:

  • The continued inclusion of ideas because “I believe it” even though consumers do not
  • The continued exclusion of ideas consumers like, but “I do not”
Eliminate the most-common marketing error
This technique is called Redlining and was developed by the FBI to challenge and validate the truth.

7. Everything in Discovery is the foundation for quantitative

We compile all of the data collected direct from the consumer and utilize our proprietary methods to crack the code.

8. We have the Brand Marketing and Management experience you need

Our executives have the experience it takes; Don with 19 years at P&G – ultimately Global Marketing Director and VP of Innovation, and Matt with 10 years as a Naval officer, and 8 years with P&G in Marketing and Management.