Creative Development Research
Branding is an art and a science. Our studies are designed to uncover the nuances, odds, and ends, and bits and pieces that make emotionally evocative brand positionings and communications. A renowned cognitive anthropologist once said that most marketing research is like "squashing a template on people's neurons." In contrast, our open and collaborative approach goes out of its way to uncover the nuggets that hit emotional pay dirt and inspire target audiences to take action.
“Not everything that counts can be counted, and not everything that can be counted counts.” - Albert Einstein
THE BRAND COMES FIRST
Our purpose is to serve the brand. If we put personal agendas to the side, faithfully serve the brand, and allow the process to happen, we will arrive at a solution that naturally meets everyone's agenda.
WE BELIEVE IN "NATURAL IDEAS"
"It is more important to let strategies emerge than to force an artificial consistency upon an organization prematurely." *
Unlike artificial ideas, which are born out of compromise and drain everyone's energy, natural ideas are energizing and fun to work with. They feel right. They bring out the character of the brand. Surprisingly, "natural ideas" are not a surprise. They are usually a blinding glimpse of the obvious. They are easy to communicate, extensible across all media vehicles and have creative firepower.
* Henry L. Mintzberg
OPEN AND COLLABORATIVE PROCESS
Our approach requires the ideas and input of all those responsible for the brand and a free reign on consumer thinking.
We believe in an appropriate application of research. The answers lie in how you do the research more than how much research you do. We work to arrive at, evaluate, and validate hypotheses. Our mission is to arrive at the right idea rather than sell a battery of market research studies.
PASSION FOR THE POTENTIAL OF BRANDS
Brands should be a source of inspiration for consumers and the client. Somewhere in the "genetic matter" of your organization is a core value or attribute that when adequately framed, will reinvigorate your customers as well as your organization.
TAKING OFF THE LAB COAT
Some market research has the look and feel of a clinician looking over a specimen. We create a safe and friendly environment for consumers. Clients and focus group participants alike have left our groups feeling energized by their experience and the potential of the brand.