IRM STRATEGIC GROUP

Consumer intelligence
that compounds.

Most consumer brands are making loyalty, innovation, and growth decisions that are 12 to 18 months behind what they already know about their customers. We fix that.

SCHEDULE A CONVERSATION See how it works
THE PROBLEM

Your best consumer intelligence
is dying in a shared drive.

01
Institutional Amnesia

Every leadership change, agency rotation, and reorg erases the accumulated consumer knowledge your team worked years to build. Decisions revert to instinct.

02
The PDF Graveyard

Six and seven figures in consumer research — brand trackers, segmentation studies, loyalty research — presented once and buried. Or worse, commissioned again to answer the same questions.

03
The Acquisition Tax

When teams lose their consumer truth, they default to buying new customers instead of protecting their most valuable ones. That's an invisible, compounding P&L leak.

THE SOLUTION

The Core Custodian — persistent intelligence, built inside your existing tools.

IRM builds an AI agent directly inside Microsoft Teams and Copilot that answers your team's most important consumer questions — grounded in your existing research — on demand. No new platform. No vendor contracts. No data leaving your approved environment. Just decision-ready answers, built from everything your brand already knows.

Loyalty & Retention Decision support grounded in who your best customers are and what keeps them.
Innovation Pipeline Connect concept development to existing consumer truth — not last quarter's instinct.
JBP Readiness Walk into retailer conversations armed with synthesized category and consumer intelligence.
HOW IT WORKS
01
Diagnostic We map your existing research landscape — what exists, where it lives, what's most decision-relevant.
02
Build The Core Custodian is deployed inside your Microsoft environment — a curated AI agent calibrated to your most important consumer decisions, grounded in your best research.
03
Activate Your team asks questions and gets decision-ready answers — grounded in your consumer research, delivered inside the tools they already use every day.

"Learning compounds. Your best customers stay. Your team stops reinventing the wheel."

Ian Menchen, Founder & Principal, IRM Strategic Group
THE FOUNDER

Ian Menchen

FOUNDER & PRINCIPAL

I spent 15 years building insights functions that became the strategic backbone of some of the most recognized brands in the world. What I kept seeing — regardless of company size or category — was the same expensive problem.

Teams invest six and seven figures generating deep consumer intelligence. Within 12 months, that knowledge stops informing decisions. The next campaign, the next leadership change, the next agency rotation arrives — and the institutional memory quietly disappears.

I founded IRM Strategic Group to fix that. I work with VP-level Insights and Marketing leaders at consumer brands who are ready to turn their existing research into decision-ready intelligence — on demand, inside the tools their teams already use.

DISNEY
ADOBE
WALMART
BATH & BODY WORKS
CINCINNATI, OH

Ready to stop paying the acquisition tax?

Let's find out if the Core Custodian is right for your team. A 30-minute conversation is enough to know.

SCHEDULE A CONVERSATION ian@irmstrategic.com