Pi-Consulting

The indications are that crude demographics have lost their power to define. Brand- and product-based studies suffer from their narrow focus, while focus groups reveal much but without statistical projectability. Mapping techniques can obscure as much as they reveal, and segmentation studies are showing their limitations. No single one of these techniques seems to be the comprehensive answer to advertisers’ need for reliable and actionable consumer insight data. Over-reliance on one or other of these tools risks missing the unexpected “stray bullets” which may herald a key market shift.
The world is ready for a new approach. Pi is ready to provide it.
Using a carefully-researched spectrum of global attitudinal archetypes, Pi and the “Pi-ChartTM” have been developed as a new graphics-based interactive tool responding to the known wants and needs of advertiser clients. The relevant sections of this website give detail.
Pi’s proprietary questionnaire and attitudinal spectrum, the basis of the “Pi-ChartTM”, have been validated against thousands of value and attitude questions fielded in past studies, and against the market models offered by 16 major MR suppliers. These include Censydiam/Synovate, the Schwartz Value Inventory, Synergy Consulting, VALS-2 and Yankelovich Monitor.