Our principles
- Collaborate well with the stakeholders upfront; their knowledge is rich and detailed. Setting the problem out clearly enables us to provide guidance to the client team on how to seek the right information
- Shake up conventions to stimulate fresh inspiration for new approaches that work
- Pose good questions to consumers, knowing which ones will get to the bottom of the issue for brands, communication, innovation
- Focus intensity upon analysing what you learn and drilling to the real insights
- Deliver outputs which enable immediate action and demonstrate the way forward
- Gail combines her experience with contemporary thinking to provide flexible approaches suited to the project at hand
Tools include;
- Adapted traditional qualitative techniques
- Core values assessment, needs laddering
- Developing Brand Keys and uncovering brand stories
- Ethnographic observation, participant observation
- Various shopper approaches
- Semiotic cultural analysis
- Online studies, blogging and diaries
- Safaris, co-creation and ideation workshops
- PR Event based research