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FROM OUR BLOG

- A Focus Group of One

It seems so simple — we lay out the ways in which we want Americans to change their behaviors to be more sustainable. Why aren’t they following along? Because it’s hard.

- When the bedbugs bite

The environment — and our protection of it — is being blamed for the resurgence of bed bugs. What impact could that have on consumer perceptions of the environment and the efficacy of non-toxic products?

- The Transition movement: Planning for an “Elegant Descent”

Are Americans ready to embrace a lifestyle that involves darning their own socks, walking more and generally living without modern conveniences? Though the question would seem to answer itself, some of us are moving in that direction, riding the coattails of the Transition Movement

Listen. Speak. – Shelton Group's Process

1) Listen.

We'll start with listening to you to understand your goals, challenges and opportunities. During a kick-off meeting, you'll lead us through all your applicable primary and secondary research, and we'll identify knowledge gaps. Then, if needed, our research team will perform independent secondary research to answer pressing questions, and examine cultural consumer or industry macrotrends. We'll dive one layer deeper to assess the competitive landscape and gauge white space opportunities. Once all this information is synthesized, we'll develop several hypotheses and start developing a roadmap to accomplish your marketing objectives. 

2) Learn.

With theories in hand, our research team, supported by our insight group and client consultation team, will employ quantitative and secondary research techniques to gain insight into market opportunities and hurdles. Once results from our studies are analyzed, we will have a clearer understanding of your current situation, as well as your consumers.

3) Interpret.

This critical step translates the data we've analyzed into opportunities, implications, and meaningful consumer profiles that bring your customers to life, including their attitudes, beliefs, behaviors and motivations. These insights will help us uncover the best ways to solve your marketing problem and guide us as we work with you to create a positioning statement, a touchstone for all the work we will develop together. Because the positioning statement is a critical component, we will then test your positioning through qualitative research. Based on customer reaction and discussion, a final positioning statement will be crafted, the creative brief will be written and strategic direction set.

4) Create.

Using the approved creative brief, our designers and writers will go to work conceptualizing creative platforms, and we'll present several directions for your review. Working with your team and our media, PR and interactive partners, we'll craft a marketing plan packed with actionable strategies and tactics, including budgets and timelines.

5) Speak.

Your relevant, meaningful, branded message will be brought to life in creative campaign materials and launched. Results will be tracked and measured for impact.