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WHAT THEY SAY ABOUT US:
“Just when you can't look at another PowerPoint marketing flowchart, Irma appears with just the right competitive shops, a network of experts with uncannily relevant viewpoints, and her own brand of refreshing optimism which she uses to weave a compellingly original view of the future. No-one has been a better partner, more able to inspire successful experiments, or more willing to share her insights all along the way. To all but my competitors I would say that you can't do better than Zandl.”
Cynthia Archer
VP Marketing and Development
Sunoco
“I have worked with the Zandl group for 3 years now -- and every project has been incredibly valuable to our organization. In our most recent work on Health & Wellness Trends, Irma and her team leveraged innovative qualitative techniques, read through countless syndicated and quantitative sources and mined blogs and social media to identify the forces impacting our category. The research helped us think about our innovation differently, and is used daily to "war game" against our competition. Irma is an incredible partner and will be called on by the Dannon S&I team again and again.”
Tracy Luckow
Sr Director of Strategy, Insights and Innovation
Dannon
“We hired the Zandl Group to provide us with a completely different perspective about the possibilities for repositioning ourselves than firms that traditionally serve our industry would be capable of giving us. Irma and her team have immersed themselves in our market and our institution and the observations that they have surfaced will be transformative for us. During the project, it seemed like Irma and her team lived, ate, and breathed all things Bryn Mawr. Irma "nailed it" when it came to synthesizing her team's findings and communicating them to different constituencies. I am so glad that the Zandl Group is one of our strategic partners. The results have been outstanding and it is fun and enlightening working with Irma.”
Jenny Rickard
Chief Enrollment & Communications Officer
Bryn Mawr College
“Working with Zandl is a great experience. You get innovative methodology, 100% commitment, and sound strategic direction. Their passion makes the research fun, their reports make it engaging and their expertise makes it actionable. They delivered on their most important promise -- They truly inspired.”
Flora Kelly
Manager, Consumer Insights
ESPN
“I admire the Zandl Group for being such diligent explorers of culture, asking the right questions and sharing the answers with the people who know those answers matter. Irma and the rest of the gang really do question everything, and their instinct and insight on contemporary culture make them a valuable resource for anyone trying to get in touch with what’s going on today.”
Shepard Fairey
Artist and Founder
Studio Number One
“I am very impressed by the Zandl Group. Over several projects we have developed a partnership which has proven to be tremendously valuable to our brand. What makes the group so exceptional is a unique combination of skills and resources: They provide an array of novel approaches and research techniques, they tap into an amazing network of diverse, articulate women, and they add rich knowledge of emerging and evolving trends. All this gives them the ability to develop holistic, actionable insights which truly sets them apart. – Not to mention working with Irma and her team is a lot of fun."
Frank Neumann
Director Customer Market Insights
Bath & Body Works
“Working with the Zandl group is a refreshing and rewarding experience. It is very special to find partners who think about consumers as people….and who care about understanding what motivates and inspires them as much as we do. Irma's expertise and savvy adds value to any strategic conversation. Plus…she always knows the best places to eat!”
Tracy Luckow
Manager, Strategy & Insights
PepsiCo
“Zandl is a great research company if you are trying to find the trends! Throughout our partnership with them, they were constantly sending updates on the newest advertisements, products, etc. that they came across. Their hip research approach, thoughtful recruiting, and trend-spotting were excellent. When the project was over, they went above and beyond expectations to help button up some final details. A true team effort up to the end.”
Kate Fortlage
Assistant Brand Manager
Kao Brands Company
“Working with Irma and her team was an absolute pleasure! Not only did they provide us with an innovative approach that led to motivating insights, Irma became an active member of our team. Her voice in our discussions always brought candor, truth and a lot of fun. She really has her finger on the pulse.”
Nadine Nicosia
Account Director
KBP Advertising
“The Zandl Group is all about ideas. Ideas that make you think. Ideas that tell a story. Sometimes, ideas that make you squirm. And Irma’s expertise in today’s cultural trends and consumer mood and mindset gives her the credentials. Bottom line, my clients feel informed and inspired.”
Stewart Young
Senior VP Research and Planning
BBDO
“The Zandl Group are a breath of fresh air to any marketer. Their unique ideas (from promotional concepts to new product launches) are always relevant to our core consumer target (21-34 year olds). The group’s proven ‘trend’ track record provides a comfort level that all initiatives are very much grounded in reality. In addition, their understanding of the diversified young adult market results in truly customized marketing initiatives (vs. other traditional agencies). The company’s expertise combined with Irma’s incredible passion and positive disposition makes a very powerful marketing resource. Irma Z is the Cat’s Meow!”
Carol Lloyd
Senior Marketing Manager
Bacardi-Martini
“I have been working with the Zandl Group for over a decade and they have the best grasp of today’s consumer of anyone I have worked with. The personal touch added to this work by Irma herself has been priceless. She often calls out of the blue with a key piece of information that miraculously links to our ongoing work and she genuinely cares about the influence she has on our decisions. Her thinking is fresh and refreshing compared to our standard research and thinking."
