Business Details
35 Years
experience
Expert Marketing Research Services in Illinois
SFI Marketing Research Consultants has been delivering specialized qualitative and quantitative research with a marketing perspective since 1991. Our team of seasoned professionals brings over 25 years of combined experience in understanding consumer behavior, developing actionable strategies, and providing meaningful insights that drive strategic marketing decisions. We prioritize integrity and transparency in all client relationships, ensuring honest communication even when delivering challenging findings. Our deep rapport with consumers allows us to effectively advocate for their needs while maintaining a strong focus on uncovering the 'ah hah' moments that transform business outcomes.With expertise spanning diverse industriesfrom consumer packaged goods to healthcare and technologywe quickly grasp complex business situations to recommend optimal research methodologies. Our commitment to actionable results has fostered long-term collaborative partnerships with clients seeking data-driven solutions for both emerging and established products.
Services
Qualitative Research
Quantitative Research
Advertising Development
Brand Assessment
New Product Testing
Packaging Evaluation
Promotion Development
Category Analysis
Consumer Behavior Studies
Strategic Consulting
Details
- Year established: 1991
Highlights and features
- We offer 25+ years of specialized marketing research experience.
- Our team maintains complete transparency and ethical integrity in client relationships.
- We develop exceptional rapport with consumers to uncover authentic insights.
- Our cross-industry expertise enables tailored research methodologies for unique business needs.
- We deliver actionable recommendations focused on measurable business outcomes.
Services
Qualitative Research
Our qualitative research services uncover deep consumer motivations through focus groups, interviews, and ethnographic studies. We specialize in translating nuanced behaviors into strategic recommendations for brand positioning and product development. Our approach ensures clients gain actionable insights that align with real-world consumer expectations.
Quantitative Research
Quantitative research services provide statistically significant data through surveys and market analysis. We design precise measurement tools to evaluate brand performance, campaign effectiveness, and market trends. Our methodology combines advanced analytics with business context to support evidence-based decision-making for marketing strategies.
Advertising Development
Advertising development services optimize creative concepts through pre-testing and message refinement. We assess ad effectiveness across platforms to ensure alignment with target audiences. Our process identifies key messaging opportunities that enhance campaign impact and consumer engagement for measurable results.
Brand Assessment
Brand assessment services evaluate market perceptions through image studies and competitive analysis. We identify positioning opportunities that strengthen brand equity across product lines. Our diagnostics help clients refine messaging and visual identity to better resonate with their target demographics.
New Product Testing
New product testing services validate concepts through concept screening and feature optimization. We assess market readiness by evaluating consumer needs and competitive landscapes. Our research identifies key differentiators that maximize product success potential before launch.
People
Emily Chardell
Founder and President
Emily Chardell founded SFI in 1991 after 14 years at Leo Burnett, where she led client service teams for major brands like Procter & Gamble and McDonald's. She holds a Master's in advertising from Northwestern University and advocates for consumer perspectives in marketing decisions.
Questions
What industries do you specialize in?
We work across diverse sectors including consumer packaged goods, healthcare, technology, financial services, education, and hospitality, with expertise in both B2B and consumer markets.
How do you ensure research accuracy?
Our 25+ years of experience combined with rigorous methodology selection ensures precise data collection. We validate findings through multiple research approaches to guarantee reliable, actionable insights.
What makes your approach unique?
We combine deep consumer advocacy with strategic business perspective, maintaining long-term client partnerships to deliver research that directly impacts marketing outcomes and brand growth.
Can you handle international projects?
While based in Illinois, we collaborate with global partners to execute multi-market studies across North America, Europe, and Asia for comprehensive international insights.
How do you present research findings?
We deliver clear, actionable reports with visual data representations and strategic recommendations tailored to executive decision-makers, ensuring easy implementation of key insights.
