Blind spots are the hidden dangers that stand between your business and its true potential. Through Market Research, we not only answer the questions you currently have, we can help you ask additional ones to illuminate critical areas of importance that you weren’t aware of. That way, you’re never in the dark when exploring the path to growing your business.


Does your data give you a complete and accurate view of your business performance, or does it feel like you’re not getting the whole story? Business Intelligence integrates all of your data within a single warehouse, organizing the information so that it’s consumable and actionable. It’s a holistic approach to shaping your data—and how you interact with it—to inform your Business Strategy.


Your Business Strategy is fueled by knowledge, whether harvesting insights from market research or translating your data into actionable business intelligence. We use this information to create a support system that helps you make informed, confident decisions across your entire company—measuring impact so you can adapt to the changing business environment with speed, agility, and accuracy.


More than knowledge, we provide understanding.

How did the concessions operators of a Major League Baseball park seek to save millions of dollars in wasted sausage?

The client had plenty of data, but couldn’t find the story within the numbers. Specifically, they tracked sales at each concession stand but failed to look at the bigger picture of production across the entire stadium. When Pathfinder analyzed the data—aggregating the information across all concessions—we found that sausage sales dipped significantly after the sixth inning, while production continued through to the end of the game. Armed with this intelligence, the client could potentially save up to $14,000 per game in wasted product if they stopped making sausage in the seventh inning. With 81 home games, that's a potential savings of over $1.1 million.

What did a jigsaw puzzle manufacturer do to become the #1 selling puzzle brand at Walmart?

The client wanted to understand the puzzle market better in order to increase sales. To accomplish this, Pathfinder went directly to the puzzling public, conducting focus group research supplemented by two national surveys to document behaviors, preferences, and how customers interact with the product itself. We discovered that the secret to sales was not in the puzzle, but in the packaging. Using the upturned lid to hold the pieces, customers wanted to be able to view the puzzle image on the side of the box during assembly. Because the image appeared upside down when the lid was turned over, the manufacturer simply inverted it to better accommodate their current customers—and attract new ones.

How did a pharmaceutical company translate their success in a single market to others across the country?

When marketing their product to help treat children with lice, the client assumed that families would be their optimum target. To be sure, Pathfinder applied data analytics to their entire U.S. footprint and noticed that one market was generating sales that were 35 times greater than the rest of the country. Further research indicated that the sales spike resulted from clinics recommending the client’s brand of treatment to their patients—not consumers finding it on their own. These insights compelled the client to shift their marketing investment toward targeting clinics, rather than customers, going forward.

Why would a tattoo care company market their products in the middle of nowhere?

Like many businesses, this client used demographic-driven insights to market their tattoo care products, specifically targeting Millennials in urban and other highly populated regions. So when they noticed significant sales volume in rural areas, they wanted to know why. Pathfinder took their research beyond the limitations of demographic data to identify other audience segments that are likely to have tattoos. What we learned from viewing additional data was that ranchers and farmers were among the highest occupational groups that had tattoos. This new insight informed a geo-targeting strategy that focused on agricultural areas to optimize the client’s marketing spend and drive sales.

How did an eye drop manufacturer determine promotional pricing that benefited multiple retailers while driving top-line sales?

Our client wanted to know which retailer’s promotion of their eye drops was achieving the best results. They also needed a strategic plan to duplicate that promotion across multiple retail partnerships to prevent any single outlet from cannibalizing their business. Pathfinder understood that the go-forward strategy wasn’t just about discounts, but also why consumers responded to one promotion over the others.

After using data analytics to determine the most successful retailer, we applied research to learn exactly what influenced their consumers’ buying decision. We discovered that the promotion—while deliberate—was perceived as a mistake due to the dramatic value to the consumer. As a result, consumers purchased greater quantities of eye drops thinking that the price would be readjusted once the “error” was detected. Our client was then able to share the specifics behind this promotional best-practice with all of their retailers, which boosted top-line sales across partnerships.


Take your first step toward better business performance.


At Pathfinder, our approach to research, intelligence, and strategy isn’t just scientific. It’s personal. Let us illuminate the insights to help you grow.

Email: alewis@pathfinderinsights.com
Phone: 716.674.3151
4493 Walden Avenue
Lancaster, NY 14086
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