Jeff L. Hartley
Manager—Brand Character and Theme Research
General Motors Design
“We at Disney have many forecast services available to us, but in my opinion, there is no one better than you are. To spend time with you and discuss what is happening, why it is happening, and most importantly ‘what’s next’ is invaluable to our business. Your insights and suggestions have really helped us with our positioning in the marketplace. Look forward to your next visit, and thank you for your energy, insight and all your hard work.”
Dennis Green
VP Global Creative
Disney Consumer Products
“Irma Zandl provides marketing professionals with a unique, ecologically valid perspective on what’s “cool”; most importantly, she has unparalleled facility to communicate the richness of this information in highly actionable fashion. At a recent presentation, Irma previewed trends for a large group of movie, video and music marketers at 20th Century Fox, including several senior executives who are rarely impressed by any sort of research. She received the strongest validation possible, including comments like “We have to bring her back to speak to every marketer in the company” and “We should listen to her before we choose what movies to make.”
Danny Kaye
Executive VP of Global Research and Technology Strategy
20th Century Fox
“Irma Zandl gives a great presentation. Her well-researched insights are right on target, and she presents in an upbeat, engaging way that gets and holds attention. Irma tailored her remarks to reflect trends in our industry, which made her presentation all the more compelling.”
Steve Sanger
CEO
General Mills
“The Zandl Group was particularly suited to embark on this adventure with us. Their expertise in trend forward thinking was critical in grasping future oriented implications of this ground breaking work. Their expertise in creating a strategically grounded research methodology designed to deliver depth of comprehension on the impact new visual media technologies were having in the lives of real people was impressive. Their ability to hit the recruitment specifications spot-on was mandatory to success. They delivered on all and beyond; as they have consistently done over an extended period of time with quality, integrity, tenacity and good spirit.”
Esther Franklin
EVP, Director Cultural Identities
Starcom MediaVest Group
“The Zandl Group is known by marketers as an acknowledged expert in the field of consumer insight. Their information gathering techniques fit the lifestyles of consumers, and their analytical insights are intuitive, enlightening, and actionable. They also have the ability to tailor projects to meet the objectives of smaller scope as well as larger projects.”
Sylvia Oriatti
Director—New Product Development
Dean Foods Co.
“The Zandl Group displays superior knowledge of the young adult market. Irma Zandl’s warm, straightforward yet fun approach yields quality information and insights that allows marketers to develop actionable strategies and execute meaningful plans. The Zandl Group helps their clients find the truths about the young adult market.”
Ray McDonald
VP Marketing
Wolverine World Wide
“Our eyes were opened wide (sometimes in shock!) as Zandl surrounded us with insights through video, collage and presentation. It was a perfect springboard to new product development.”
Janine Davis
President
Pivotal Insights
“Thank you for your involvement in our Management Committee meeting. I found your presentation to be thought provoking as well as insightful to our business. The challenges we face are significant, and our future success will depend largely on our ability to connect with our consumer and the changing culture of the people in and outside of this country. You've helped us better understand the facts of our reality and this is something best brought to light by an ouside perspective. I look forward to seeing you again in the near future.”
August A. Busch IV
President
Anheuser-Busch
“The Zandl Group has been instrumental in helping us hone the relevancy of our marketing efforts. They play an important role as part of the Bacardi marketing team in providing direction and input on a wide range of elements in the marketing mix, including advertising creative, new product development, promotions and drink ideas. The Zandl Group helps keep us connected to our target and is a great sounding board for a variety of brand messaging issues. We see Irma Zandl and her group as an extension of our marketing department who we trust and enjoy working with. At the end of the day, they add tremendous value to our efforts.”
John Gomez
CMO
Bacardi
“I can’t imagine working on a youth-marketing assignment and not having access to Zandl’s HOT SHEET. It tells what kids are into with some trend forecasting upfront. It’s the only tool I know that covers such a broad range of subjects so frequently. Zandl is the best way for us to keep our finger on what’s going on.”
Cathy Liepe Maas
Senior Partner/Strategic Planning Director
J. Walter Thompson
“I look forward to reading the HOT SHEET. It has a pulse that I find exciting and enlightening. It keeps me current and aware of what’s happening. THE HOT SHEET brings things to life for me—and then I begin to notice similar examples in real life. Since I’ve been reading the HOT SHEET for 8 or 10 years, it’s been interesting to see what continues and grows, what wanes and what re-surfaces with a new twist.”
Kathleen Alfano, Ph.D.
Research and Development
Fisher-Price
“Ford Motor Company has been a HOT SHEET subscriber for many years. It has been, and continues to be, a great source of insight and understanding into the young adult market. We are very pleased with the support and responsiveness of the Zandl Group and enjoy working with Richard Leonard and Irma Zandl.”
Mary Klupp
Global Consumer Insights Manager
Ford Motor Co.
“The Zandl Group was fantastic! We not only got the insights and direction we were looking for, we got 20 years of Irma's experience and the cumulative experience of the whole team (and not an m&m in sight!).”
Christopher Keefe
Partner, Managing Director
Full Contact Advertising
“Zandlicious! Irma and her team immersed us in deep consumer insight goodness that fueled all our strategic, brand and creative development. how inspiring!”
John Young
Partner
Full Contact Advertising
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