At no time have new solutions, even entirely new ways of thinking, been more necessary. Innovative thinking isn't simply about inventing eccentric methodologies. It means exploring new ways of allowing individuals to think and speak about brands and advertising. And it is as much about innovative interpretation and analysis as it is about research process. In addition, it means offering problem solving and idea generation approaches which use synectic and de Bono based creative thinking methods to break down barriers and the dead weight of conventional thinking.
Some companies buy research 'by the yard'.
And some companies sell it to them like that. They allow their experience of a market, a brand, a type of consumer to lull them into complacency. We are committed to answering every brief afresh. This is no platitude, it commits us to active listening, an approach designed to help avoid the formation of premature judgement. We will never allow our experience of many markets to prompt 'off the shelf' solutions.