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We find insights that fuel growth

To grow requires a deep understanding of the end consumer. With our expertise, we leverage traditional and digital methods to uncover insights that fuel growth.
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Tools & Techniques

Consumer Observation

  • - Define objective/s
  • - Identify target group
  • - Identify tools for qualitative and quantitative research
  • - Analyse research findings

Consumption Analysis

  • - Identify consumption spaces through secondary research and experience
  • - Use of technology to gather and analyse data
  • - Cluster data into distinct spaces
  • - Size the consumption spaces and analyse the consumption

Featured Insights

Perspectives That Matter

Article

Getting timing right

The tasks that man has had to do to get by in life have remained stable over time. The need for shelter, nutrition, commute, avoid disease, seek pleas...

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Case Studies
Market Segmentation

A traditional B2B service catering to limited geography pivots to a SaaS solution for the industry

The client was looking to scale up their business, which was restricted to a few geographies and customer segments. However, the target market consisted of several types of businesses with differing needs and complexities of operations based on volume, frequency, size, value, and nature of business. This made it crucial to identify lucrative segments for the startup, develop specific feature sets for products and develop positioning for the brand. Additionally, as a traditional service, running in-house operations cost-effectively and scaling the business was a challenge. NorthSide Approach NorthSide led a 3-month in-depth research, analysis, and problem-solving exercise to reveal needs-based segments that felt underserved within the B2B industry. This helped identify potential groups of customers who shared similar unmet needs along one dimension. Conducted in-depth interviews with various customers representative of the industry. Uncovered 80+ specific expected outcomes for the customers across various dimensions. Performed statistical grouping of respondents with similar unmet outcomes. Personified the resultant segments with pricing and willingness to pay. Developed potential business concepts, including SaaS and traditional options, to meet unmet outcomes Created the final positioning concept for the SaaS solution. Developed the key communication tagline. Results NorthSide helped re-position the business as a SaaS solution for the industry. Increased focus on customer needs by providing a technology solution. The repositioning improved the overall efficiency and utilization of capital.

Creative Services

Develop and execute a new proposition for a large player in the consumer durables industry

NorthSide was approached to refresh a heritage brand and develop a proposition that stretches across multiple categories. NorthSide Approach 1. Identified the drivers and barriers for all categories and mapped the consumer decision journey. 2. Developed a category competition positioning framework. 3. Conducted consumer testing on three concepts and identified one that was differentiated and relevant for the brand. 4. Executed the proposition hands-on by developing scripts with creative partners and guiding them through the process, ensuring quantitative testing on clutter-breaking ability and persuasion before production. 4. Executed an ATL campaign across genres. 5. Developed the e-commerce strategy. Key Insight Homemakers seek to foster shared experiences that enhance family bonding and strengthen connections. Results Developed a single proposition that effectively extended the brand across four distinct categories. Quantitatively tested the proposition, which demonstrated strong clutter-breaking ability and persuasive impact. Helped develop a creative campaign for the four distinct categories Helped the client deploy media across traditional and digital media efficiently

Venture Incubation

Health food startup grows 100X with a new proposition

The client was seeking a consumer strategy and proposition to achieve product-market fit for a new high-fiber product that had been in the market for a few years but was not gaining traction among consumers. NorthSide developed a brand proposition by uncovering new consumer insights, redesigned the packaging to effectively communicate this proposition, created a key visual with a tagline, and set up and managed e-commerce operations to drive revenue. NorthSide Approach Targeted a lifestyle disease as the key segment for the product. Identified product-related feedback and made improvements. Re-vamped packaging in line with health, wellness, and natural product codes. Developed a clear consumer claim on the packaging, targeting the lifestyle disease segment. Added graphics & easy-to-understand instructions on the packaging. Created a consumer-facing key visual and a tagline. Developed and fully executed e-commerce strategies for the brand, including PR execution and a D2C website, resulting in significant growth. Key insight Consumers want to try and eat healthy but prefer options that are simple to use & understand. Results Achieved 100x revenue growth compared to the baseline within 24 months. Attained a 4+ star rating on major e-commerce marketplaces. Became the No. 1 selling brand in the category on e-commerce marketplaces.

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Creative Services

Right amount of iodine helps cognitive development among children

Tata Consumer Products wanted to drive the relevance of their signature product – Tata Salt among consumers. NorthSide worked with the client and ex...

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We are NorthSide. A strategy and execution company, that helps companies, incubate ventures and scale up brands by integrating market intelligence, insight generation, market segmentation, brand proposition development, creative services, e-commerce and quick commerce scale-up, all under one roof.

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