we believe each idea has its salt.
Our task is to find the right salt for your brands.
We are a deep thinking, independent brand consultancy. We create insight-led product ideas, brand strategies and communication solutions. Consumer truth is an essential element in building your brand leadership. Consumers don’t buy like robots—they are able to generate new perspectives. Consumer knowledge is the most valuable element for your brands.
we believe nobody knows more about your business than you.
Along with consumer generated knowledge we apply internal business information: we are able to find salt among your employees and managers. Often the answers are simple and can be found inside the company.
we believe that some answers have been already found.
We actively use desk research, case study analysis, observations and our own expertise to fertilize your marketing soil.
Insights are the seeds that can grow into healthy brands. We select the seeds. Insight is knowledge that could change something in your brand. True insight changes a brand and reveals something new to its consumers. Salt specializes in using creative & interactive techniques and methodologies to deliver true and valuable insights. We carefully pick up insights through open collaboration with consumers, clients and the agency team. Our main task when collaborating with consumers and clients is to make them discover and reveal something new about themselves. We initiate first steps from their routines. We use playful approaches along with psychological techniques.
Out of the seed of insight we grow lively concepts for brand positioning and communication
Concept is the star in current marketing practices. The star still shines.
We work to explain and evaluate your market to provide a rigorous understanding of your ‘customers’ and how your brand story fits with their lives.
Insights act as the catalyst for brand development ideas that maximize immediate opportunities whilst focusing on long-term brand growth.
We foresee innovation as a key element in growing healthy and effective brands Innovation is a strong word that has been used too often. We believe that life is movement, thus brands have to move all the time in order to survive and to be cool for their consumers and employees. Life never stops. The way a company delivers value today probably won’t be the same way that it delivers value tomorrow. Our innovation consultants explore strategy with fresh eyes, uncover new and unexpected sources of inspiration, and bring you a rare mix of bold imagination and disciplined pragmatism. From new products, services, and business models that meet new patterns of demand to replicable innovation processes and a culture that fosters entrepreneurship, we can help you meet growth challenges of all shapes and sizes.
It is crucial to manage brand components with a clear strategic goal in mind Once your brand context has been framed by our research and insight activity and we have identified possible innovations, the Salt team is prepared to mold brand strategy for your brand. We believe that strong brand strategy, on the one hand, inspires consumers and the team, and on the other protects your brand from possible changes in the market in competitive contexts. Strong brand strategy should be seen through brand heritage and current business objectives.
Consult responsibly. We audit your internal processes, resources and operations from a brand perspective. Currently brand consultancies conduct work on all of the above and are rarely able to identify factors that would fulfill brand strategy with real life. Salt helps your team to fully understand your brand and its importance. We work with your team, staff, and stakeholders to help you to create a powerful and positive brand, then make sure they understand what ‘brand‘ really means. Salt moderates brand and marketing training sessions and workshops with client teams, and we can provide highly effective programs for your organization, no matter how large or small. Our approach is informal but authoritative, and our training sessions are always enjoyable, informative and inspirational.
A family man, naturally curious, celebrating simplicity in a complex world
“I love talk to people: thinking that communication can save not only the business, but also the whole world. At the moment business has forgotten it’s real consumer. It is busier with business processes than delivering a value to end-client. “
“My task is to show real consumers and move away from artificially constructed substitutes. “
“Russia is a great country simply because things you know about her are not true.”
Maxim’s professional interests include brand innovation, cultural research and marketing strategy implication.
If you have a question or request, please drop him an email:
A blondie traveler loving the wind in her hair, friend of cats, dogs and other creatures.
Marina has received an MA in Sociology at the Higher State School of Economics and is currently doing her PhD at her alma mater.
Marina has worked in the research and consultancy business since 2005.
The major areas of Marina’s expertise are FMCG, finance & insurance, HNWI and automotive research.
If you have a question or request, please drop her an email:
Aida is a Sociology graduate of London School of Economics and Political Science (LSE). Prior to LSE, she finished high school in UK as well. This experience contributed to the development of an ability to understand and communicate with various cultures and target audiences, analyzing their mindset and behavior patterns, which she believes to be an essential part of a research industry.
Working experience involves qualitative research projects in London and Moscow since 2012 covering following spheres: pharmacy, luxury fashion retailers and beauty segments, domestic appliances, financial services, FMCG, technology, HoReCa, semiotics, ethnic minorities ethnography and gender studies. She was researching assimilation and integration of Russian community in British society for her dissertation.
As for Aida’s professional motto, she believes in the necessity to challenge rationalized approach to thinking in marketing – it is crucial to question established preconceptions and dive deep into consumer’s life by understanding what is the driving force behind his actions, and how to reflect his inner world in brand’s vision.
Maya has been pursuing qualitative research since 1996 and gained extensive knowledge and practical experience. She started from the lower level as an assistant and became an advanced researcher familiar with different aspects of the wonderful world of market research.
