Former Incite Execs Launch 'Old Salt' Consultancy

In the US Kevin Kruper and Rocky Prozeller, former directors of British-based MR firm Incite, have launched a boutique insights consultancy called Old Salt.

Kruper spent more than seven years building the US division of Incite in the role of US MD, having previously held senior roles at InsightExpress, Kantar (initially NFO WorldGroup), and Taylor Research. Prozeller worked alongside Kruper at Incite, after serving as Client Director at The Leading Edge, and in roles at StrategyOne and C Space.

Their new firm Old Salt, with operations in Boston and New York City, specializes in brand, product, communications, and strategy research. Qualitative techniques include traditional discussion groups and in-depths; consumer immersions; ethnography; and communities, while Old Salt's quant approach includes segmentation; advanced analytics; messaging, concept, product and ad testing; and modelling / forecasting.

The pair say their firm provides clients with senior hands-on practitioners who handle all aspects of a project. 'We recognized the power in ensuring the same senior voices in boardrooms are the ones working the whiteboards', Kruper explained.

Web site: www.oldsalt.com .

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