Market Research Firm Launches in South Charlotte

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Two seasoned research and marketing professionals have joined to form "Voccii," a market strategy firm offering research, branding, and sports sponsorship results tracking.

We kept circling around the conversation that it's really hard to pull research, strategy and brand development apart.

Two longtime marketing professionals who have conducted market research, developed brands, and crafted strategy for hundreds of national and global companies, have joined to form a new branding, strategy and research firm called Voccii ( The firm is headquartered in Ballantyne.

Gayle Ireland and Nancy Irwin are partners in the venture, which was born out of their vision of bringing strategy, branding and research together. The company offers all forms of market research, an innovative and comprehensive sports sponsorship research approach, and its proprietary method for branding and strategy development. The firm serves companies selling products and services in the b2b, b2c and b2b2c segments, advertising agencies, and other research firms needing contract support. Voccii already counts Char-Broil, Domtar, House-Autry, Tessa Tape, Radiator Specialty Company, WrayWard, Bellomy Research and Theory House as its current clients.

“We have worked together for more than 20 years, but in our separate practices,” noted Voccii partner, Gayle Ireland. “We kept circling around the conversation that it’s really hard to pull research, strategy and brand development apart. When we’ve been able to deliver all three seamlessly, the results are huge for our clients. Our name connotes “voice” -- we bring our clients the voice of the customer and the voice of the community.”

Past work includes research and branding projects for Glory Foods, Lennox, Rubbermaid, Husquvarna, WR Grace, Bank of America, LuiGong Machinery Inc., Duke Energy, Grandfather Mountain, Mattamy Homes, Edifice General Contractors, Ballantyne Village and many others.

The two marketing professionals meld more than 25 years of experience in marketing and brand development with 25 years of research among with agencies and Fortune 100 companies.    

“Too often, we have found clients diving into tactical programs, without any information about their consumer, or without having sorted out the hairball upstream from the tactics,” said firm partner Nancy Irwin. “We have seen campaigns with no strategic basis that ultimately do not sell product, and we see companies trying to be all things to all market segments because they have not focused their brand or their core target.” Marketing budgets took a beating in 2008, and Irwin notes, and may stay low for some time.

“Companies and sponsors cannot afford to make a mistake with their marketing investment. That’s where we come in. We like to say that Voccii tells you the ‘what,’ the ‘so what’ and the ‘what’s next,’” said Irwin. “We are passionate about bringing the best market information so companies can make the best strategic decisions.”

For agencies and clients pressed to become more strategic in every part of their business, Voccii combines the best of market research with strategic insights, branding and consulting. Voccii reports the “what,” the “so what,” and predicts the “what’s next.”

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Nancy Irwin
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