Reimagine consumer insights

Langston is a consumer insights firm empowering brands, investors, and insight professionals with solutions to complex problems. Our game-changing Modular Research is customized to your needs and unlocks key insights you can immediately take action on.

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Our original research has been covered by top media outlets

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Game-changing Modules that align to your every need

Solutions

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    Brand Funnel

    Measure each state of a customer’s path to purchase, from awareness to consideration to adoption & repeat purchase.

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    Brand Funnel Fallout

    Identify and measure the barriers preventing your audience from adopting a brand, product, or behavior.

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    Value Drivers

    Quantify what drives value for customers and how well you are delivering on each value driver.

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    Brand Positioning

    Map your brand’s position in the market relative to competitors. This includes brand positioning scores and aided associations.

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    Ad Recall

    Measure the effectiveness of your advertising.

  • Icon of a closed wallet.

    Share of Wallet

    Illuminate how consumers are spending their money and with whom.

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    Brand Buyer Engagement

    Dive deep into how your own buyers are engaging with your brand across different touchpoints, use cases, and need states.

  • A hand holding a shopping bag icon on a maroon background.

    Product Adoption Funnel

    Understand which products consumers have purchased, would consider buying again, and have stopped buying - and why.

  • A web page layout with a sidebar on the left and content on the right, displayed on a burgundy background.

    Category Engagement

    Discover how consumers engage with your category (like where they are learning about brands, how they are buying products and more).

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    Category Sizing

    Size participation and spend across up to 10 super categories and 100 sub-categories.

  • Magnifying glass icon with a globe inside on a maroon background

    Sub-Category Deep Dive

    Measure perceptions of and behaviors within sub-categories.

  • Icon of a globe with interconnected nodes, symbolizing global connectivity or network.

    Sub-Category Engagement by Brand

    Understand which brand are penetrating different areas of potential markets.

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    Consumer Trend Analysis

    Pinpoint which attitudes, behaviors, products, or brands are on the rise, which are declining, and why.

  • Icon of two hands shaking in a white outline on a green background

    Consumer Trust

    Understand your brand’s permission, according to consumers, to enter new categories.

  • A hand with a pointing finger touching a heart outline on a green background.

    Brand Resonance

    Ask consumers what you can do to create a more resonant and appealing brand.

  • Icon of two speech bubbles, one overlapping the other, on a green background.

    Feature and Benefit Testing

    Discover which features and benefits messaging hooks will most effectively resonate with and convert consumers.

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    Brand Asset Test

    Test the appeal and emotional resonance of taglines, advertisements, and marketing campaigns before you put them in the world.

  • A grid of five emoticons expressing different emotions on a green background.

    Brand Personality Traits

    Explore which personality traits consumers want to see for brands in your space.

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    Means-End Laddering

    Quantify the importance of functional attributes, benefits of those attributes, and overall product benefits.

  • Icon of a human head with a target inside, symbolizing focus or targeting.

    Consumer Needs

    Quantify the prevalence, importance, & metness of consumer needs. This module is Langston’s modified Jobs-To-Be-Done (mJTBD) approach.

  • Icon of a network or connected nodes within a mind or brain outline on a burnt-orange background

    Concept Test

    Quantify desirability, willingness-to-pay, and barriers to adoption for up to five product concepts.

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    Product Configuration

    Uncover which products or service features consumers value over others to unlock pricing and product development insights.

  • Financial chart with upward and downward arrows and a dollar sign in a circle

    Price Sensitivity Test

    Illuminate the price range for your product(s) that will generate the highest returns.

  • Graph icon with upward trending line on an orange background

    Pricing Optimization

    Generate demand curves, identify revenue and profit maximization points, and uncover price cliffs for products.

Collaborate with Langston experts to unlock key consumer insights

How it Works

How it Works

  • Slide titled 'Module Survey Proposal' listing modules: Screen, Consumer Needs, Concept Test, Brand Asset Test, Features & Benefits (MaxDiff), Respondent Characteristics with icons for each.

