MG2 Advisory

Introducing

At the vanguard of design and architecture, we guide clients through our ever-changing world. As a global premier advisory group within MG2, we are constantly curious about evolution.

We don’t just analyze but foresee trends and new opportunities to reimagine how we live, shop, discover, and interact. We see beyond walls, structures, and spaces, where the combination of science and artistry pave the way towards transformative change for our clients and those who inhabit the spaces created.

Our Mission

Only 37% of consumers believe brands live their purpose, but MG2 Advisory can help you change that statistic. We strategically collaborate with clients and internal design teams to create spaces that reflect diverse and multidimensional personas. Leading with context and insights, we are positive agitators that pierce complacency creating experiences and environments that align with your target consumers’ or residents’ behaviors and expectations, as well as their emotional, social, and psychological needs.

Advisory Services

Macro trends analysis
Behavioral insights
Brand and operational analysis
Digital engagement strategy
Competitive benchmarking
Targeted focus groups
Qualitative surveys
Field studies
SME interviews
White-space differentiation
Vision and positioning
Design exploration recommendations
Experience attributes and optimization
Future testing framework

Learn how Our Team can help you drive internal innovation

Melissa Gonzalez

Principal, Founder of MG2 Advisory

Nicole Pokorny

Senior Strategist

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Our Impact

By combining cognitive understanding and creative ideation, MG2 Advisory acts as an extension of clients’ teams by providing the guidance and tactical support needed to reimagine environments that drive engagement and loyalty.

NORDSTROM LOCAL engaged MG2 Advisory research and insights to develop an experience that aligned with consumers’ new omnichannel behaviors and expectations.

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NAVY EXCHANGE tapped MG2 Advisory to reimagine stores, department by department, to identify opportunities to optimize visitor experiences and boost customer lifetime value.

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VICTORIA’S SECRET hired MG2 Advisory to conduct a comprehensive benchmarking study to illuminate opportunities to amplify the brand in an immersive, interactive, and authentic way.

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PRESTIGE BEAUTY COMPANY partnered with our Consumer Experiences team, MG2 Advisory, and our Sustainability team to assess and develop a customized, scalable sustainability program for both new and existing retail stores.

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Our Insights

Insights are the core of our design thinking. Our multifaceted research methodology combines cultural, industry, and audience analysis to create rich, data-driven reports that help our community understand and apply the latest in generational and category trends. Explore our insights and see how we can help you unlock new ideas and opportunities.