Middlegame comes from the part of a chess match where you still have most of your pieces and you are simultaneously planning and acting out both your attack and defense strategies. You have many alternatives for all of your next moves, but each needs to be aligned with what you did last and what you will do next. At the same time, you need to think through all of these choices in the context of what the player on the other side of the board is doing. Their actions are shaping your strategy as much as you are. True to our brand, our goal is to offer clients the confidence required to make the next move by significantly reducing uncertainty in their decision. We use analytics to identify the choices that you have and then explain the implications of each option before you are forced to actually commit your precious resources. Our approach to scenario-planning differs from other marketing analytics providers by addressing the expected outcome for every SKU (your portfolio and your competitors) in every channel. Similar to the pieces in chess, each stakeholder can now evaluate the trade-offs of your potential choices and collectively apply those to create win-win results. The firm has a rich history of providing marketing response modelling solutions for FMCG companies across the globe. Our analytics are based on the Competitive Interaction Analysis (CIA)ÂŽ platform We customize it for each engagement. The platform can quickly address multiple shopper response metrics across the spectrum of marketing levers (media, assortment, pricing, and merchandising). Questions for scenarios can be based on the possible actions of you or any other competitor in the market. Since initial development in 1994 at the Wharton School, the evolving CIAÂŽ platform has been used in both emerging and developing markets. Over 500 studies have been completed and 60 FMCG categories analyzed.