Selling to people often requires resonating with groups. The correct research and analysis will ensure your products and supporting marketing tap into your customer’s individual and collective consciousness.

Objectively Smart

At its core strategy reflects people, both individuals and groups. From end users, to investors, to boards, to employees, to influencers and other groups, a great strategy identifies which human needs and desires will help your business achieve success. How do people think and behave, and why? Which types of people are important to achieve business growth, and which are not? What cultural, societal, categorical and technological forces are shaping their actions, views and expectations? How can past and current purchase behaviors project into future consumption? Who should be purchasing your services, and what barriers must be removed? What messages and experiences will win in both subconscious and conscious thought and activities?

These are some of the critical questions we work to objectively answer for any type of assignment, from business planning, to product extensions and/or culling, to advertising and marketing initiatives.

We take strategy seriously.

“we will collaborate with you to ensure we understand your market and can identify the correct group(s) for growth.”

Qualitative and Quantitative Research

Often pitted against one another, but best used together, qualitative and quantitative research are must-haves, not options. The scope, timing and budgets for each can vary widely, so Zozimus works hard to ensure both types of data are incorporated and the methodology sound for a given partner. Our 3-2-1 data approach to ensure accurate and objective research is gathered and synthesized. This process is fluid and is adapted to the needs of each client.

  • 3rd party data: We begin by building a foundation from existing research and other publicly available data.
  • 2nd party data: Upon review of available 3rd party data, we add to our knowledge base and begin filling gaps by investigating audience sentiment via stakeholder interviews. This ensures we understand the dynamics of an organization, as well as perceptions about the opportunity at hand. Qualitative discussions are often best for his type of data, but employee and stakeholder surveys can also be leveraged.
  • 1st party data: When needed, we finalize our knowledge base and fill in remaining gaps by understanding how and why consumers (i.e., all target audiences) engage with your organization and your brand. Based on previously data gathered and the needs of an organization we can determine if qualitative or quantitative data is most appropriate, and which methodology is best, from one-one-one zoom interviews, to ethnographies, to focus groups, to shop alongs, to quick online surveys, to larger surveys with robust data science.

Throughout this 3-2-1 process we will collaborate with you to ensure we understand your market and can identify the correct group(s) for growth.

“The goal is to craft a position in the market that reflects your business and establishes differentiation from competitive offerings.”

Segmentation & Targeting

We leverage the classic STP model, which is both rigorous and flexible. It ensures that we have all the data to make informed marketing and business decisions. Specifically:

  • Segmentation research to understand the market and identify mutually exclusive buyer groups (and non-buyers). Segmentation work yields the best results when the entire consumer market is surveyed, not limited to known customer bases. This effort may include upfront qualitative work, or only rely upon a quantitative survey. And in a few lucky instances segmentations may exist in third party research, saving us resources and budgets.
  • Once we understand the market, we identify and prioritize different targets, including their size and potential business value.
  • Once target(s) have been prioritized by business value, the goal is to craft a position in the market that reflects your business and establishes differentiation from competitive offerings. Qualitative methodologies, such as focus groups, one on one interviews, or ethnographies (e.g. in-store intercepts or shop-alongs) can empower us with invaluable learnings and reactions to initial ideas and/or hypotheses, as do competitive audits. Our consumer learnings are then integrated with categories of data, such as culture, the category and your company, resulting in objective and robust brand and sales marketing.

Click on any of the tiles below to read how our partners were able to drive business results with the right consumer and business intelligence.

+Learn more about Zozimus Digital Marketing, Creative, and Public Relations.

Case Studies


At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.