At BASES we work with hundreds of clients - including many category leaders in consumer packaged goods, retailers, quick-serve restaurants, and beyond - to maximize the potential of their innovation efforts. Leveraging a combination of advanced predictive analytics, proprietary benchmark data, expert advice, and technology, BASES has been measuring the unmeasured and providing expert innovation consulting for 35+ years.
We recognize that not all innovations are created with the same goals in mind. Some new products are meant to be the next category-changing innovation, but others are launched to capitalize on a trend or to fill a niche opportunity. With varying goals in mind, the key to maximizing your return is pairing the right innovation with the right activation strategy. We have the tools and expertise to help organizations optimize the potential of their innovations from inception to launch and activation.
The BASES Pro Bono Minority Business Consulting Initiative is a sustainable opportunity for BASES to lend our innovation-focused research solutions and expert consulting to minority-owned businesses on a pro bono basis.
We are passionate about supporting minority communities and businesses. The objective of the initiative is to engage with our pro bono clients in the same way that we engage with our traditional clients. When our clients hire us, they seek and expect the full depth and breadth of the capabilities that BASES has to offer. Each project will be designed to address business-related challenges or opportunities within a company such as those related to growth planning, pack design, idea optimization and even pricing/promotion.
"At BASES, using our skills to build a better world is a part of our DNA. We are committed to helping minority-owned and operated businesses win because it is integral to see the representation of the world around us reflected in the clients we serve and communities we measure. By offering our tools and expert consulting pro bono, our goal is to support minority businesses as they make significant strides in the marketplace. This mission is personal to our organization."
Krystal Dawson, BASES North America Diversity & Inclusion Lead
This engagement evaluates very early ideas that need quick prioritization. This also provides insight into whether or not an idea can succeed, how to maximize success, & if a launch will meet revenue targets.
This engagement evaluates how to maximize an idea’s potential while providing a compelling narrative/recommended sell-in approach with the lens of a revenue projection.
This engagement evaluates an idea’s appeal, understanding of how to maximize success, and selection of the best design direction for a product’s package.
This engagement evaluates how to optimize a business’s portfolio and/or pricing strategy in addition to providing an understanding of how to maximize an idea's success potential with the lens of a revenue projection.
Step 1: Review
Potential clients are encouraged to review the initiative’s website, and frequently asked questions prior to submitting an application.
Step 2: Apply
Navigate to the bottom of this webpage to the “Click Here To Apply for a Project” button. You will be directed to the application.
Step 3: Collaborate
The BASES team will review applications, select and meet with finalists, and select the client within one month post the application deadline.
BASES drives better innovation outcomes by helping clients prioritize the right innovations with confidence and accurately understand potential:
How will my business benefit from working with BASES?
BASES is a trusted research partner, with validated tools and objective insights that can help with both internal decision-making and external story-telling. Clients should expect to walk away from the research project with a clearer vision of their future, actionable next steps, and a host of resources to execute against their objectives. Beyond the project itself, our pro bono minority business clients will have multiple opportunities to engage with BASES on an ongoing basis:
The project engagement timeline will vary depending on your business objectives and the scope of the work outlined. Most projects will last about 6 to 12 weeks from the first point of engagement to the final deliverable. In addition to the typical project engagement outlined below, additional email exchanges and live meeting touchpoints may be implemented by the client or the BASES team as needed. Please note that due to COVID-19, all engagements between the client and the BASES team will be 100% virtual until further notice.
Screening Call - A phone call scheduled with all application finalists to confirm high-level objectives and project fit.
Client Objectives Meeting - The initial meeting between the selected client and the BASES project team to discuss the client’s objectives in detail. This meeting is used to determine the project scope and develop the proposal.
Pre-Field Check-In - A meeting to discuss project details, inputs, and high-level deliverables after the project scope has been finalized.
A detailed discussion with the client about what to expect from the research methodology and deliverables.
Report Delivery - The final report delivered to the client. Depending on the type of project engagement, there may be multiple phases of reports delivered to the client.
