Edelman and StrategyOne, NY have moved into a new space at 250 Hudson Street in Lower Manhattan.
StrategyOne New York delivers actionable consumer insights, evidence-based communications strategies, media-genic insights, and customized approaches to measuring communications effectiveness. With an emphasis on health and consumer work, our clients have included the American Heart Association, AstraZeneca, Barilla, Bayer, Church & Dwight, Condé Nast, Dannon, GSK, Johnson & Johnson, Merck, Pepsi, Pfizer, Starbucks and Unilever.
We have a particular expertise in conducting thought leadership research to helps companies and brands stand for ideas that extend beyond their immediate product attributes. These multifaceted research programs typically include literature reviews, qualitative research, and quantitative survey work resulting in a published whitepaper. We help our clients forge collaborations between academic partners or independent third parties, brand marketers and communications agencies to explore the central research hypothesis from new angles, building on the existing body of knowledge.
Examples of recent thought leadership work include:
- Unilever/Dove - “The Real Truth About Beauty:” Ten-country study exploring women’s attitudes towards beauty. StrategyOne’s work was the basis for Dove’s successful campaign launch “Campaign for Real Beauty.”
- Unilever/OMO - “Children and Nature:” Eleven-country study among mothers examining the effects of children’s limited involvement children with nature today on their personal development
- Barilla – “Share the Table:” Examination of Americans’ beliefs, practices and barriers related to family meals and shared dining.
- MS Collaborative – “Staying Connected:” An exploration of the technology needs of people living with MS, supporting a collaboration between Microsoft, Bayer and the National MS Society
StrategyOne’s New York office also houses the Edelman Intellectual Property group, which directs thought leadership studies on behalf of Edelman. This practice produces the Edelman Trust Barometer, the firm’s flagship intellectual capital now in its eleventh year, which explores opinion leaders’ trust in institutions such as business and government, and beliefs about what companies need to do to earn and maintain trust. Edelman’s GoodPurpose™ study, now in its third year, looks at consumers’ views of how companies can marry brands with social purposes to put more meaning into their marketing and effect positive change for their consumers and a good cause at the same time. 2008 was the launch year for the Edelman Health Engagement Barometer, exploring how people expect companies and products involved with health to engage with them and help them live healthier lives. Other IP studies have included Men in the Home and the American Well-Being index.
