The Cambridge Group at a Glance


  • "Type of work, culture, and lifestyle."
  • "We work on very interesting problems."
  • "Impact and intellectual freedom and autonomy."


  • "Lack of geographic mobility."
  • "Quarterly emphasis of a public company can be counter-productive."
  • "Still growing in reputation."

The Buzz

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

About The Cambridge Group

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 Demand Landscape and Palate Maps, 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

Rick Kashmay have founded and led TCG for over 30 years, but it is far from the only thing on his plate. Kash previously co-founded Spectra Marketing Systems, an information system used by over 90 percent of packaged goods and beverage marketers. 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, former 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. Kash currently serves as Vice Chair of Nielsen. 


October 2016

Competing Against Luck

TCG Principal, Taddy Hall, co-authored Harvard Business School professor Clay Christensen's newest book Competing Against Luck: The Story of Innovation and Consumer Choice. Christensen, the foremost authority on innovation and growth, presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for.

July 2016

Winning the Connected Consumer

The Cambridge Group collaborated with the Coca-Cola Retailing Research Council to better understand the nature and evolution of the connected retail consumer. Never has there been a time in history when consumers have been so digitally engaged. How are consumer expectations evolving based on this jump in connectivity, and how should retailers and manufacturers update their offering to meet these expectations? It's all in this recent report. 

July 2016

Why New Consumer Brands Must Scale Faster

Eddie Yoon and Steve Hughes challenge you to shift your thinking from market share to share of growth. A renewed focus on share of growth will spur more productive thinking around what is growing, and why it is growing than today's myopic focus on current market share. 

June 2016

Breakthrough Innovation Report

The Cambridge Group's own Taddy Hall, Rob Wengel and Eddie Yoon collaborated to release the 2016 Nielsen Breakthrough Innovation Report. This annual report recognizes the top breakthrough innovation launches that have won over the hearts and minds of consumers and gives you an insider's view of the secrets of their marketplace success. 18 new products met the requirements for distinctiveness, relevance and endurance to earn the award this year.

April 2016

Millennial Mindset Study

The Millennial Mindset study, co-authored with Barkley, reflects interviews with more than 2,500 millennials and non-millennials. It identifies six mindsets that define millennial consumer behavior. For brands that have been trying to understand where to focus their efforts in the millennial landscape, the study shows that focusing on the millennial mindsets can make a big difference.

Summer 2015

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.

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The Cambridge Group

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


  • Employer Type: Subsidiary
  • CEO: Jason Green
  • Founder: Rick Kash
  • 2016 Employees: 72

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

Major Office Locations

  • Chicago, IL (HQ)