Client Presentation - The final report presented to the client. Depending on the type of project engagement, there may be multiple phases of presentations to the client.
Initial Follow-Up - A meeting to address any outstanding client questions and initiate any immediate follow-up needs.
Intermediate Follow-Ups (0-6 Months Post Delivery) - BASES will continue to support the client throughout the duration of results implementation. Check-ins can be scheduled as needed to consult on business progress and developing objectives.
Long Term Follow-Ups (6+ Months Post Delivery) - Meetings scheduled between the client and BASES regarding any additional consulting questions and/or additional BASES solutions that may help the client assess new business needs longer-term.
During this time, the BASES team may also share relevant content on the latest industry developments (i.e. Thought Leadership).
In Q4 2020, we selected Rocky Robinson as the winner. Our BASES consultants crafted a tailored analysis and recommendations that included category landscape dynamics, customer attitudes toward current offerings, future expansion possibility and optimizing ROcky Robinson as a brand.
In addition to the Pro Bono Minority Business Consulting Initiative, BASES supports a number of other efforts to promote diverse and inclusive communities. One example is our work with Lakeview Pantry in Chicago, Illinois.
Solution | Quick Screen | Rank and Sort | Idea Screen |
---|---|---|---|
Study Type | Idea Ranking | Idea Ranking | Idea Qualifying |
Purpose | Quickly Rank Ideas plus Guest Feedback | Rank Ideas with Feedback across multiple occasions | Evaluate & Qualify Ideas to Take Forward |
Deliverable | Online Results in Nielsen Studio (No Report) | Full Report + Strengths & Weaknesses in Nielsen Studio + Data File | Report + Data File |
Factors Included | 2 Factors • Need/Desire • Attention Catching (Uniqueness) Note: ideas are ranked relative to each other; no database comparison ADDITIONAL Strengths & Weaknesses Feedback Module |
2 Factors • Need/Desire • Attention Catching (Uniqueness) Note: No database comparison ADDITIONAL Strengths & Weaknesses Feedback Module |
4 Factors • Need/Desire • Advantage • Distinct Proposition • Attention Catching Note: INCLUDES database comparison |
Diagnostics | No Diagnostics | No Diagnostics | No Diagnostics |
Forecasting | No Forecast | No Forecast | No Forecast |
Timing (may change based on target groups) |
~24 Hours from Lockdown to Results | ~10 Business Days from Field Start to Results | ~15 Business Days from Field Start to Results |
Solution | Quick Screen | Snapshot | Optimizer | BASES I |
---|---|---|---|---|
Study Type | Concept Screen | Concept Screen | Concept Optimization | Concept Evaluation |
Purpose | Prioritize Concept(s) to Take Forward | Prioritize Concept(s) to Take Forward | Optimize Concept Variations into a Full Proposition | Qualify & Size the Concept, with Rigor |
Deliverable | Online Results in Nielsen Studio + Simplified Report + Exported Verbatims File | Full Report + Data File + Verbatims File | Full Report + Data File + Verbatims File | Full Report + Data File + Verbatims File |
Factors Included | 6 Factors • Need/Desire • Advantage • Distinct Proposition • Attention Catching • Credibility • Acceptable Costs |
6 Factors • Need/Desire • Advantage • Distinct Proposition • Attention Catching • Credibility • Acceptable Costs |
Optimize to Top 3 Concepts AND 6 Factors • Need/Desire • Advantage • Distinct Proposition • Attention Catching • Credibility • Acceptable Costs |
8 Factors Snapshot Factors + • Message Connection • Clear/Concise Message |
Diagnostics | Limited Diagnostics | Limited Diagnostics | Limited Diagnostics | Detailed + Custom Diagnostics |
Forecasting | OPTIONAL Simplified Forecast Add-On | OPTIONAL Simplified Forecast Add-On | OPTIONAL Simplified Forecast Add-On | Detailed Forecast Included |
Timing (may change based on target groups) |
~10 Business Days from Lockdown to Results | ~20 Business Days from Field Start to Results | ~35 Business Days from Field Start to Results | ~30 Business Days from Field Start to Results |
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