WHO WE ARE We like to think of our approach to research as storytelling. The setting and the research subjects are essential to understanding the role of the main character: our clients’ products and services. We illuminate the key events in the story to chart a clear and actionable quest for our main character...and we like that story to have a compelling, meaningful ending.
OUR STORY ICG's story begins with behavioral economics... When our partners teamed up to form ICG, Mark Ingwer (a clinical psychologist) and Nate Hoffberg (a seasoned economist and sales veteran), unified their distinct disciplines to create the powerful lens that allows us to accurately identify psychology-informed insights and effectively convey their impact through a commercial lens.
Throughout the years, ICG has had the privilege to lead a variety of research engagements for cross-category industry leaders, but our passion lies in healthcare. Early on, ICG recognized that the human-centric methodologies that were being utilized in the consumer space weren't being used in healthcare. We wondered, "Why? Patients are people, physicians are people - the same immersive, creative, and empathetic approaches should apply."
So we gave it a shot. We pioneered processes for capturing the patient/physician voice in real time and were able to demonstrate the unique value and financial impact of leveraging those voices. Since then, we have partnered with top pharmaceutical companies to uncover empathetic marketing insights for blockbuster brands and rare disease market entrants; medical devices and health-tech innovations, and strategic marketing communications to name a few...and we're just scratching the surface.
THE BASICS We are a nimble, boutique healthcare market research firm
25 years old Experienced
Chicago-based Near ORD
Full-service team In-House Recruitment
Custom products Fast and flexible
Published Thought Leaders
With roots in behavioral economics and a passion for healthcare, we are devoted to helping our clients connect with and understand consumers' greatest needs.
OUR LEADERSHIP Meet our partners
Mark Ingwer Managing Partner/Founder
Dr. Mark Ingwer, Ph.D., founded ICG after identifying a need in the market for a business leader who understood human behavior and could implement business solutions to capitalize on the insights uncovered through market research. Mark has since published a resource for marketers, Empathetic Marketing.
Mark applies his psychology, advertising and market research skills to a full range of business issues for ICG's clients, in addition to speaking as an industry KOL. In recent years, Mark has focused on strategic research issues including brand positioning and brand equity research, while pioneering new projective methods.
Nate Hoffberg Managing Partner
Nate joined ICG with a mission to apply his understanding of behavioral economics to improving marketing impact through measurable ROI across brands and products.
At ICG, Nate looks for challenging business issues in corporate, commercial and portfolio strategy for industry leaders and small businesses alike, providing research-informed strategic marketing direction and consultative services for clients. Additionally, Nate leverages his cross-industry experience and his academic background to develop scalable research models that provide brand confidence and predictive power.