How Can You Grow Your Market?

We combine custom research, sophisticated diagnosis, and collaborative planning to inform each customer strategy.

  • What do you know about your customer?
  • How can you gain a competitive edge?
  • Where are the opportunities for immediate growth?

Get a free download of several case studies and deliverables from Cicero clients that helped them gain a data-driven edge.

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Drive Growth

When considering entry to a new market, companies often struggle to understand the attractiveness of the market and the influence of the market forces in play. Cicero gathers and analyzes primary and secondary data to understand a market by volume, value, and major forces. We use several analytic processes, including conducting competitor analysis, studying pricing decisions, and evaluating the economic environment to build a comprehensive strategy to help a company navigate dynamic market forces.

A brand is one of the most important assets a company owns. We focus on positioning our clients’ brands to perfectly fit evolving markets. We leverage our market research to help companies craft a strategy that takes full advantage of innovation and change.

Our focus on brand management shifts customer demand in favor of our clients and strengthens competitive positions through a blended strategy of marketing, resource allocation, and brand alignment to increase sales and profits. In a marketplace flooded with information, differentiating products and services has become increasingly difficult. Cicero helps companies stand out by aligning brand messaging with brand and consumer values.

Understanding consumer decision-making is the crux of many go-to-market strategies. In this arena the stakes are high and consumer information is limited. One of the ways we help our clients navigate the difficultly and ambiguity of a go-to-market strategy is through conjoint analysis. Conjoint analysis is a sophisticated research technique used to model decision-making and identify unique consumer preferences. Our approach to conjoint blends statistical expertise with strategy consulting to address a range of complex business challenges, such as attribute prioritization, product bundling, price optimization, market share growth, cannibalization, and more.

The customer experience is key to building a brand and a company.  We push our clients to measure the customer experience at the journey level, as opposed to looking only at transactional touchpoints or overall satisfaction. We also rely upon the latest and greatest tools and technologies that capture customer feedback on a real-time basis from multiple channels and integrate survey results, social-media posts, and operational data into comprehensive, role-specific dashboards. We use a variety of analyses to view customer touch points and how they, the customers, interact with our clients. Based on the data we receive and the observations we make, we develop patterns and strategies to improve customer interaction and brand development.

If your organization uses the Qualtrics Experience Management Platform™ we can help your team ask the right questions and ensure you’re maximizing value. We’re proud members of the Qualtrics Partner Network.

A company’s customer base can include a broad range of needs and behaviors, all with a unique set of motivations and influences. Cicero knows how to discover different needs and interests by harnessing the information gathered in quantitative studies, interviews, and focus groups, and using advanced analytics techniques to analyze the naturally segmented market. We help our clients understand their target market, evaluate which customers yield the highest value, and help companies understand what makes a loyal customer and what brings them back for more.

Segmentation enables more relevant, compelling outreach to customers and a more intentional focus on engaging customers most aligned with an organization’s brand, cause, and strategic priorities.

Concept testing and feature optimization is a critical step in evaluating product/service ideas in different stages of their development, or to understand how to reposition and optimize existing products/services.

We combine qualitative and quantitative methods to help clients test early product ideas, full-blown concepts of products/services, or add-on features to existing product/services.

Our qualitative methods can be used to explore perceptions, generate ideas and give directions for fine-tuning product concepts.

Our Quantitative data collection and analysis techniques are used to assess viability and demand, key benefits, message points, and ultimately identify a winning product/service idea.

Word of mouth has long been recognized as an essential market factor, but only recently has it been possible to track it in real-time. We help firms aggregative and digest the massive amounts of brand-relevant data out there requires intense dedication and sophisticated analytic experience to decipher.  We combine traditional research techniques with new age social media extraction and analysis tools to help brands decode these consumer sentiments that are available online and turn them into tangible business initiatives to drive revenue or reduce costs.

Tangible Insights

We help clients translate primary insights about customers and markets into tangible business recommendations that drive growth.

Our approach positions brands, products, and services to perfectly fit ever-evolving markets. We leverage cutting edge primary research blending with advanced analytics to help clients craft a strategy that takes full advantage of innovation and change.

  • Create strategies that align with customer needs
  • Innovate new products that solve customer problems
  • Reposition your brand or offering to better compete with the market
  • Design a customer experience platform to keep a pulse on sentiment and improve operations

Our Experts

Lawrence Cowan

Lawrence Cowan

Sr. Partner

Lawrence Cowan is a Sr. Partner at Cicero Group and leader within Cicero’s data strategy and advanced analytics practice where he has experience helping Fortune 500 firms solve real business challenges with data, including attrition, segmentation, sales prioritization, pricing, and customer experience management. He also leads the firm in predictive analytics and big data-related engagements, applying Cicero’s deep expertise in strategy execution to ensure data delivers ROI.  He has partnered with companies to help them to shift from reactive to predictive analytics by collecting and analyzing real-time information and distributing it across the organization— allowing management to make better, faster decisions that move the business forward.


Cicero Group is a premier management consulting firm focused on implementing data-driven strategies for a broad mix of private, public, and social sector organizations across the globe. We work with top management to assess needs and provide data-driven decision support to capture and build value in a variety of industries and across a full range of organization structures.

We bring deep functional expertise in advanced research and analytics, strategy, operational excellence and trajectory transformation to identify and capture value for our clients. These are the pillars of Cicero Group’s overarching purpose: Help clients create and continuously deliver extraordinary results.