Most brands look for growth in obvious places
But real growth opportunity lives in the grey. Hidden in the nuance we overlook, the consumer tensions that lie beneath the surface and the unmet needs behind behaviors
Grey ~ the complexity and nuance that exists between black and white
Finding opportunity in the grey means seeing what others don’t and asking the questions no one else does
At Grey Zebra, we believe this is where growth potential lies. Through consumer research and insight, we decode ambiguity to uncover opportunities and partner with you to turn them into clear and actionable strategies for your brand.
Consumer Insights
and Brand Strategy
What we do
Using our Growth Framework, we answer key questions to shape consumer centric strategies and action plans that unlock growth
Our work creates clarity so you can make decisions.
We go beyond insights to deliver clear choices and actionable plans that create business impact
Our Offering
Brand Positioning
Core Target Definition
New brand development
Go To Market Planning
Defining KPI’s
Growth Strategy
Message framework
Retailer storytelling
Creative Briefing
Competitive comms audits
Message testing
Communication Strategy
Consumer Focus Groups
Consumer Shop alongs
In Depth Interviews
Category Trends & Foresight
Workshop Facilitation
Consumer Research & Workshops
Brand Health
Shopper Journey
Category & Brand Audits
Synthesis of existing data to extract insights
Consumer Data & Analysis
About Us
We partner with you end-to-end, from asking the right questions to embedding insight into strategy and action planning. The result is alignment, momentum and impact
Colleen Funkey, Founder
Over 20 years global brand marketing, research, insights and strategy experience working with the world’s most iconic and beloved brands (Estée Lauder, Clinique, MAC, La Mer, Bobbi Brown, Budweiser, Bud Light, Michelob Ultra, Colgate)
Former VP Insights at The Estée Lauder Companies, Global Director at Anheuser Busch InBev, Senior marketing manager at Colgate-Palmolive
US Effie and David Ogilvy Marketing and Creative effectiveness judge for 8 years
Guest lecturer at University of Miami and Florida Atlantic University (FAU).
Regular contributor to All Things Insights, exploring the intersection of consumer insights and business impact
Contact Us
Curious what you could find in the grey?
Let’s connect and explore how working with Grey Zebra can unlock clarity, confidence and growth for your brand