Our Processes

Our Processes


Analytical. Insightful. Rigorous. Creative. Grounded.


The processes that ASG brings to each assignment reflect our cutting-edge approach to innovation, and our dedication to creating sustainable growth for our clients.

Situation Analysis


In our work, we conduct a rigorous analysis that utilizes traditional marketing techniques, combined with progressive new ways to look at the business. We take a client's own internal information and cut it in new ways. This learning is combined with our own qualitative consumer research, implemented to gain deep insights into product/consumer segments, market structure and occasions/needs states.

Unlike others consultancies, we bring a decidedly future looking bent to our work with our Innovation Tree® predictive modeling and proprietary Future Market Map™.

This unique synthesis of existing and new information creates a model that helps frame and scope the potential opportunity.

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Consumer Insight Mining


ASG conducts comprehensive traditional and non-traditional qualitative research to gain a deep understanding of the consumer...deep learning that is crucial to generating cutting-edge innovation later in the process. Methodologies may include:
  • Focus groups
  • In-depth observational ethnographies
  • Shop-alongs
  • At home/in-venue observational interviews
  • Web interviews/blog ‘mining'
  • Cutting-edge experts, etc.

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Future Market Map™ & Strategic Platform Development


The ASG process includes creating a Future Market Map™ that clearly defines the future market opportunity space relevant to the client's business. We synthesize deep internal and external learning in a way that best identifies where to focus the future innovation effort.

We then translate that learning into inspiring, ownable and differentiating Strategic Innovation Platforms that will further focus the innovation effort and inspire a range of strong concepts an organization can uniquely exploit.

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Concept Development, Evaluation & Refinement
(Concept FactoryTM & Consumer DiscoveryTM)


ASG's multi-day Concept FactoryTM sessions are generally held at ASG's NewProductWorks innovation and product development center. This new concept process brings big ideas to life through our own unique brand of "inspired creativity". We set the stage for an interactive, uniquely creative ideation experience for your team; you'll develop a broad range of seed ideas/concept skeletons...ideas that ultimately lead to breakthrough product concepts.

Once innovation concepts have been developed, evaluation and refinement is done via our iterative Consumer DiscoveryTM process. We use this qualitative research/ideation technique to talk to the right consumers, whose input helps assess, enhance, and prioritize new business, product, service, program, or positioning concepts. During Consumer DiscoveryTM, concepts are refined, culled and generated based on consumer input. New and changed concepts are discussed immediately in the next group, so we can be sure the changes are truly improvements. As we approach the end of the process, the strongest concepts will have been clearly identified.

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"Your work is the best! From business analysis to creative visioning your work is grounded, practical and actionable. Looking forward to working with you again in the future"

VP, Marketing/R&D
Household Products