57-year-old Schlesinger Group rebrands

First a new leader. Now a new look. That’s the March 1 announcement from the Iselin-based marketing research company formerly known as the Schlesinger Group. 

Along with its new name, Sago, the 57-year-old firm unveiled a new visual identity, website and refreshed positioning. 

“This is an exciting period of transition for our company,” said Reed Cundiff, who was named CEO in November 2022, taking the reins from longtime leader Steve Schlesinger. 

“The Sago rebrand underscores our focus on speed, action and simplicity—research experts delivering global audiences and adaptive solutions through advanced research technology,” Cundiff continued in a statement. “Sago brings the human connections necessary to help clients make better, faster decisions in this new age of insights.” 

The company, which helps firms understand customer opinions, needs and behaviors through data and research, said the new name “reflects the pace at which insights need to be gathered.” 

In a video unveiling the new branding, the new name is cleverly introduced with the preface: “Ready for answers? Just say go. Sago.” 

The company’s strategic changes aimed at keeping pace with the digital transformation of the marketing research industry have included qualitative and quantitative research technology and as well as five acquisitions in the past two years.  

“Giving our brand a fresh name and visual identity links to the legacy of Schlesinger Group while drawing attention to the simplicity and innovative approach of Sago’s solutions today,” said Chief Marketing Officer Ellie Ahmadi. “The new brand distinguishes how we present who we are in the same way that our obsession with the client and respondent experience differentiates how we work.” 

Schlesinger, who now serves as executive chairman, added, “I couldn’t be prouder to see this vision come to life. This is not merely a name change; it’s a commitment to an inspiring new chapter in optimizing our offerings and simplifying research.”