Trone Research and Consulting

Assess market potential with Propelligence®

Propelligence is a unique service that uses a 4-stage methodology and simulation model to assess a product’s true market potential prior to investment. Created out of a partnership between Trone Research + Consulting (TRC) and The Scullion Strategy Group, LLC (SSG), Propelligence is changing the way product concepts are valued in the animal health and life science industries.

The Propelligence methodology incorporates business case scenario planning with insight and quantitative market research to clarify a product’s revenue potential. Through this service, we’re able to define how the product should be positioned and what product claims will make it most appealing. Propelligence gives company stakeholders an in-depth analysis of projected value so they can make well-informed decisions on their go-to-market and/or clinical development strategies. 


Key Uses for New Product Development:  

  • Assessment of revenue potential 
  • Third-party validation for investment pitches
  • Product viability justification for R&D investment
  • Guidance for clinical development
  • Support for commercial partner negotiations
  • Market acceptance of pricing


Contact us to learn more about how Propelligence can work for you.

Propelligence is a registered trademark of Scullion Strategy Group, LLC.

Doug Barton, President & CEO

Doug Barton

President & CEO

Doug is a career research, analytics and brand marketing executive with more than 35 years of experience working with Top 50 market research firms, Fortune 500 companies and marketing firms on client and supplier side.

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He is a leader and advisor with a proven track record of solving business challenges for start-ups as well as small to large businesses across the world. Doug’s industry experience spans across hospitality, telecom, CPG, financial services, insurance, textile and apparel, turf and ornamental, animal health and retail.

Kimberly Ness

Kimberly Ness

SVP, Insights & Marketing

With 25+ years of experience across research, branding and marketing, Kimberly has the unique ability to transform complicated data into a simple strategic plan that achieves results.

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She has led marketing efforts for global and national brands and has a specialty in animal health, working with brands like Zoetis, Boeringer Ingelheim and Mars Petcare. She is known as an industry thought leader and has been a featured speaker at Global Pet Expo, AAHA, CBI, Brakke Consulting and Fetch, a dvm360 conference.

Tom Minsel

Tom Minsel

PhD, Head of Research & Data Science

Tom is our PhD Statistician and master data miner with 25+ years in direct marketing, customer targeting, modeling and research design.

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His areas of expertise include statistics, applied and theoretical measurement, psychological research, survey research, summative and formative evaluation, SAS, sampling, trend analysis and generally all things analytics. Tom oversees more than 65 comprehensive studies each year to help clients better understand their customers.