The Cambridge Group at a Glance


  • "Great teams, creative solutions, fun way to learn."
  • "I love the people and problems we solve."
  • "Freedom and choice."


  • "Hours can be tough, steep learning curves."
  • "I wish we had more known prestige."
  • "Some managers still learning how to manage."

The Buzz

  • "Small firm but high caliber work."
  • "Top retail."
  • "Small scale projects."
  • "Smart people."

About The Cambridge Group

Supplying the demand

If the consultants at The Cambridge Group were your Economics 101 professor, you would not have learned supply and demand, but rather demand and supply. The simple belief that demand should be placed before supply is the principle that differentiates TCG from other consulting firms. The firm's expertise lies in identifying profitable new demand opportunities, optimizing portfolios of products or services, driving innovation, reinventing categories, enhancing brand equity and optimizing pricing. For all these areas, demand is the focus of TCG's services. 

The firm unleashes its demand-side expertise onto clients in the consumer packaged goods, financial services, media, retail, and telecommunications industries. Some of the world's most successful brands have benefitted from TCG's recommendations, including Allstate, Anheuser Busch, Hershey and Best Buy. 

Capital ideas

While the firm's demand strategy is straightforward on paper, gathering and analyzing the data necessary to grow a client's business is a rather difficult task. In order to handle this, TCG relies on its intellectual capital, which is designed and implemented by its consultants. Among the intellectual capital at the firm's disposal is Palate Maps and Benefit Domains, which identify and quantify emerging and latent demand in the marketplace. The firm also utilizes the Safari research method, whereby senior consultants and creative teams determine ways to optimize innovation and positioning by analyzing products and services with target customers. Studying Super Consumers, the subset of consumers in any category that drive the most value, helps The Cambridge Group find a speedier path to growth strategy for many clients. 

Kash is king

TCG may be Chairman and founder Rick Kash's main focus, but it is far from the only thing on his plate. Kash co-founded Spectra Marketing Systems, an information system used by over 90 percent of packaged goods and beverage marketers, and he is a member of the United States Senate Business Forum, a group of 36 businesspeople who meet quarterly with cabinet members and senators to discuss national economic and business matters. Kash is also an author, sharing his revised view of economics in two books to date. The most recent is How Companies Win - Profiting from Demand-Driven Business Models no Matter What Business You're In. Published in 2010, and co-authored with David Calhoun, chairman and CEO of The Nielsen Company (The Cambridge Group's parent company), the book proposes a methodology for putting a demand-supply strategy into action-a model that the book's blurb claims has already been put into practice at companies including Allstate, Anheuser-Busch and Best Buy. 


July 2015

Tim Joyce, Project Director, authored an article, The Internet of Family and Friends Will Rule the Future, that appeared on about the importance of meaningful online connections. 

June 2015

Eddie Yoon, Principal, hosted a panel at the Nielsen Consumer 360 Conference to discuss Activating Big Data for Big Outcomes. 

May 2015

Eddie Yoon and Chris Fosdick, Principals, share insights about multi-cultural super consumers. 

December 2014

Jason Green, CEO, authored an article, Pricing with Pricision, The Unsung Hero of Growth, that appeared on

Summer 2014

TCG Celebrates 40 Years

Former and current clients of The Cambridge Group comment on how working with TCG has impacted their careers and tip their hats to the firm as it celebrates its 40th anniversary.

March 2014

Understanding Super Consumers

Eddie Yoon, a Principal at The Cambridge Group, co-authored the article, Make Your Best Customers Even Better, that appeared in Harvard Business Review about unlocking growth opportunities with the powerful knowledge of super consumers and how Kraft was able to successfully launch new products targeted at the Velveeta super consumer.

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The Cambridge Group

222 West Adams Street
Suite 300
Chicago, IL 60606-5058
Phone: (312) 425-3600
Vault ID: 9989770


  • Employer Type: Subsidiary
  • CEO: Jason Green
  • Founder: Rick Kash
  • 2015 Employees: 83

  • Employment Contact

  • Major Departments & Practices
    Brand & Business Portfolio Strategy
    Business Model Reinvention
    Global Growth Strategy
    Go to Market Optimization
    Market Entry Strategy
    Pricing Strategy

Major Office Locations

  • Chicago, IL

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