1. CAPABILITIES IN BRAND AND PRODUCT
DEVELOPMENT

2. 2
ABOUT STANDPOINT
StandPoint supports companies in their brand and product development initiatives. We excel at
creating novel research approaches that inspire creativity, improve confidence in decision
making, and ensure you are meeting customer needs.
Our Value Proposition is “More than Research”
• Staffed with business people who have real work experience in launching products and starting
businesses, and have leaned to successfully apply market research.
• Staff and consultants have diverse backgrounds in marketing, management consulting, education, and
art and humanities. This brings fresh thinking and creative ideas.
• We frequently coach our clients on activating research by facilitating strategic and tactical planning
workshops.
• Our reports are written for managers and decision makers - clearly and concisely.
• You will always get our opinion, and we are comfortable debating the issues. That's the genesis of our
brand.
• International capabilities: western Europe, Brazil, Russia, China, India, and Australia
informed decisions, proven results.

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GUIDING PRINCIPLES
Insights & Clarity
Superlative writing and communication skills
Business smarts
Declarative and impactful reporting
Immersion / Involvement
Industry experience and connections
Focus on a singular product or brand in the go-to-market process
Alignment to your product development process
Implementation
Strategic planning facilitation
Brand team alignment
Your customer’s voice at time of decision making
Appraise
Brand health / Brand equity
Reputation Management
Communication Effectiveness
informed decisions, proven results.

4. 4
SUPPORT SERVICES
PIPELINE PRIORITIZATION
Unique qualitative research technique that brings a voice of the consumer to your marketing and R&D
IDENTIFYING CUSTOMER activities. Generates a comprehensive set of raw customer needs from which you can prioritize
NEEDS commercialization opportunities.
Tools to generate unique product ideas. The techniques rely on enhanced screening of research
PRODUCT CONCEPT participants who are well suited for ideation, are articulate, and are fully engaged in your objectives. We also
IDEATION employ non-traditional research formats that maximize the quality and quantity of consumer feedback.
PRODUCT CONCEPT
If you have numerous product ideas in your development pipeline, we have tools to prioritize the launch
PRIORITIZATION /
OPTIMIZATION
sequence on criteria such as market potential or uniqueness of the value proposition.
LAUNCH ACTIVITIES
NAMING AND POSITIONING, These launch activities need creative ideas. We have developed panels of consumers who have been
COMMUNICATIONS TESTING tested for their abilities to generate creative ideas or critically analyze your assumptions.
PACKAGING RESEARCH
Increasingly, retail line reviews are evidence-based. Can you empirically demonstrate that your product will
LINE REVIEW generate incremental revenue for the retailer, satisfy an unmet need, or appeal to an underserved consumer
SUPPORT segment?
Over the years, we have supported numerous manufacturers with test markets for new products. Our
services include analysis of POS information and customer intercepts.
TEST MARKETS
We have several tools at our disposal to determine an acceptable price range for your product or service,
PRICING
how pricing might be impacted with the inclusion or exclusion of specific features, and the relationship
between price and demand.
POST LAUNCH
BRAND PERFORMANCE Research techniques that measure “mind share”, brand equity, and brand loyalty.
RE-POSITIONING / RE-
All products have lifecycles, and incorporating regular customer input can inspire new ideas on how to re-
STAGING / BRAND
EXTENSIONS
position or re-stage a mature brand, or how a brand might be extended into adjacent categories.
informed decisions, proven results.

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HOW DO WE COLLECT INFORMATION?
StandPoint works in both the business-to-business and business-to-consumer market segments, using
a variety of data collection tools to gather information from respondents.
Quantitative Methods (phone, email, online, Secondary
fax and mail) Internet and library
literature searches
Commercial databases
One-on-one, in-depth interviews Social media
Focus groups and advisory panels
Teleconference focus groups Qualitative
In-person interviewing
Live, Internet-based discussions Teleconference
Live, Internet-based
discussions
Bulletin board discussions and blogs Bulletin boards and
blogs Quantitative
Secondary research via Internet, databases, Internet
conferences Phone
Thought leader identification Mail
In-person
informed decisions, proven results.

6. 6
BRAND AND PRODUCT DEVELOPMENT EXPERIENCE
Outdoor power
equipment
Baby Products
Hand tools
Surgical Products Footwear /
apparel
Educational
Pharmaceuticals
financing
Product
Experience
Casual dining
Hunting & fishing restaurants
products
Potting and
Lawn mowers
garden soils
Safety glasses &
Soft drinks
apparel
Hand sanitizers
informed decisions, proven results.

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BRANDS WE’VE SUPPORTED
informed decisions, proven results.

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CLIENT TESTIMONIALS
FACT-BASED POINT-OF-VIEW
“As a pharmaceutical marketing director, I need reliable information upon which to base my decisions. Having a third party like
StandPoint present the facts to me really helps shape my decision making. The team is not afraid to give their perspective and I
really value their opinion. We made strategic decisions about the brand based on their findings and it had an impact on the success of
our product. Another thing that I find helpful is the clear and effective way StandPoint writes their reports and presentations.“
Brenda Varney
Associate Director, Marketing | UCB Inc.
BRAND IMMERSION
"My favorite part about working with StandPoint is the full involvement in the study and its outcome. I always feel like StandPoint is an
extension of our own internal market research team who shares the same goals and objectives. At the same time, StandPoint acts as
an unbiased partner who isn’t afraid of telling you what the customer is really saying – not just what we want to hear."
Melissa Gaynor
Research Scientist | Fortune 500 Health Care Company
EFFECTIVE REPORTING
"StandPoint conducted a brand perception study in a complex, global environment that delivered actionable data that allows us to
measure change in perception and calibrate our roadmap for the future. They brought data to life through visuals and strategic
analytics. They showed extreme dedication to understanding our business nuances. They were very professional, responsive and
easy to work with throughout the process. Lastly, they tied the data together in a presentation that offered brand insights (both
functional and emotional) and recommendations for change and focus."
Pam Strickland
Global Branding and Communications | Kimberly-Clark Healthcare
informed decisions, proven results.

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CONTACT STANDPOINT
Kip Creel, President
kcreel@standpointgroup.com
1722 Montreal Circle, Suite A
Tucker GA 30084
770.270.4800 Phone
www.standpointgroup.com
informed decisions, proven results.