Every customer, in full color. Every move, Calculated.
Your customers are people, and people are complex: they are inherently emotional, and therefore impulsive and often inconsistent. Your customers are people that live day-to-day mostly without thinking about you or your brand or your business at all. Your customers are not ‘consumers’; to consume or to buy or to use is not their purpose, but rather a choice they make in the context of what else is important and meaningful in their lives.
To build products and experiences worth choosing, you should understand your customers as the people as they are — each one shaped by unique stories, values, and dreams, yet all of them connected by one thread or another of experience and language and culture. Context is everything.
Our role at Calculated is to help you understand your brand within the context of your customers lives, our goal to better inform your decision-making by opening your eyes to the vivid tapestry of emotion that is your customer.
We’re all in the people business, after all.
We’re a Market Research Firm
Emotion comes first.
We focus first on understanding how people feel as opposed to what they think, because feelings more reliably predict action. What that results in from a methodological standpoint is an increased focus on implicit methods designed to get people to react as opposed to consider.
Imaginative and integrated.
We deliver holistic perspectives on the issues at hand using integrated, state of the art methodologies that are anything but paint-by-numbers. We do this because the ‘Why’ is every bit as important as the ‘What’.
Threads of steel.
We build rich, data-based narratives to create understanding and compel action, each with a through-line woven of insight and strategic application. This because we know that while a good report can change the way you think, a good story can change your way of doing business.
Clients and Case Studies
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![Google logo]()
YouTube and Search (Fortune 50)
Usage & Attitude studies targeting users and content creators.
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![Belkin logo]()
Consumer Electronics
Global brand and competitive tracking.
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![Epson logo]()
Consumer Electronics
Product and communications development for printing, scanning and projecting.
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![Linksys logo]()
Consumer Electronics
Segmentation, Brand tracking, and Packaging development.
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![Arrow logo]()
Electronic Components Distribution and Enterprise IT Distribution (Fortune 100)
Brand and competitive tracking.
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![Arlo logo]()
Consumer Electronics
Segmentation and Product development.
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![VIZIO logo]()
Consumer Electronics
Brand and competitive tracking, Product development, Packaging development, Comms development, Usage & Attitudes studies.
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![UGG logo]()
Fashion
Usage & Attitudes studies targeted at both men and women, Comms development.
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![Ketel One logo]()
Beverages
Brand and competitive tracking, Comms development, Packaging development.
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![Kahlua logo]()
Beverages
Usage & Attitudes.
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![Glenlevit logo]()
Beverages
Packaging development.
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![BetMGM logo]()
Online Sportsbook/Casino Gaming
Brand and competitive tracking, Long-term insights communities.
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![Casamigos logo]()
Beverages
Brand and competitive tracking, Comms development.
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![Chivas logo]()
Beverages
Packaging development, Comms development.
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![Starbucks logo]()
Beverages, Retail
Comms development.
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![Vesync logo]()
Small Appliances
Segmentation studies for the Levoit and Cosori appliance brands.
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![Aberlour logo]()
Beverages
Packaging development.
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![San Diego Zoo logo]()
Travel and Tourism
Segmentation.
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![NZXT logo]()
Consumer Electronics
Usage & Attitudes, Comms development.
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![Anakeesta logo]()
Travel and Tourism
Usage & Attitudes, Product development, Brand and competitive tracking.
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![Tourism Australia logo]()
Comms development.
Description goes here
Services
Quantitative Methods
Brand Tracking
Concept/Copy Testing
Customer Experience (CX)
Customer Journey
Discrete Choice/Trade-Off Analysis
Net Promoter Score (NPS)
Neuromarketing
Price Optimization
Product Experience (PX)
Segmentations
Usability Testing/Benchmarking (UX)
Usage & Attitudes (U&A)
Qualitative Methods
Co-Creation Exercises
Concept Evaluation
Depth IDIs
Ethnography
Focus Groups
Online Boards
Partner/Friendship Groups
Self-Ethnography
Shop-Alongs
UX Evaluation
Let’s Connect
Of course we’d be thrilled at the opportunity to offer a solution to your market research and business challenges. Please do let us know how we might help and we’ll respond as soon as possible.
About
Principal and Owner
Jason Riley launched Calculated Inc. in 2020. Jason is a twenty-year advertising agency veteran and former EVP of Strategic Planning for a large global advertising agency.
Location
Denver, Colorado
USA
Services
We offer both quantitative and qualitative market research services, across a full range of methods. In some cases, we also offer consulting services for brand strategy development.
Clients
We typically work with Fortune 1000 companies across any number of product and service categories, with particular expertise in online sportsbook and casino gaming, consumer electronics, beverages, and travel and tourism.