Analytics and research that turn data into decisions
Hard marketing decisions need strong reasoning behind them
Sometimes brand choice looks almost random, even though purchase decisions are made more deliberately every year (it is 2026 out there). Cutting through the clutter while staying inside the budget is at once a creative problem, a detective problem and an inventor's problem. We are here to help you solve it.
Positioning and differentiation
We work out what to build your differentiation on. We structure the competitive landscape, identify rivals' strengths and weaknesses, and find the optimal value territory for your brand to grow in.
Read moreFinding and describing your target audience
Sometimes product scenarios are not enough to explain why a brand gets chosen. Values, motives and ways of self-identification round out the customer portrait and reveal how exactly your brand can work with them — better still, interact with them.
Read moreBrand management tactics
We support decisions about communication, creative, packaging, channels and brand activities, reinforcing your own expertise with analytics, research and market context.
Read moreWe stand alongside you in strategic and tactical decisions
Every role carries its own responsibility, its own constraints and its own decisions. Good analytics helps people in each of them decide better.
Marketing director
You answer for the brand, the budget and growth. Where should you invest, and how much, to deliver it?
You need grounds and reasoning for choosing directions and allocating budget.
Brand lead or marcom
You answer for how the brand develops. What matters to you is that communication, product and customer experience all serve one strategy.
You need to know which actions strengthen the brand's position.
Research manager
You need to give marketing, brand and product a recommendation they can trust. A decision they can lean on.
What counts is marketers' recommendations grounded in research findings.
Insight comes out of data. Putting facts side by side is what sparks it.
Facts come as numbers, images, words. We know how to obtain them in different ways from very different sources. But we always work from primary facts. These are the methods we use most often:
Customer development and expert interviews
A superb source of non-numerical data. It reveals the hidden motives and values of an audience.
Desk research
A very useful class of methods. Sometimes it successfully replaces customer development and expert interviews.
Analysis of existing data
You may not need new data at all if you already have the old.
Quantitative surveys
The high art of it. Survey data can work wonders for brand strategy.
We turn an audience's vague emotions into a structure you can read
20 years in research, marketing and analytics
From FMCG giants to digital services and B2B: I bring together strategic marketing, analytical depth and applied business context. I offer decisions together with the reasoning for them.
I have worked both client-side and in agencies, so I know what kind of result decisions actually require
Long experience makes it possible to find creative ways through analytical problems
I graduated from Lomonosov Moscow State University and am returning there with a new research project
Last but not least: I speak English fluently
as an independent expert with a team
specialists in the team at its peak
developed from scratch and launched
in the industry
We will not bring you fences made of charts. We will bring an objective, thorough reading of the values at work in your market and your brand.
Corporate experience taught me to love classical marketingand how to use its instruments
Philip Morris International
Market and Consumer Research Manager
- Planning brand support and allocating budgets across the portfolio and geographies
- Developing and launching local brands
- Developing strategy and business plans
- There was not a single area of marketing my team and I did not touch with analytics
TNS - KANTAR - ORO
Key Account Director
- Our team won KANTAR's award for the best client service in the Eastern Europe, Middle East and Africa region
- The team specialised in quantitative research: strategic, tactical, product and tracking studies
- The team's hallmark was business-applicable recommendations on every project
Results that helped brand marketing and product decisions get made
We bring the relief of a problem solved and the pleasure of clarity arriving. Below are word-for-word quotes from people who worked with us and got a usable result.
Baltika
As applicable as conclusions get, with results to match!
hh.ru
You not only described XXX among the major players in detail and in a structured way, you also found genuinely unique mechanics. All of it will feed into the product development strategy
Greencos
You brought the meat into the kitchen. Now we have something to cook with
Baltika
Very high-quality recommendations. Highly professional and expert.
Greencos
One could talk at length about your personal contribution to making this brand as good as it could be
I brought together specialists who think about one problem in different ways
We work as a collective mind, combining marketing, research, analytical and engineering thinking. Each of us examines the problem from their own professional position, asking questions and testing colleagues' hypotheses. The project advances through dialogue until your team has a dependable basis for its decision.
Maxim Pinigin
product and marketing specialist
Designs the logic of the project from the standpoint of the marketing decision: which questions matter, what information is missing to answer them, and how the findings will translate into action. The client's voice on the team, binding marketing practice, analytics and research into a single solution.
Nikita Parakhin
data engineer
Organises the collection and analysis of textual and visual information, user-generated content included. Builds and develops machine learning algorithms for semantic analysis of unstructured data. Helps make sense of human nature from what can be found online
Liza Spirina
quantitative researcher
Translates marketing problems into research questions. Designs survey methodology to capture true motives and reflect how people actually think and the environment in which they decide.
Asya Smirnova
data analyst
Determines which scales and methods are needed to test the hypotheses before any data is collected. Applies mathematical statistics to find robust patterns and separate them from chance.
Dasha Kozlova
graphic designer
Dasha is the author of the style you are looking at right now. On every project she turns masses of insight and recommendation into clear, easily grasped materials that are comfortable to work with
Let's talk through your task as colleagues
You are welcome to come without a formed request. We will look at the situation, the possible approaches and the next steps. It is free.
We find the insights you can build on
