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More than 100 years ago, J.P. Morgan observed, “A man always has two reasons for doing anything: a good reason and the real reason.” But it wasn’t until brain science allowed a deeper analysis of what really happens when people make decisions that it became possible to design communications to work the way the brain works. MARC USA has made understanding the science of decisions the focal point of our strategic planning process.
Our Approach section offers a deeper look at our strategic process.
In addition to our internal expertise, our strategic alliance with Carnegie Mellon University gives our clients access to leading experts in Behavioral Economics and decision science. We apply this knowledge through the entire development process, from strategy to creative development to engagement planning. Using our proprietary research tools, we define strategies that are designed to create the actions that lead to business results. It may mean a new or expanded target audience, a new way of looking at the category or a new way to make the values inherent in the brand emotionally relevant to the target. It always means measurable results.
Our research team offers a broad range of experience in all areas of qualitative and quantitative research across market segments, including consumer general market, multicultural markets and B2B. Planners are integral members of every client-centered team and work closely with our researchers.