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What Clients Say about
The Right Brain
Approach
“At Hughes Aerospace Right Brain Research
always showed us that even the most complex competition, reviewed by the
most sophisticated people, often boils down to decisions made about simple
emotional constructs. The Right Brain People helped us find the
constructs to learn what we should offer and how we should phrase that
offer. In a very tough
competition, we were able to offer things that were critical to success, but
were not cited by the government in the specifications. That made all
the difference and resulted in winning a $200 million service contract,
followed later by a $2 billion contract.”
Tom Wittenschlaeger
CEO
Raptor Networks Technology, Inc.
“The Right Brain Research which your firm
performed for us was years ahead of its time.
The market is evolving into it beautifully. There is a transformation underway in
the building industry: i.e., moving away from the ‘McMansion’ to smaller
homes with character, community and security.
This trend started as a niche, but it is now becoming more main
stream. This is the direction of
the market your research uncovered for us six years ago and it really has
worked well for us.
Great work, great job!!”
John Dybsky
Marketing Director
James
Hardie
Building Products
“We have been searching for a method to
identify the emotional side of consumer behavior. When we found The Right Brain People®
we discovered a whole new way of doing market research and of understanding
our consumer. We redid all of
our statistical research and our approach to advertising. The result was an increase in overall
market share.”
David Brittain
President
Maybelline
“I was very impressed by several aspects
about The Right Brain Approach.
These included the ease with which your interviewers were able to relax
respondents and tap into their thinking, the breadth of topics that could be
addressed in the scope of one project, and fresh, non-conventional thinking
reflected in the final report.
As implied in its name, the Right Brain technique appears to offer
possibilities for understanding the consumer in ways that conventional
research approaches might ignore or overlook.”
Don Demski
Research Director
McDonald’s
“Right Brain Research is the keystone of all
customer-focused marketing.
Until the ‘why’ questions are answered most marketing efforts are, at best,
off the mark. Those who practice
Relationship marketing, Database marketing, One-to-one marketing—call it
what you will—cannot succeed without Right Brain research. The Right Brain People is an
essential ingredient for successful marketing in this highly competitive,
fast changing era. I incorporate
The Right Brain People into all strategic planning efforts and I encourage
my clients to do likewise.”
Tom Marnell
President
MDM, Inc.
“I write this letter almost three years after
the completion of the two Sport Utility Vehicle, (SUV), projects you
conducted for us in 1995 and 1996. As
you recall, the issues which prompted our original study related to the
continuous expansion of the SUV category and Nissan/Infiniti’s desire to
gain an increasing piece of it.
Our challenge then was to rise above the
rational data, which we had plenty, to discover the ‘emotional cord’ capable
of tying everything together.
I want you to know, that your team’s
discovery and vivid articulation of consumer motivations and desires remains
as the cornerstone of our strategic marketing efforts. To us, this
reinforces the idea that ‘getting it right’ takes on a timeless quality.
While the SUV category continues to evolve,
the essence of your psychological kernel has remained our truth.
Finally, I want to applaud your commitment to
a promise you first made to us at the outset of our study.
You indicated that the completion of
a project extends well beyond the presentation of results.
Thank you for the continuing consultation you
have provided us long after the actual interviews were conducted. In two words, insight works!”
Thomas Tackes
Corporate Manager
Consumer Research
Product Strategy
Nissan Corporation
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