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“We think of research as a tool, not a product. It is process, not data. Research is applied thinking. It’s creative and dynamic. The best way to think dynamically is to talk to people, interact with their reality, and let the creative thinking happen.” |
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Heavily steeped in psychological exploration to uncover the true essence of “brand,” SFI’s proprietary approach to brand building — what we call “conceptual architecture” — has produced some of the most touted and far-reaching brand strategies over the past quarter century for clients such as PepsiCo, Anheuser-Busch, Tricon (Taco Bell, KFC, Pizza Hut), Hershey, Microsoft, Colgate-Palmolive and Kraft Foods. Our experienced consultants employ a whole array of qualitative research tools, including our proprietary ethnographic research models. In developing our methodologies, SFI Ph.D. psychologists have brought to bear two decades of experience in market research as well as in the practice of clinical and personality psychology. It is our perspective that the translation of research-based insight into business direction requires “hands-on” involvement. Therefore, our clients work directly with SFI principals. Using this approach, we have enjoyed a very successful track record of sustained and satisfied client relationships and a history of significant and profitable brand development.
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