Our 6 Principles
Branding is an art and a science which is why we design our approaches to uncover the subtleties and nuances, odds and ends, and bits and pieces that hit emotional pay dirt and measurably move people to action. Magnet, Inc. was born out of a reality that traditional market research does not adequately feed the creative process. As a renowned cognitive anthropologist once said that most marketing research is like "squashing a template on people's neurons." A rigid, pre-defined line of questioning does not allow for a meaningful exchange with the consumer and restricts the emergence of powerful ideas.
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 the solution that naturally and miraculously meets the objectives and 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
an 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 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 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 sessions feeling energized by their experience and the potential of the brand.