Outside-In Brands is a consumer insight & marketing strategy consultancy. So, what makes us different? We combine the speed of technology, the rigor of social science, and 15+ years Fortune 500 CI & ad agency experience. We use consumer research to understand the "why" behind the "what", creating compelling marketing strategies for Food & Beverage, Advertising, Hospitality and Creative industries in particular.
Get A Fresh Perspective
Fast & Actionable Online Research
Sometimes you need "numbers" to make confident marketing decisions. But why should a relatively straightforward quant study take 4-6 weeks and cost $40k+? Delivering custom survey research, we consult with you to determine the right questions to ask. Then we leverage technology to get smart & projectable results - fast.
Deeper Insights, Smarter Marketing
It’s estimated that up to 95% of cognition is unconscious, “System One” thinking: fast, instinctive and emotional. With a graduate degree in psychology, founder Lyle Swart uses nondirective techniques to understand the metaphors, association networks, emotions and unstated needs that are the real drivers of consumer behavior. Research can be conducted in-person, online via videochat, or with large sample sizes through a mixed-method design.
NPD That Takes Off
Lyle helped Taco Bell roll out new products ever few weeks. Outside-In has created a new NPD model that's based in design thinking, agile reserach, and co-creation. Small NPD teams ideate around real consumer "pain points". Prototypes are taken into stores for feedback from real customers. With a "Fail Fast" mindset, we rinse and repeat until we get it right.
Food & Beverage
We love food. With a proven track record of growing F&B brands, we have a huge network of former YUM! colleagues with specialized expertise. From consumer/food trends to NPD. From in-store experience to MarCom. From pricing to creating a layered marketing calendar. RTD coffee. Craft brew. Even branded produce. We've provided industry consultation to F&B companies, agencies, and Wall Street investment firms.
Emotionally Relevant Differentiation
Many marketers use a rational, linear approach to positioning. Yet, basic neuropsychological research and our exprience tell us that most consumer decisons are made emotionally - often below conscious awareness. We use a proprietary research and strategy model to get beyond consumer rationalizations to discover the true drivers of behavior. We deliver a Relevantly Differentiated positioning strategy that will emotionally engage consumers.
Creative Ideas Optimized
Creative Products, from advertising to entertainment, require a different research approach than tangible goods. At Taco Bell, Lyle's research optimized more than 150 national spots - representing a $1B+ media investment. Our diagnostic model - qual and/or quant - is used to understand the "hows" and "whys" behind the "whats" Never Pass/Fail, ideas for strategic and executional optimization.
Insights à la carte
Planning With An Edge
We've developed a unique, story-based approach to digging for communication insights and writing creative briefs. We look for and bring to life the sources of conflict that are necessary for any good story. And we build that creative tension into our briefs. Constructively pushing the quality of the work, we have the experience and executive chops needed to win new business pitches.
If You Only Knew ...
... What You Already Know. Most companies already have many more insights and ideas than they relaize. But Institution Knowhow but can be hard to tap into. We mine your existing research and people - adding syndicated and primary research as needed - with fresh eyes. We synthesize the data and deliver relevant, ownable, executable Innovation Platforms.
Marketing is an iterative art, full of twists and turns. We take a learn-as-you-go approach, mashing up traditional marketing research with newer, "agile research" (tech-driven, fast, affordable) techniques. Yes, we design & execute research. And we're quite good at it. But we're ultimately a consumer insight & brand strategy consultancy, using research as a means-to-an-end. At the end of the day, our job is to deliver consumer-centric product and communication strategies that grow your business.
Outside-In Brands is led by Founder and Strategist, Lyle Swart. Lyle has 15+ years of agency and client-side Fortune 250 experience. Previously, Lyle was Director of Consumer Insights and Brand Strategy at Taco Bell, where he drove product insights and strategy for Late Night, Breakfast, Value (Dollar Cravings Menu) and LTOs. Additionally, Lyle led all communications insights and research at Taco Bell for nearly 8 years, optimizing over 150 national spots - a media investment of more than $1B. Finally, Lyle also headed up Digital/Social marketing for two years at Taco Bell. An "ad guy" at heart, Lyle was Vice President of Account Planning at Foote, Cone & Belding. Lyle has a graduate degree in Psychology and has taught research at the University level. Below are just a few of the brands Lyle has worked on.