Strategic Applications:
Putting Human Insights to Work
We’re fortunate to work with some of the most enviable brands in the world. But, what matters even more to us are the remarkable humans we partner with daily. They are ambitious, empathetic, and courageous leaders focused on creating real value for the people they serve.
Finding Fresh Relevance as a Legacy Brand
Listen to our Founder, George Carey, discuss shifting human priorities with our client, The LEGO Group, on The CMO Podcast with Jim Stengel. This episode explores how humans have fundamentally changed over the past five years and how the LEGO Brand has leveraged these unique insights in their pursuit towards sustainable growth.
Proudly working with:
From audience intelligence to brand strategy and messaging optimization, our model creates advantage across your organization.
Our Custom Applications typically start either with a people question or a business question.
What makes our model unique is that regardless of where an exploratory starts, we map the business situation, the human conditions driving it, and the actionable pathways to address.
People Driven
Deeply understand where a cohort, segment, or design target is today and where they are shifting in order to craft messaging and products that will help a business resonate and successfully acquire, grow, or retain a particular audience.
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We help brands deeply understand what's changing for the audiences that matter most, whether that’s Gen Z, Millennial parents, low-income customers, or emerging segments you want to reach next.
Using our proprietary model of quantified human priorities, we reveal what these groups care most about, how their needs differ, and how those priorities are shifting over time. This delivers comparable, trackable insight that goes deeper than general attitudes and behaviors, helping you connect with the audiences you serve and the ones you're trying to win.
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This analysis reveals the real drivers behind brand loyalty and customer churn by examining both current loyalists and recently lapsed customers. Using a human-centered approach, we uncover what's building loyalty, what's driving customers away, and how those dynamics differ across audience segments.
The result: clearer direction on how to focus customer acquisition efforts, improve retention rates, and build loyalty strategies that actually resonate. This is especially valuable for brands diagnosing performance shifts or competing in crowded categories. -
We help brands identify their true competition by mapping categories more broadly around human needs. This provides a unique view beyond the traditional categories and products to reveal the specific needs brands are solving for and associated with, whether that's enabling play, fostering self-recovery, or facilitating connection – often revealing meaningful disconnects or open territories.
This human-centered approach uncovers non-obvious competitors, identifies emerging category threats, and shows how well your brand is keeping pace with evolving customer priorities. The result: a more strategic, future-focused view of where to compete and how to win.
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Utilizing our model and historical data, we map your customers' core human priorities against their emotional associations with your category, your brand, and key competitors, revealing where these worlds align and where critical gaps exist.
This analysis provides a clear, data-driven view of your competitive position and shows exactly where to strengthen brand relevance as customer priorities evolve. It's particularly valuable for brands facing new competition, repositioning, or navigating category disruption. -
This analysis shows how brands across your portfolio align with the human priorities that matter most to customers. We identify which priorities each brand meaningfully delivers on, where brands overlap or compete with one another, and which customer needs remain underserved.
The result is a strategic, human-centric roadmap for portfolio differentiation, brand innovation, and growth—surfacing redundancies, gaps, and opportunities that traditional brand architecture analysis often misses. -
We help brands navigate disruptive innovation by understanding customer adoption through human priorities rather than traditional diffusion models alone. By revealing how changing priorities drive adoption, resistance, and eventual normalization, we provide a strategic roadmap for positioning and messaging as categories mature and customer expectations evolve.
This is especially valuable for brands launching in emerging categories, competing against disruptors, or need to evolve positionings as their category transforms.
Business Driven
Focused discovery around a specific question, issue, or opportunity space to uncover the human-related drivers, challenges, and pathways in order to gain strategic clarity and an actionable plan towards progress.
Ready to Apply These Insights?
Let's discuss how Human-ology can support your strategic goals.