Brad Barash

Senior Vice President, Client Solutions @Vista Grande

At Vista Grande, we are reinventing conventional Shopper Insights, Brand Insights and Packaging Insights.We started with traditional Market Structures and Decision Trees, building our Category Choice Architecture® to address head on the limitations of existing approaches. First, we’ve widened the lens to give you a much bigger picture (the “Vista Grande”), interconnecting WHO the shopper is, WHY they are shopping your category, WHERE they prefer to shop for your products, and HOW they are shopping. Around that holistic framework, we provide two distinct but equally important deliverables: a Purchase Decision Hierarchy that uncovers the shopper’s sequential navigation/decision path (informs shopper marketing strategies), and a Market Structure that identifies direct product affinities (informs assortment strategies). We built our Brand Choice ArchitectureTM to have a similarly wide lens. The platform classifies and quantifies a broad array (much broader than traditional approaches) of functional and emotional benefits. We identify their relationships to each other and their impact on brand and product choice. The key deliverable is a blueprint for brand innovation and renovation with clear calls to action: what to fix first; what to leverage and optimize; where to place calculated bets in the near term and the long term to gain first move competitive advantage.Finally, we built Package Choice ArchitectureTM to contemporize traditional package testing methods for today’s marketplace. The goal is to provide you confidence to launch a packaging design that will break through at shelf (or online), communicate the desired equities and benefits, and ultimately persuade shoppers to purchase. Our behavioral based approach grounds respondents in a relevant shopper mindset. And, we simulate a real shopping experience with real retailer differences, not just a “generic” shelf meant to represent the full marketplace.