: We admit it - we got
frustrated. After spending years on new product and start-up ventures as well as providing
marketing and research methodology consulting to many of the best marketing firms, we got tired
of watching the methods employed lead to failure. Having studied closely what doesn’t lead
to success, we have learned what does.
As a result, Dovetail Choice Lab, Inc. built a new way to help create,
envision and successfully bring meaningful products, services, brand equity and ad
messaging to market.
“DoveTail Experimentation” is a provocative, simple way to uncover high return marketing ideas,
likely to succeed in market.
The Dovetail approach recognizes that when consumers make purchase
decisions, strategy and how an idea is executed are inseparable. Therefore we identify
breakthrough ideas by experimenting with a range of perceived real possibilities rather than
trying to set strategy at the "fuzzy front end" when it's virtually impossible to see big
opportunities and powerful ideas.
Discovering what will work in market is simplified and fast. We cut through complexity by
having consumers choose what stands-out, peaks their interest and creates
: From the beginning we link
experts in strategy, creative development and choice research. This mix provides the elements
critical to developing successful marketing ideas. We find what combination of message and
promise motivates the most consumers and for which situations. This deeper understanding and
valuable context leads to better ideas, more effective implementation and improved odds of
Unlike other consulting firms and marketing research suppliers we produce the broad range
of content and creative (expressed as tangible real products) required to learn
experimenting and to elicit spontaneous, real world reactions from
Our approach reflects how customers make shopping and purchase decisions - consumer or business
to business. It works equally well across a broad spectrum of industries; including packaged
goods, food, retail, restaurants,
telecommunications, healthcare, media and financial
Lead Consultant and Methodologist