Being experienced in quite different categories and possessing all typical methods, she focuses her main interest on the spheres allowing us to dive deep inside consumers’ world, see the outward things through their eyes, go through one or another event and live through it via their feelings and emotions in order to understand themselves and their basic drivers, human needs and values. This is essential to get consumers and their favorite brands or services to their mutual gravitation, let them talk one language and get pleasure form their overall cohesion.
People are in the heart of our business. Tatiana is the one who makes the blood circulate and the heart works.
She organizes the process of motivation and recruitment for target group profiles, meets them in our office and makes smoother communication.
If you would like to work as recruiter, feel free to get in touch with Tatiana via email.
Alisa took her degree in economics in the Higher School of Economics (2011). She worked in-house as a brand-manager in food, personal care and healthcare segments, and headed NPD for Russian, Chinese, Brazilian and MENA markets. After she had learned from her own experience the importance of deep customer understanding for making business decisions, she has decided to dedicate her further career to qualitative research.
She has experience as a moderator of focus groups, online communities, in-depth interviews with consumers of FMCG products. She studied IT product development (IIDF, 2018), there she gained experience in customer development, usability testing, and prototype testing for One Factor company.
Alisa benefits from her in-house background and knowledge of business processes to develop relevant yet game-changing solutions. She aims to be ahead of curve and help others do the same
Aleksandra came to marketing research from an academic background, where she conducted socio-political research. For several years, Aleksandra has been involved in numerous research projects in the fields of history and sociology, which utilized multiple approaches and research methods, both qualitative and quantitative. She has worked with leading universities and research institutions – including the Higher School of Economics in Moscow, Humboldt University in Berlin, the US Holocaust Museum in Washington DC.
Having decided to postpone her academic career, Alexandra decided to switch the focus to business-related research projects. She successfully applies her already existing skills and knowledge of methodology but, first and foremost, knowledge of people from different cultures and epochs.
People have always been Alexandra’s main source of inspiration. That is why the most valuable thing in consulting for her is the ability to communicate with others, sharing ideas which may lead to unexpected turns and break the usual patterns. In her work, she strives to think rationally, trying to avoid her personal preferences
Diana has recently graduated from Moscow State Linguistic University (Sociology Department) and right after graduation she decided to put received knowledge into practice and try her hand at marketing research.
Diana took part in several university research projects. As part of her diploma, she conducted a comparative analysis of student volunteering in Russia and Finland. She also had an internship in the automotive research department of the international marketing research agency, as well as in the marketing department of the global retail company.
At the university, Diana was often told that “a sociologist is a doctor who tries to find a source of pain and heal it”. So she continues her career in marketing research with this idea, trying to find an individual approach to each project and conduct them with care and accuracy.
Yana has a Marketing and Management degree from the University of Sussex, UK.
Life in the UK, previous work experience in hospitality and in organisation of international events (World Cup 2018) helped her to find individual approach to different varieties of people.
She is experienced in moderating focus groups and in-depth interviews for regional and international clients, as she worked before in the international research company.
In Yana’s opinion, building fast and trusting relationships with each respondent is a key element to a successful and informative research. She is good in being able to engage sincere and authentic answers and building a mutually beneficial relationship between companies and the ever growing need of buyers.
Kristina has been working in the research and consulting industry since 2017. She has experience of working and doing internships in large state and commercial companies . In qualitative research, she has worked in areas such as FMCG, Pharma, Innovations, Collaborative Consumption.
In the work strives to carry out tasks as carefully and qualitatively as possible. Kristina is a versatile person who is inspired by the people around: their lifestyle, thoughts, true desires and needs. New knowledge broadens the boundaries of her thinking.
Alexandra works as fieldwork manager for many years and knows people. She builds relationship with blue-collar workers and key opinion leaders in medicine. So, if you’re a senior person from enterprise Alexandra might reach you and invite to participate in our projects.
People are amazing, they kick me off the bed every morning, with them I make discoveries in the world.
Vitaly has visualized his way in Salt projects shooting documentaries, doing motion design and other visual initiatives. At Salt Vit heads up the creative team, using his array of filmmaking experience to deliver insight and production work, in new interesting ways.
Tatiana graduated with a bachelor’s degree in Social Sciences from Lomonosov Moscow State University. Research work was devoted to sustainable development, in particular, assessing the current environmental awareness in Russia.
During her studies, she actively participated in the student and scientific life of the faculty: she was engaged in the collection and analysis of big data and moderation of qualitative research in the fields of pharma, FMCG and development. After graduation, she focused on quality research due to the great opportunity to use creative approaches in solving problems.
Long-term experience of communicating with end users inspired the understanding of the importance of the concept “To know in order to foresee. To foresee in order to manage” for the right business development strategy. A detailed in-depth studying of consumers’ lives and their needs provides the necessary knowledge that allows you to see actual pains and modernize the brand’s marketing strategy based on them.