Truth is method neutral, equally adept with qualitative and quantitative data as well as secondary sources and cultural analytics. We have no vested interest in any particular methodology, and make a point of bringing market research knowledge and insight together with marketing intuition and commercial sense.
Ground breaking qualitative research is a foundation for many consulting assignments. Our techniques generate and nurture insight and creativity, but within a rigorous framework. We see qualitative work as iterative and dynamic, and we focus as much on listening as asking.
We are equally adept at the hard sums. Our philosophy is that quantitative research and analysis can (and should) be as creative as any other type. As a consultancy, we concentrate on the thinking, and buy best in class data to suit your project, so we're not wedded to a particular type of data collection.
For concepting and innovation projects we feel there is no substitute for involving the customer in developing what you're seeking to do. The ability to tap into the intellectual power of the collective as well as working in close cooperation with consumers provides a platform for customers and clients to participate equally and create unique forms of value.
Culture is the stuff that is happening around us all the time.
People often can't really talk about it because they are so immersed in it. Through cultural analysis we look at trends - established or emerging, immediate or longer term - and help our clients tap into them for commercial advantage.
Semiotics analyses the hidden meanings of marketing message, allowing us to understand how culture affects responses to marketing activity and how to turn it to your advantage. Decoding these hidden truths lets us know what is happening below the waterline of a brand or category, and therefore how we are able to change a brand's meaning, find new spaces for it, and ultimately get consumers to buy into it.
Truth often lies in actual behaviour, rather than what people say.
This simple fact often leads us to ethnographic methods, where observation of individuals over time reaps dividends. It's often a lengthy process, but can uncover insights and opportunities that standard research can't.