Article by: Mike York, COO
Every great brand experience has a secret menu.
Not the thing printed on the board. Not the option everyone knows to ask for. The wink-and-nod, “if you know, you know” offering that turns a regular customer into a loyal evangelist.
In the market research world? That secret menu item is SMARI.
You won’t always see us plastered across flashy decks or shouting the loudest in the room. But brands that discover SMARI tend to have the same reaction: “Wait… why doesn’t everyone do it this way?”
Welcome to the data-driven equivalent of ordering animal-style fries.
The Problem With the Standard Menu
Most market research offerings look fine at first glance. They’re neat. They’re predictable. They come with a laminated methodology and a side of jargon and buzzwords.
But brands don’t actually need more data. They need clarity, confidence, and decisions they can defend without sweating like an iced coffee in direct sunlight.
The standard menu gives you numbers. The secret menu gives you understanding and strategy.
What Makes SMARI “Off-Menu”
SMARI doesn’t do research for research’s sake. We don’t serve data raw and say, “Good luck with this.” And we definitely don’t disappear after delivery like a waiter who’s decided you’ve had enough refills.
· Instead, we specialize in the stuff brands quietly crave:
· Human-centered insight that explains why behavior happens, not just that it did
· Story-first analysis that executives actually remember
· Strategic clarity that leads to action, not follow-up meetings
· Research that respects real-world constraints, not idealized PowerPoint scenarios
Think less “Here are 84 slides of numbers and charts.” Think more “Here’s what to do on Monday.”
The SMARI Effect: When Insight Becomes a Flex
Here’s what tends to happen after brands work with SMARI:
· Meetings get shorter
· Decisions get faster
· Stakeholders stop arguing over “opinions”
· Someone says, “Can we just ask SMARI?”
That’s when you know you’ve moved from vendor to trusted secret weapon.
In behavioral terms, SMARI creates confidence velocity: the speed at which insight turns into action without organizational paralysis.
Most firms measure success in deliverables. We measure it in momentum.
Why We Stay (Mostly) Off the Menu
Secret menu items work because they’re not for everyone.
They’re for brands and change-agents who:
· Are tired of surface-level answers
· Want research that actually influences outcomes
· Care about people, not just percentages
· Don’t need hand-holding, but do want a smart partner in the kitchen
SMARI isn’t trying to be the biggest option on the board. Quite the opposite, actually. Sitting squarely at the intersection of “elite” and “boutique,” we’re trying to be the team of consultants that people recommend quietly, confidently, and repeatedly.
The Last Word
Every category has its insiders. Every great experience has its hidden upgrade. Every smart brand eventually figures out what to order after it’s tried everything else.
SMARI isn’t loud. We’re not flashy. But once you know we exist, going back to the standard menu feels… unsatisfying.
So, if your brand is ready for insight that actually moves people, reach out and ask for the secret menu item.
We’ll know what you mean.
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SMARI is an award-winning Indiana-based market research consultancy that was founded in 1983 with the idea of guiding change and inspiring confidence. We are proud to work with SMEs as well as a variety of Fortune 500 brands. We are powered by our core values: integrity, community, perseverance, trust, passion, curiosity, and innovation. SMARI’s expertise includes full project scopes, including instrument design, sampling & fielding services, reporting & analysis in Healthcare, CPG, Retail, Food & Beverage, Manufacturing, Financial Services industries, and beyond. Much has changed in our 40+ years, but our tagline and overarching mission remain the same—to guide change and inspire confidence. Start a conversation with us at www.SMARI.com.