    Discovery

    Share your curiosities, your questions, your blind spots, and your business context with us. We will take that information and architect an approach that tightly aligns with your needs.

    Modular Research means that you can design, launch, and get study results quickly even when the topic is complex. It also means that we put the focus on individual survey methodologies so we can constantly refine and improve the questions, analysis, and output in each study.

  • Screenshot of a multiple-choice question on a survey or quiz asking about the preferred brand among Puma, Adidas, Nike, and Gymshark, with Nike selected.

    Tailor your survey

    Langston’s simple Inputs Doc allows you to collaborate with your team and customize your modules to include your competitive set, brand assets and more. Select your language and markets - Langston surveys can be run in virtually any geography and language.

    Langston modules are built upon an extensive library of previous research, so you can preview each one and see what your study output will look like.

  • An infographic titled "Glow Getters" emphasizes the importance of sunscreen for wellness and skincare. It features a circular chart highlighting that 47% research a fair amount. The infographic lists motivations for using sunscreen with percentages, including focus on quality (82%), preventing aging (60%), preventing melanoma or cancer (40%), awareness of ingredients (72%), brand loyalty (34%), and willingness to pay more (45%). A photo of a woman with a peaceful expression is positioned at the top left.

    Learn and act

    We will collect, analyze and interpret your survey results to deliver insights you can act on immediately. Our Insights and Strategy team will share the findings with you and talk through the implications for your business.

    Modular Research gets smarter with every study it runs since it allows you to iterate on your learnings and launch follow-up studies with ease.

    Research is not an event - it is function. Langston makes it easy to integrate research into the ongoing operations of your business.

    Get in touch
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Understand your brand and consumers better

Contact us to learn how Langston can help you make decisions with game-changing Modular Research.

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Trusted by leading innovators and companies of all sizes

Customer Testimonies

  • Jose Cuervo logo overlaying an agave plant in the background.

    Brand Strategist

    “As an iconic brand, we’re always looking for ways to connect with the new generation of consumers. Faced with the issue of staying relevant to this consumer segment, the team delivered on their promise to quickly deliver insights and recommendations. The final deliverable serves as an ultra valuable guide that I often refer back to when making decisions on my brand.”

  • Four pieces of Nestlé milk chocolate with Nestlé logo visible, arranged on a light surface with a Nestlé logo overlay.

    Brand Owner

    “The Langston Co. team was passionate about understanding what makes our consumers tick. Their analytical approach was a perfect fit for our insights needs, and provided a unique perspective on how we can activate and engage consumers across key generational cohorts. We very much look forward to working with the team again!”

  • Family of three sitting on bed, parents and young daughter, smiling, using a tablet, with P&G logo overlay.

    Former P&G Executive

    “I have been using consumer research for over 40 years in senior roles with P&G and BCG. I have never worked with an agency like Langston. They combine high quality research with insightful analysis. More importantly, they have become trusted advisors and partners. It is a pleasure to highly recommend Langston Group.”

  • Two people clinking Budweiser beer bottles in a toast.

    Brand Manager

    “The team’s passion for understanding people showed through each project we worked on and was the key differentiation between their team and all the other partners in this increasingly complex space.”

  • Close-up of professional video camera on a tripod with NBCUniversal logo overlay.

    Senior Director

    “Their analytical methodology, customer obsession, and business acumen helped us direct human and capital investments toward the initiatives that would deliver outsized value to our customers and our business.”

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    Insights Manager

    “The insights provided to our team were both thought-provoking and instrumental in taking a reflective view on our messaging strategy.”

A modular research system to make research less complicated

Our Story

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Langston’s Modular Research System is a first-of-its-kind research system built from a library of survey modules that can be stacked and customized to fit many needs.

We are a firm with years of experience designing, fielding, and analyzing consumer research to drive decisions for business leaders and investors. We designed our Modular Research System to make quantitative research less complicated and more effective.

Learn our approach

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Sign up with your email address to receive our latest case study. We recently conducted a deep dive into the athletic apparel industry that includes examples of our modules in action.