The Cambridge Group at a Glance


  • "We have incredible projects and a really great culture."
  • "Awesome office culture."
  • "True strategy work."
  • "We change the way clients think and how they see the world."


  • "Overly quantitative at times."
  • "It's consulting—hours are unpredictable and there are definitely intense periods."
  • "Not as well known as we should be given the level of clients and impact."
  • "Nothing major and that is why I have been here over 10 years."

The Buzz

  • "Specialized."
  • "Collegial."
  • "Smart thinking."
  • "CPG focus."

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 consultantsAmong 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 2014

New CEO Appointment

Jason Green, a 17-year veteran of The Cambridge Group is named Chief Executive Officer in this announcement.


May 2014

Payment pricing

Alok Gupta, Principal, and John Parker, Director, co-authored an article entitled The Payments Industry Needs Dynamic Pricing that addresses how players in the payments industry can leverage an understanding of demand to offer different prices as customer risk profiles change.


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 superconsumers and how Kraft was able to successfully launch new products targeted at the Velveeta superconsumer.


July 2013 

3 Ways to Drive Growth by Category Creation

As follow-up to an article entitled Why It Pays to Be a Category Creator that appeared in Harvard Business Review in March 2013, co-authored by the Cambridge Group's Eddie Yoon and Linda Deeken, the firm created a few additional thought pieces on category creation. The effort is intended to help leaders learn from Category Creation thought leaders on how to create growth opportunities by launching new categories through the combination of breakthrough product innovation with breakthrough business innovation. 


June 2012: Innovation: Learning From the Best

The firm launched a new interview series titled Lessons in Innovation Leadership. The series will showcase experienced business leaders who have led, and learned, from significant innovation initiatives. In the first article in the series, Jim Kilts-former CEO of Gillette and Nabisco-shares the major, and often difficult, strategic choices he faced and discusses the long-lasting consequences that resulted for his organization's performance.


May 2012: Know Your Customer

The Cambridge Group CEO Steve Carlotti and Principal Jason Green co-authored an article for the Washington Post. The piece, titled Give the people what they don't know they want, examines the question of latent demand, and its role in driving business success. 


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The Cambridge Group

227 West Monroe Street
Suite 3200
Chicago, IL 60606-5058
Phone: (312) 425-3600


  • Employer Type: Subsidiary
  • CEO: Jason Green
  • Founder: Rick Kash
  • 2014 Employees: 101

  • Employment Contact
    Visit TCG's careers page

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

Major Office Locations

  • Chicago, IL

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