We help you understand your customers so you can make smarter business decisions.

Messaging Research

Messaging research is the core of what we do.  It is impossible to create a sound strategy without understanding the emotions, motivations and preferences of your customers.  The answers to our most burning questions lie in their minds and if you want them to buy your product or service you must understand them.  Wanna get in the weeds?  here is our process.

Emotional Insights

Most organizations do a good job of collecting behavioral data (analytics, clicks, impressions, purchase behavior, etc.) but behavior is a result of emotions, motivations and preferences and past behavior is not indicative of future behavior.  If you understand emotions, motivations and preferences you can predict behavior.

Customer Segmentation

Demographics are just coincidences.  Most companies have their customers segmented by age, sex, geography, HHI, role, etc. but great organizations create new ways to think about their customers and find new ways to measure not only KPI’s but measure success.  If you are relying on the same behavioral data to win over clients as everyone else, don’t expect to do any better than they are.


Marketing shouldn’t be complicated.  When you understand how you are viewed in the eyes of your customers and what their emotions, motivations and preferences are, planning the strategies and tactics you need to win are surprisingly easy.  Our approach is simple, easy to understand and easy to execute.  exhale.