The Challenge
QSR International had built a strong reputation in qualitative data analysis, but the investment thesis had moved on. Through a series of acquisitions, the company was expanding into quantitative analysis and predictive modeling, assembling a portfolio of software solutions that collectively served a much broader market than the name or brand could communicate.
The problem was alignment. QSR International signaled one thing: a specialized tool for qualitative researchers, primarily in higher education. The acquisitions were building something else entirely: a multi-methodology data platform with a much wider addressable market. The brand had become a ceiling on the business.
Leadership needed a new platform identity that could hold the full portfolio, signal the expanded market opportunity, and position the company for continued acquisition-driven growth.
The Solution
CSBG developed the brand platform for what the company was becoming, not what it had been. Through stakeholder interviews and discovery, we identified the unifying idea across all solutions: every Lumivero product exists to give users the facts and knowledge to drive future outcomes. That insight became the foundation for the messaging framework and the logic behind the new name.
Lumivero, a new name built to carry the full portfolio, launched with a complete brand identity: logo, messaging framework, launch communications, and go-to-market materials. The positioning was deliberately expansive, reaching beyond higher education to the broader research, analytics, and enterprise markets the acquisition strategy was targeting.
The work was completed on a compressed timeline, consistent with the pace the business was moving.
What We Delivered
Foundation
Stakeholder interviews
Discovery sessions
Competitive landscape review
Identity
Name exploration
Logo development
Messaging framework
Launch roadmap
Launch
Launch communications
Brand intro deck
Social media buildout
Introductory brochure
Result
Lumivero launched with a platform identity that reflected the full scope of what the business had become and where it was headed. The new brand extended the company’s reach beyond its legacy higher education market, giving leadership a credible story to tell across the broader analytics and research space.
The brand was built to grow with the portfolio. Each subsequent acquisition had a platform to land in, one with clear positioning, a coherent narrative, and the flexibility to absorb new capabilities without losing its center.
