Schlesinger Group Rebrands to Sago - Industry News
Schlesinger Group Rebrands to Sago

Schlesinger Group Rebrands to Sago

Schlesinger Group, the leading provider of research and data solutions that fuel consumer and business insights, has announced the rebranding of its organization as Sago. Alongside the new name, it has unveiled a new visual identity, website, and refreshed positioning.


This evolution marks a significant transformation in the recent years of the company’s 57-year legacy and reflects the pace at which insights need to be gathered. As the marketing research industry has evolved, so has Schlesinger Group, finding new and innovative ways to gather information across methodologies to help companies understand customer opinions, needs and behaviors. The Sago brand symbolizes the company’s future and better reflects its positioning today—delivering managed and self-serve research solutions at the speed of clients’ decisions.


“This is an exciting period of transition for our company,” says Reed Cundiff, who was appointed as Sago’s new CEO in November of 2022. “The Sago rebrand underscores our focus on speed, action and simplicity—research experts delivering global audiences and adaptive solutions through advanced research technology. Sago brings the human connections necessary to help clients make better, faster decisions in this new age of insights.”


Schlesinger Group has invested in many strategic changes over the last five decades, including recent qualitative and quantitative research technology and panel acquisitions that have contributed to Sago’s transformative identity. This shift to Sago signals the company’s integrated operation to deliver as one for its clients and aligns the external brand to the sophistication of its next-generation capabilities.


Ellie Ahmadi, CMO at Sago, says “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. 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.”


Today, Sago takes its namesake company into the future by continuing to lead and progress alongside the digital transformation of the marketing research industry. “I couldn’t be prouder to see this vision come to life,” added Steve Schlesinger, Executive Chairman. “This is not merely a name change; it’s a commitment to an inspiring new chapter in optimizing our offerings and simplifying research.”