What we believe

We believe in accessible intelligence: rigorous and creative market research of all types, combined with smart thinking, to provide clear answers to all kinds of marketing and business dilemmas.

We’re clever but not clever-clever. The help we give to clients is strategic, grounded in sound commercial sense and tuned into what’s going on culturally in every country we work. Above all, though, it’s actionable. We think that if you can’t actually apply the findings from the research you’ve commissioned, then what’s the point? Our sole aim is to give you licence to jump, to provide you with new insights and practical recommendations that help move your brand and your business on.

We also believe in broad perspectives. There’s no single way of answering research questions, so we deploy a range of methodologies - qualitative and quantitative, offline and online - depending on what would best meet your brief.

Equally, we think a wide range of opinions can inform the recommendations we provide. That’s why our researchers haven’t only been researchers: they’ve come here from many different paths, including advertising, planning, marketing, media planning, journalism, teaching and business. We also collaborate with other experts such as semioticians, improv specialists and brand consultants. And we work very closely with our clients, and have pioneered a number of approaches to get them closer to the consumer during the research process.