Strategic advisory services shape the foundation of successful startups, guiding crucial decisions from product development to market entry. Breaking from traditional consulting models, Ascend Consulting Group pioneers a new outlook by connecting consumer tech startups directly with their target demographic through bespoke Gen-Z research and feedback teams.
“We believe there must be a fundamental shift in how startups understand and engage with Gen Z consumers,” says William Host, the co-founder of Ascend Consulting Group. “Traditional consulting often misses the mark when it comes to young consumers. Research studies and surveys have their place, but we believe listening is the real way to stick with this market. Our model provides startups with real-time insights directly from their target demographic.”
Reimagining Product Feedback
Traditional consulting firms heavily rely on market research methodologies and historical data analysis to guide business decisions. Researchers typically compile and interpret extensive surveys, focus groups, trend analyses, and demographic studies over several months.
This methodology works well for established markets. However, it often yields outdated insights, particularly in rapidly evolving consumer segments.
Ascend Consulting Group changes this perspective by tapping directly into the Gen Z mindset through its network of student consultants. Rather than depending solely on historical data or traditional market research, the firm facilitates real-time conversations and feedback loops between startups and their target demographic.
Startups gain authentic, current insights into Gen Z’s rapidly changing preferences through weekly interactions with student teams across multiple universities. This direct connection allows companies to dynamically adapt their strategies, making sure they keep their products and services relevant as the market evolves.
Host emphasizes, “Information is the cornerstone of strategic decision-making. We empower startups to forge meaningful connections with their audience through purposeful strategies, from brand identity to product development.”
The Key Behind Business Model
The success of Ascend Consulting Group stems from its carefully curated student teams, which possess analytical proficiency and authentic Gen Z insights. The firm rigorously selects and trains these teams to certify they can translate their generational insights into actionable business strategies.
Operating across prestigious institutions like UCLA, UCSB, Cal Berkeley, Northwestern, Boston College, and the University of Michigan, these student consultants combine their academic knowledge with a real-world understanding of Gen Z preferences, behaviors, and trends. Moreover, these student consultants conduct user interviews with their peers to deliver consensus and strategic recommendations for product development and marketing initiatives.
Ascend’s co-founder Mac Cutler mentions, “Ascend eliminates the traditional barriers between businesses and their young consumers by facilitating direct to Gen Z communication, creating a novel, effective pathway for product development and market strategy.”
This approach ensures that consultants provide recommendations that resonate with the unique perspectives and needs of the larger Gen Z audience.
Collaboration Is Key
Ascend Consulting Group transcends traditional data delivery by providing comprehensive guidance throughout the startup’s product development phase. The firm’s hands-on technique confirms that its teams effectively translate raw Gen Z insights into actionable business strategies, meeting founders where they are.
According to Ascend Consulting Group’s co-founders, weekly product calls allow founders to become intimately aware of their customer’s needs without having to chase down college students. On the calls, ACG’s student teams work closely with clients to interpret data, refine product roadmaps, and implement strategic changes that align with Gen Z preferences and behaviors.
A prime example of this comprehensive process is the firm’s partnership with the online sports creator app Takes, where their involvement led to significant product improvements and enhanced user engagement.
Through weekly focus group calls, their teams seemingly merged into one, as noted by Mike and Liz, Take’s co-founders: “The Ascend team is like an extension of our internal team. We have learned a ton from them in the past 90 days, and consider them a move-forward partner as we grow our product penetration with Gen-Z.” Through this collaborative process, Takes successfully implemented social gaming elements, including point systems and competitive leaderboards, substantially improving user retention.
Cutler mentions, “Aligning Takes’ features with authentic Gen Z preferences highlighted how a consensus of student perspectives on campus could be transformed into tangible business success through careful guidance and strategic implementation.”
Expanding Access to Gen Z Insights
Accurate data also leads to precise decision-making. Ascend Consulting Group streamlines access to vital Gen Z insights, enabling start-up businesses to make timely, strategic decisions with confidence. The firm consolidates Gen Z market intelligence into one comprehensive, personalized service. This eliminates redundant research costs and operational inefficiencies. Consequently, businesses can focus their resources on core service improvements while the firm’s teams handle the complex task of gathering and analyzing genuine Gen Z product feedback on campus.
Ascend Consulting Group’s rapid growth reflects an urgent market need for authentic Gen Z perspectives. The firm has received 300 applications and currently has 75 members across university chapters. It plans to expand to 200 members and increase its university presence, all while maintaining its commitment to providing startups with authentic Gen Z consumer insights.
“Our vision is to establish Ascend as the home for building products for Gen Z,” Host concludes, “helping shape the next generation of consumer tech products while providing valuable real-world experience to student consultants.”
