WE EXPLORE MORE TERRITORY, MORE QUICKLY.
Like finding an untapped oil reservoir, uncovering new insights is both messy and lucrative. For sure, the past few decades have led to more and more sophisticated research tools. There are sharper drill bits than ever, so to speak. But what good is it to have a sharp drill if you’re drilling in the wrong place? And what advantage does it give you to drill in the same location as your competitor?
When we respond to a client’s brief we don’t just think about the research they want to do. We think about their business and marketing objectives. Then we step back and think: how can we help them get there? Often, the answer is to blend the client’s proposed methodology with one of our custom “research experiments.” We believe that you get the best results and the freshest insight when you attack a problem from multiple angles. Remember that definition of insanity?