Market Research

Market research validates and explores. It identifies key targets and provides you with the insight for meaningful engagement. It presents you with an objective path forward. It gives you certainty.

Typical Engagements

Supplement Consumer PureSegmentation™ Research & Typing Tool

Be prepared to know how to navigate the new supplement landscape. This proprietary research tool is designed specifically to help you know what your customers are thinking now, and how that will impact your innovation and future relationships with them. Quick, cost-effective and actionable, this custom research tool is powered by predictive, market sized segmentation. Designed for rapid innovation and/or brand repositioning, the Supplement Consumer PureSegmentation™ Research & Typing Tool will bring you greater confidence entering new channels, help you forecast with greater accuracy, and improve brand loyalty and engagement.

PureSegmentation™ Custom Research

Our most sought-after research offering helps you meet your consumers on a human level and can help provide direction and inspiration for your brand. Through a proprietary process combining quantitative and qualitative research, social values orientation, adult attachment theory and Jungian archetypes, Pure Branding creates PureSegments™, or archetypal consumers, within broad or specific product categories. PureSegments provide both an understanding of your consumers, through meaningful data points, quotations and psychological profiles, and direction to reach and delight them. The PureSegments assist with targeting strategies, but more than simple segmentation, they are human and actionable.

Packaging Concept Tests

Brands want to change their packaging. But how can they be sure they are making the right choices beyond the subjective aesthetics? Our package concept testing is quantitative. It replicates the shopping experience as closely as possible. It gauges purchase intent across variants, benchmarks against the competition and ensures the messaging you most want conveyed is understood. It quantifies the risk of alienation (consumers not recognizing you) and potential to grow your market share, and identifies the specific brands you have the potential to take share from. We are often engaged by other agencies for impartial validation.

Tier Migration and Predictive Analytics

In this service principally for business-to-practitioner brands, we work with you to identify your customer tiers in relation to their sales, how they tend to migrate up or down the tiers and whether there are statistical patterns that can predict sales behavior. Through a statistical analysis of your line-item sales data, we determine a Standardized Tier Index revealing tier clusters across customer life cycle. We will look at five years of line-item data to reveal progressive groups, from lowest sales to highest based on a variety of transactional indexes. We analyze tier size, annualized value, purchase patterns and more. We then look for predictable behaviors that precede migration up the tier clusters (specific products purchased, change in variety of products, change in brand variety or preference, increase in frequency or amount of purchases, etc.). We identify behaviors that could have the potential to impact organic migration through a directed tier migration strategy.

Down and Dirty

Beware those who want down-and-dirty research. You know, code for “cheap.” Market research is more than confirming the bias. If it is too minimal, so too will be your results. The key is asking the question “What is your goal?” And then, if cost is prohibitive, ask if you can achieve that goal through a meta-analysis of secondary research data. We want to ensure you get good value for your market research and the results needed to give you a competitive advantage.


“The two qualitative and quantitative research studies not only gave Standard Process critical insight into the motivations and needs of those who practice in these credentials, but even more significant, critical segment profiles were identified from the data. This gave us knowledge about our best customers, how to target those who have the greatest potential and identify those who were least likely to grow into high-value customers.”

Tammi Geiger
Marketing Director, Standard Process

Our Research Process

Quantitative Research

This is often the core of what we do. Here is our approach:

  1. Identify your goals for the research
  2. Develop hypotheses to test
  3. Develop the online questionnaire
  4. Field the survey
  5. Analyze the data
  6. Present the findings


All data is exported to SPSS for analysis. Typically, we begin with an overview of the data. Then, using cluster analysis and chi-square tests on cross-tabulations and regression, we:

  • Identify factors
  • Use latent class analysis to identify clusters and segment
  • Analyze segments
  • Profile and compare these segments
  • Report on any other significant relationships in the data

Qualitative Research

There are areas where we utilize qualitative research. One is to provide us with an indication for direction, to gain insight into attitudes, behaviors, interests and expectations. Often, we conduct qualitative interviews prior to developing hypotheses for quantitative research.

More often, we use qualitative research to supplement and enrich the quantitative segmentation. It provides us with greater insight into why segments make the choices they do. It gives us data that enables better storytelling, real quotes. In other words, it completes the humanization of the segment profile.

We prefer one-on-one interviews to focus groups. We’re happy to tell you why.

Sales Data Analysis for Participant Behaviors

For brands that sell direct, including practitioner channel brands, line-item sales data is a treasure trove of behavioral information if you know how to analyze it. We analyze historical sales data to:

  • Organically reveal progressive tiers across the customer life cycle
  • Predict tier migration to support sales and marketing strategy

For retail brands, we review your internal sales data with SPINS data. This provides more than just a rearview snapshot of category behavior. It also can reveal untapped opportunity and inform a portfolio strategy based on the true need states of your category.

“Having worked with Pure Branding on several successful packaging design research studies, they understood how to structure the survey design to get clear answers in relation to segmentation, key attributes and positioning.”

Jessica LeMay
Group Creative Director, Country Life

Deep Insights, Meaningful Metrics

We can’t show you the specifics of the custom work we do for clients. But if you want a sense of the depth and rigor of our market research, you can look at our just-published Integrative Physician Market Landscape 2017.