National Research Group is the leading global insights and strategy consultancy at the intersection of technology, content, and culture.
For over four decades, NRG has worked with the most creative storytellers in technology platforms, gaming, sports, and media. Our
team of experts brings deep subject knowledge powered by novel thought leadership and solutions that keep clients ahead of trends and market shifts.
We focus on specific areas of expertise and our business units–technology devices and services, streaming and creator platforms, and content and strategy–are supported by global syndicated studies, trends and futures, data science, and rigorous fieldwork operations. We deliver a range of solutions with a distinctly NRG frame of reference.
Agile Insights
Experiential and Behavioral Methods
Activation
Audience Panels and Access
Agile Insights
Agile Insights
NRG combines deep expertise in consumer behavior with cutting-edge data science to create agile, actionable insights that drive business growth. Innovations we have recently launched include:
Test and Learn Personas Integrates segmentation with archetypes to create interactive personas to enable testing of new product concepts, messaging and communications, while providing a rapid, iterative means of assessing a simulated reactions based on the underlying segmentation profiles.
Personas: Integrates segmentation with archetypes to create interactive personas, enabling testing of new product concepts, messaging and communications, and to quickly and iteratively assess a simulated reaction based on the underlying segmentation profiles[RB1] [SH2] [NL3] [SH4] [NL5] .
Qual[RB6] at Scale: Our agile qual at scale capability delivers quantified insights with qualitative context. Our qual at scale offer is deployed by clients as rolling research programs and for fast turn inputs on communications, new products and services, and consumer insights.
[RB1]@Natalie Lacey
Here is a deck on synthetic personas
https://docs.google.com/presentation/d/1S8GJ14C9uK_hk4tejbbcYz-3oycvFDlBG2KBiQ2TuN4/edit?usp=sharing
[SH2]I wouldn't lead with AI powered methods if this is for MSFT. While they are experimenting with AI personas, they are definitely not sold on this methodology yet. Also, our SOWs with MSFT have language limiting use of AI. For example "Supplier shall only use AI Services that are Microsoft’s first-party products or built on Microsoft’s
first-party products, such as Bing Chat for Enterprise and Azure OpenAI Service, that Supplier itself
owns a valid license to use (collectively, “First-Party AI Services”), unless such First-Party AI
Services are not applicable, inadequate or impractical to meet Supplier’s reasonable needs in
providing the Services and Deliverables."
And specifically related to synthetic data: "If any synthetic data is created for purposes of this SOW, whether identified as part
of the Services, Deliverables, or otherwise, Supplier agrees that such synthetic data shall constitute a
Deliverable and further agrees that:
(a) Microsoft shall own all synthetic data, including any related code and derived outputs, and all
intellectual property rights applicable to such data"
I think AI could be a bit problematic to highlight too much in our differentiation
[NL3]@Susan Hoxie I’ve renamed these to their benefits as Agile Insights. WDYT?
[SH4]I like the renaming. Question though - is our synthetic personas approach built on MSFT technology as required by our SOWs with them?
[NL5]We can adapt as necessary!
[RB6]@Natalie Lacey
In the first week of the new year, I’ll be working with the team on our Qual at Scale narrative. Fotoulla has also been asked to get involved in ths
Qual at Scale Our agile qual at scale capability delivers quantified insights with qualitative context. Our qual at scale offer is deployed by clients as rolling research programs and for fast turn inputs on communications, new products and services, and consumer insights.
Audience Panels and Access
Experiential and Behavioral Methods
Activation
Audience Panels and Access
Experiential and Behavioral Methods
Activation
Agile Insights
Audience Panels and Access
NRG specializes in reaching niche, hard-to-find audiences, delivering high-quality insights for B2B, tech, and other specialized sectors. Our targeted audience panels provide fast, reliable access to critical segments, enabling you to tap into the right groups for actionable research that drives business strategy.
B2B Targeting We specialize in working with targeted business audiences, including ITDMs, SMBs, and CIOs, supported by internal experts who ensure high-quality respondents through trusted partnerships and professional networks. We deliver strategic research with specialized audiences for a set of services including brand, new product and service development and communications.
KOL Compass Understanding the policy and regulatory landscape is more important than ever. NRG has built a proprietary high quality target panel of key opinion leaders to enable engagement with a targeted and carefully chosen audience for a broad set of research objectives.
Audience Panels and Access
Experiential and Behavioral Methods
Activation
Agile Insights
Experiential and Behavioral methods
We leverage advanced behavioral and telemetry data and experiential research to uncover insights that go beyond what consumers say to what they truly do. Through techniques like biometrics and real-time data analysis, we offer a deeper understanding of consumer behavior, enabling you to make informed, evidence-backed decisions.
