The StarPoint Consulting Group provides marketing consulting and supporting research services for B2C, B2B and NPO marketing organizations. 

Marketing Consulting

We offer consulting services for brand positioning & new product development, for development and assessment of communications programs and for the support of design services.

Research Capabilities

We are an evidenced-based marketing consultancy. Observation is our starting point and we are equally comfortable with qualitative and quantitative research approaches.

Category Experience

An overview of the marketing categories in which we have long track records and extensive experience…

About Us…

A short description of our operations: what we do, who we are and a list of clients we have been privileged to serve…  The “Contact Us” page is here, too!

Waiter Cc 1200 Depositphotos 115813700 Xl 2015

Supreme Court Decision Keeps Consumers in the Dark

A bedrock principle of classic micro-economic theory is that rational consumers will make better decisions when they have access to all the information that affects a transaction in a given market.  But in a head-snapping decision in favor of American Express, a 5-4 majority on the Supreme Court ruled that consumers would be better off if they were not exposed …

Read More

Startup Planning

When I first read Eric Ries’ definition of a startup, I laughed out loud because I thought it was the perfect description of a full-service advertising agency – or at least the one where I worked for 10 years. Every day of the week we created new products and services under conditions of extreme uncertainty, and we were good at it.

Read More
Dogs Depositphotos 78452896 Original

Private Label: Nourishing a Healthy Companion

I should confess that I hadn’t really given a lot of thought to private label brands for pet specialty retailers before I was contacted by Mark Kalaygian for this article in Pet Specialty Magazine – but I probably should have: it makes a lot of sense. A line of high-quality private label products can help not only to differentiate a retail …

Read More

Want to improve your foreign language skills? Volunteer!

It’s the season for New Year’s Resolutions: exercising, losing weight, saving money and getting organized top the list for most people. But for many others, learning a foreign language, or improving an existing (though potentially languishing) foreign language skill, is also a top consideration – somewhere between numbers 6 and 24 depending on the published list. I studied French in …

Read More
Qualitative research in fashion marketing

Moving from quantitative clues to qualitative insights in the fashion industry.

We are primarily a quantitative shop but we often we find it helps to use qualitative approaches to triangulate something we’ve found via a quantitative approach.

Read More
1200px Louisae

Qualitative Research: an Endangered Species?

An advertising agency executive responds… If not dead, I think traditional qualitative is becoming an endangered species. I’ve seen enough bad practice in focus groups – often driven by agencies and clients who have no real understanding of either the purpose or process – to cause everyone to question why they should continue with qualitative research or whether it should be euthanized. The …

Read More
In Defense Of Qualitative Research Header

In Defense of Qualitative Research

Qualitative is Dead. I had lunch recently with a good friend and former colleague who, like me, received his graduate training at a top-ranked Midwestern university known for its quantitative social science research programs. During our lunch he once again put forth the proposition that “Qualitative research is dead. And, besides, who needs it…?”

Read More