We aim to connect brand teams with market realities, via relevant and compelling insights from a variety of processes and sources, interpreted and deployed to the advantage of the client business.

In the course of our projects, we encourage client involvement in focus-groups, and provide video-edits at presentation. In sample design, we question marketing orthodoxies, and avoid over-complication. Alongside traditional, directed interviewing (which still has its place), we advocate observational and empathic exploration: sometimes it does to be there, when and where the consumer decision takes place, witnessing how and why it happens as it does.

Today's consumer is no stranger to marketing, and deconstructionism of the brand or research agenda is common. This should be a cause for wider involvement of group attendees as joint problem-solvers and co-creators, rather than as unknowing guinea-pigs. In the end, respondents, like clients, deserve respect and courtesy, and a transparent process is usually the most productive approach for all concerned.