NRG is well versed in the use and applicaton of methods such as biometrics, behavioral data, in-the-moment techniques, and adanced analytics to uncover insights that are not evident through stated opinions. While the tools may be familiar, we apply the methods through qualitative, quantitative, and mixed methodologies to adddress often sticky or challenging use cases.
KOL Biometric Wristbands Our wristbands take a neuroscience approach to tracking an audience's attention to, and emotional resonance with a movie or TV show. The bands detect cardiac activity, reflective of the release of neurochemicals in the brain, which translates to meaningful outcomes like recall, intent-to-view, and word of mouth.
Audience Panels and Access
Experiential and Behavioral Methods
Activation
Agile Insights
Activation
At NRG we understand that insights are only valuable when they can be activated effectively across your organization. Our data integration and activation services ensure that you can leverage the insights we provide to drive meaningful actions in marketing, sales, and product development.
NRG is well versed in the use and applicaton of methods such as biometrics, behavioral data, in-the-moment techniques and adanced analytics to uncover insights that are not evident through stated opinions. While the tools may be familiar, we apply the methods through qualitative, quantitative and mixed methodoligies to adddress often sticky or challenging use cases.
Media Targeting AudienceIQ, one of our flagship syndicated studies, empowers brands to amplify the impact of their digital and programmatic media campaigns by integrating high-quality survey research for precise targeting and enhanced efficiency. AudienceIQ enables seamless integration of thousands of custom segments into a campaign via LiveRamp's Connect platform or other premier data marketplaces to enable campaign planning, engagement, and activation of proprietary audience segments.
1P Data Integration We work with clients to combine and integrate customer data or external syndicated data with custom survey outputs and segmentations to enable internal activation.
NRG works differently. We are passionate practioners. The team you see in the proposal is the team you see start to finish, including our senior leaders. Every study matters regardless of scope, size, or coverage.
How We Work
Have you ever lost a great insight in a bar chart? Our expert designers are part of the research team, ensuring the key findings are effectively communicated through design and content.
Our reporting brings the insights to light
25% of total globally
The smallest group, these viewers seek to build community and share interests, and are the most receptive to advertising.
COMMUNITY CRAVERS
CLICK THROUGH TO VIEW EXAMPLES OF OUR WORK
31% of total globally
The second largest group, these viewers use social video to learn, seek advice, develop skills and pursue hobbies.
KNOWLEDGE SEEKERS
CLICK THROUGH TO VIEW EXAMPLES OF OUR WORK
44% of total globally
The largest group, these viewers prefer light-hearted content that helps pass the time.
FEEL-GOOD FANS
CLICK THROUGH TO VIEW EXAMPLES OF OUR WORK
NRG places great importance on building learning and knowledge of context, trends, and behaviors among consumers, influencers, and B2B audiences. We have invested heavily in thought leadership in the technology space, often in partnership with clients, providing unique perspectives with varied audiences enabling more relevant research insights.
We invest in Knowledge
At our core, we are diligent, thoughtful researchers. Our operations and methodology specialists work hand in hand with client service teams to ensure the underlying data, in whatever its form, is reliable. Our outputs deliver confidence.
Rigor and Responsibility
Learn more about how the NRG experience is unlike other supplier relationships
Get in touch:
Benjamin Rogers
Susie Hoxie
Benjamin.Rogers@nrgmr.com
Here is a sample of our slides:
Susan Hoxie
Susan.Hoxie@nrgmr.com
Benjamin.Rogers@nrgmr.com
Nick Crofoot
Nick.Crofoot@nrgmr.com
Natalie Lacey
Natalie.Lacey@nrgmr.com
nrgmr.com
CLICK TO EXPLORE
Targeted Panels NRG recognizes the value of having access to low incidence target audiences We have established qualified panels of key segments of interest including Creators, Tech Power Users, and Gamers. Having respondents "ready to go" enables fast turnaround research for qualitative insights, a short quick read poll, or longer in-depth survey.
25% of total globally
The smallest group, these viewers seek to build community and share interests, and are the most receptive to advertising.
COMMUNITY CRAVERS
CLICK THROUGH TO VIEW EXAMPLES OF OUR WORK
25% of total globally
The smallest group, these viewers seek to build community and share interests, and are the most receptive to advertising.
COMMUNITY CRAVERS
CLICK THROUGH TO VIEW EXAMPLES OF OUR WORK
CLICK EACH SECTION ONE AT A TIME