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Know where demand is heading before it is reflected in the market

Uncover latent and emerging demand

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Stop doing what consumers won’t pay for
Deploy resources against the highest profit and fastest growing demand
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Prioritize in-market activation against the same opportunities
Create a shared understanding of demand with strategic partners
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Embed demand insight framework into core data, tools and decision processes
Align management systems and reporting with new view of demand
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Your Partners for Profitable Growth

Our Recent Work

Latest work from our team

The Economist: How Companies Should Treat Their Most Enthusiastic Customers

Webinar: Consumers Are Hiring. Is Your Innovation Ready?

Nielsen TV: Why Innovation Data Looks More Like a Story Than a Statistic

The Wrong Kind of Innovation

Forbes: What Clay Christensen Says He Got Wrong About Disruptive Innovation

WSJ: Clay Christensen Has a New Theory

How to Optimize Costs and Growth with Demand-based Approaches

HBR: Understand Your Customers' Job to be Done

Contact Details
222 W Adams, Suite 300,
Chicago, IL 60606-5058
Phone: 312.425.3600

Who we are

About us in short

We are growth strategy experts. We help clients think and act differently about demand. We have a proven track record of creating opportunities for profitable growth across a range of categories.

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Celebrating 40 Years of Client Impact

The Cambridge Group is celebrating 40 years of client partnership, innovative thinking, and results. We are taking a moment to celebrate the impact we have had with individual clients and more broadly on the businesses/ industries in which we work.

The Cambridge Group’s 40th Anniversary Celebration Message from Gary Briggs

A message from Gary Briggs, CMO of Facebook, on the occasion of The Cambridge Group’s 40th Anniversary. Listen as Gary recounts the impact The Cambridge Group ( has had on various companies through the years.

The Cambridge Group’s 40th Anniversary Message from Jim Kilts

A congratulatory video from Jim Kilts on the occasion of the 40th Anniversary of The Cambridge Group .  We appreciate his kind comments on this occasion.

The Cambridge Group’s 40th Anniversary Message from Steve Hughes

Steve Hughes, Founder and Former CEO of Boulder Brands, comments on the 40th anniversary of The Cambridge Group. Hughes notes that as he “looks at the world of consumer packaged goods, I don’t think there is any group that has so fundamentally impacted businesses, changed careers for the positive and really changed how people think”. We are humbled by his kind words.

Stay current with the latest thinking from The Cambridge Group

Regular contributors in Harvard Business Review,, WSJ and many more publications, our thought leaders are consistently on the leading edge. Stay current with our best thinking. Join our network.

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