Geppetto Opens G-Nome Quant Research Arm

In New York, WPP-owned youth marketing agency Geppetto Group has launched G-Nome Research, a full service quant division which the firm claims offers a 'different approach to decoding the consumer opportunity'.

Geppetto provides a range of research solutions aimed at understanding kids, teens, mothers and trendsetters. Its suite of qual services includes focus groups, depth interviews, ethnography and shop-alongs, as well as new product co-creation, qual-quant concept screening and trendsetter panels.

The firm's new G-Nome Research division offers quant techniques such as concept and product testing, tracking and segmentation, volumetric forecasting, price sensitivity testing and web site optimization. It has also developed several proprietary brand-building research techniques including Cool Quotient, a tool for understanding which brands are perceived as 'cool'; Brand Vitalizer, described as a creative approach to pinpointing the strongest areas for product development; and DNA Predictor, a system for assessing the potential of new products.

G-Nome Research is led by Karen Radkowsky, who previously built and led the marketing intelligence group at Ogilvy & Mather Advertising. During more than 25 years in market research, strategy development and assessment she also worked as a Research Director at BBDO Advertising, and she began her research career client side at L'Oreal and American Express.

Web sites: www.geppettogroup.com and www.g-nomeresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.