The Research and Strategy Phase involves LeverageResearch with ValueStructuring®. This differs from other qualitative research in that it reveals deeper motivational factors and considers the consumer's actions, attitudes and desires in their own language — something of immeasurable value to idenitity work and marketing communications.

Output from the Research & Strategy Phase is a set of identity solutions that are fully tuned to the current market and represent an optimum positioning for the company, supported by insightful research and the LeverageTeam's best collective judgment.