{"id":63003,"date":"2025-11-17T18:12:54","date_gmt":"2025-11-17T18:12:54","guid":{"rendered":"https:\/\/www.elixirr.com\/en-us\/?post_type=case_study&#038;p=63003"},"modified":"2025-11-25T11:13:20","modified_gmt":"2025-11-25T11:13:20","slug":"theorem-research-as-a-strategic-asset","status":"publish","type":"case_study","link":"https:\/\/www.elixirr.com\/en-us\/case-studies\/theorem-research-as-a-strategic-asset\/","title":{"rendered":"Theorem: Research as a strategic asset"},"content":{"rendered":"<section\n    class=\"wp-block-text-block edwp-block layout--spacing-y bg--none\"\n    >\n    <div class=\"wp-block-text-block__container container fade-in\">\n        <div class=\"wp-block-text-block__content wysiwyg\">\n            <p>Theorem came to us with a vision for a new solution offering, one that is specific and purpose built for the ad revenue operations industry to address high-friction challenged across multiple stakeholder groups \u2013 from ad sales and client success to media and ad operations. Our role was to help clarify the opportunity: defining not only what the solution should be, but also who it would serve and how it could scale effectively.<\/p>\n<p>Together we conducted foundational research that would go on to influence not only the solution design but also the go-to-market (GTM) strategy, audience segmentation, communications &amp; marketing strategy and account-based marketing (ABM). Two years on, this research is still a cornerstone of Theorem\u2019s strategy, resonating across teams and growing in impact as the solution continues to mature.<\/p>\n<ul>\n<li>Outcome 1: Absorbed insights from research into solution development, helping the team prioritize capabilities and streamline high-friction pain points<\/li>\n<li>Outcome 2: Established foundation of GTM strategy, including segmentation, narrative development and activation plans \u2013 reinforcing confidence in the direction of the project<\/li>\n<li>Outcome 3: Continued to deliver value long after initial rollout, fueling business development through the creation of strong marketing content \u2013 underpinned by distinctive thought leadership narrative that shaped Theorem\u2019s broader marketing efforts, including trade event speeches, roundtable discussions, whitepapers and PR activity<\/li>\n<\/ul>\n        <\/div>\n            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--spacing-y bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The challenge<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <p>Our client was in the early phases of developing a new offering for the advertising revenue model ecosystem. Conceptually, the solution offering was promising but they needed to:<\/p>\n<ul>\n<li>Pressure-test the solution idea with real-world perspectives before developing and designing<\/li>\n<li>Understand workflows and unmet needs of ad professionals<\/li>\n<li>Clarify the buyer ecosystem and value chain<\/li>\n<li>Identify a positioning that would resonate across functions and industries<\/li>\n<\/ul>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--none bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The approach<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <p>We began by designing a mixed-methods research program to deliver both strategic clarity and practical direction. This included in-depth, quantitative and qualitative work with ad sales and Rev Operations Teams, decision-makers and influencers. This spanned key verticals such as publishing, streaming and media &amp; entertainment. We then followed with a competitive audit and relevant consulting to develop a name, tagline and logo for the solution.<\/p>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--spacing-y bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The impact<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <p>Following initial rollout, the research has only continued to grow. The insights have underpinned work across marketing and sales and remains foundational in how the solution is described, sold and evolved. The work has become a long-term asset and proved to be flexible enough to adapt to market shifts but remained clear enough to anchor strategy.<\/p>\n<p>This project is a testament to the possibilities that are created when research is treated as living resource and not just a one-time input. By aligning deep user understanding with strategic objectives, we helped our client build a solution and GTM engine that continues to drive value and inspire confidence, long after engagement.<\/p>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-testimonials-block edwp-block layout--spacing-y bg--none\"\n    >\n    <div class=\"wp-block-testimonials-block__container\">\n        <h2 class=\"wp-component-heading text--h1 wp-block-testimonials-block__heading\">\n    Customer quote<\/h2>        <div class=\"wp-block-testimonials-block__content-wrapper\">\n                            <div class=\"wp-block-testimonials-block__testimonials-wrapper\">\n                <div class=\"wp-component-testimonials wp-block-testimonials-block__testimonials\">\n        <div class=\"swiper-wrapper wp-component-testimonials__swiper-wrapper\">\n                            <div class=\"swiper-slide wp-component-testimonials__slide js-wp-component-testimonials-slide\">\n                        <div class=\"wp-component-testimonial \">\n        <p class=\"wp-component-testimonial__quote\">\n            <svg class='edwp-icon edwp-icon--lrg js-icon wp-component-testimonial__quote-icon wp-component-testimonial__quote-icon-start' aria-hidden='true'>\n                <use xlink:href='#quote'><\/use>\n            <\/svg>&quot;From the very beginning, the team helped us turn our vision into a clear and scalable strategy. Their research did more than inform our solution design; it gave us clarity on who our customers are, how best to reach them and how to position ourselves in a competitive market. The work shaped how we go to market, how we engage with our customers and how we continue to grow. \r\n\r\nTwo years on, the insights remain a cornerstone of our business, fueling both innovation and business development. What impressed us most was how the recommendations proved flexible enough to adapt to changing market conditions while still providing a strong foundation to build from. It is rare to find a partner whose work delivers lasting value well beyond the initial engagement.&quot;\r\n<svg class='edwp-icon edwp-icon--lrg js-icon wp-component-testimonial__quote-icon wp-component-testimonial__quote-icon-end' aria-hidden='true'>\n                <use xlink:href='#quote'><\/use>\n            <\/svg>        <\/p>\n                    <\/div>\n                <\/div>\n                    <\/div>\n            <\/div>\n            <\/div>\n                <\/div>\n            <\/div>\n<\/section>\n\n\n    <section\n        class=\"wp-block-cards edwp-block layout--spacing-y bg--none wp-block-cards--columns-3  wp-block-cards--resources wp-block-cards--case_study\"\n        >\n        <div class=\"container wp-block-cards__container\">\n            <div class=\"edwp-component edwp-fade-in wp-block-cards__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    You may also like<\/h2>                        <\/div>             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<\/a>                                                            <div class=\"wp-component-card__meta\">\n                                            <p class=\"wp-component-card__date\">\n                            17 November 2025                        <\/p>\n                                                                <div class=\"wp-component-card__terms\">\n                                                                                                                                                                                                                <div class=\"wp-component-tags edwp-component\">\n                        <div class=\"wp-component-tags__tag\">\n                Business Services            <\/div>\n                                <div class=\"wp-component-tags__tag\">\n                Product &amp; Service Innovation            <\/div>\n                <\/div>\n                        <\/div>\n                                    <\/div>\n           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