Innovative Customer Research and Brand Repositioning

A hallmark of the Fig Tree Group’s work is the foundation of customer research.  For over two decades, Carter Welch has led breakthrough marketing research that has transformed businesses. 

The Crisco brand was losing market share because people were baking much less.  To understand the real value proposition for the brand and to identify the fundamental reasons why people bake, Carter designed and led pioneering in-home market research. He brought camera crews into women’s homes throughout the country, interviewing them and capturing their baking passion.  The insights led to a transformation of the brand’s value proposition, leading to successful changes throughout the marketing mix.  This innovative approach was later adopted by Procter & Gamble and used throughout the company with great success.

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