Strategy Analytics Creates New Center for Consumer Insights

Feb 21, 2013, 13:08 ET from Strategy Analytics, Inc.

BOSTON, Feb. 21, 2013 /PRNewswire/ -- Strategy Analytics is pleased to announce that it has established a new Consumer Insights Practice focused on delivering custom research solutions through advanced research and analytic methods, and action-focused insights.


The Consumer Insights Practice (CIP) will strengthen Strategy Analytics' customer analytic competencies by building a Consumer Insights center of excellence that delivers best-in-class, cutting edge custom research methods and analysis. CIP will address strategic business questions such as market opportunity assessments, brand measurement and monitoring, and portfolio optimization.  CIP will increase value and business impact to Strategy Analytics' customers through more holistic and integrated analysis leveraging its syndicated research with custom research insights.  It will expand Strategy Analytics' knowledge of consumer behavior not only in technology products and services but in other industries such as CPG, Retail, Pharmaceutical, Financial Services, and Transportation.

Harvey Cohen, Chairman and President of Strategy Analytics, stated, "Clients have been asking for the ability to provide deeper insights on the factors driving consumer needs and choice as they relate to market share, product development and brands.  We've taken this request seriously and have built a premier team of consumer research leaders, from some of the top global technology businesses in the world."

According to Joy Ganvik, VP of Consumer Insights for Strategy Analytics, "This team is passionate about driving consumer insights into business actions, and is dedicated to customizing consumer research to fit each company's unique business needs.  We are intent on adapting, evolving and developing unparalleled methodologies to uncover true insights that will drive decision making."  The objective is to ensure that SA's clients gain the benefit of the team's experience leading consumer insights functions for large global companies.

Joining Ms.Ganvik (former head of consumer insights for Motorola Mobility) are Arleen Macaraeg-Denque, VP, (former CMGR product research lead for Microsoft Windows), and Carlos Salazar-Velasquez, VP, (former head of Marketing Sciences for Motorola Mobility).  In addition to deep understanding of consumer behavior in complex technology markets, each of these senior leaders has extensive experience in understanding consumer behavior across a wide range of consumer markets outside of the technology space.  The CIP Team will expand existing consumer research capabilities including ethnographers, user experience experts, quantitative methodologists, and analysts.

The Consumer Insights Practice uses an effective, collaborative approach to discover new opportunities and will focus on custom, primary research that supports all phases of the business planning process. For Early-phase Strategy and Front-End Planning, CIP provides support for segmentation, uncovering unmet consumer needs and pain points, behavioral framework development, and brand strategy. For Product and Experience Development, the team addresses category needs exploration, concept testing, market potential analysis, and brand align. To support Go-to-Market Planning and In-Market Performance Improvement, the team addresses key topics including the consumer journey, satisfaction/advocacy/loyalty, marketing activities, and buyer profiling.

David Kerr, VP, Global Wireless Practice stated "Adding an experienced team of professionals with a global network of resources to execute on multi-country strategic studies allows us to deliver deeper insights and greater service to clients that are Service Providers, CE vendors, Media companies and Software Providers."

Strategy Analytics is a business consulting firm focused on data analytics that drive business results.  They help clients build defensible, distinctive strategies to win in complex technology markets, on a global and regional scale.  Strategy Analytics delivers accurate market data on a granular level that few companies can match.  The quality data is supported by expert analysis and superior responsiveness that are vital to client decision making.  For further information on Strategy Analytics new Center for Consumer Insights, please contact Arleen Macaraeg-Denque at 617-614-0755 or

SOURCE Strategy Analytics, Inc.