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We firmly believe that at times defining what you are not is the best way to begin defining what you are. As painful as this can be at times, we have grown to love our role in the marketing mix - although it may not be as sexy as some...
We are not an Advertising Agency nor are we a Promotional Marketing Agency; although we often work very closely with them. However, if we meet you in a bar and we are trying to impress you, we might just tell you we are because no one ever chats up a Brand Innovation Consultant or a Consumer Anthropologist!
On a more serious note, because we are experts at what we do, we enjoy working with other experts in their respective fields. We have worked with many top Brand Teams, Advertising, Design and Promotional Agencies; integrating seamlessly with them to inform creative development or provide clarity on consumer and innovation topics.
Although primary and secondary research of all types is critical to our processes, we do not consider ourselves to be 'researchers' but rather cultural editors that carefully observe and create rather than pontificate blindly.
“Focus Groups should be abolished”, opines one of our favorite people, Mr. Malcolm Gladwell. Adding that “...the act of asking someone to explain (these) things is not only a psychological impossibility, not only impairs their judgment, but it biases them in favor of the conservative, in favor of the known over the unknown.” We love Mr. Gladwell here, and agree with his opinion about asking questions but our position on the topic of research tactics is; use the right tool for the specific job. To augment conventional Qualitative and Quantitative Research tools, we have developed an entire set of innovative new tools that are based on Consumer Culture Anthropology and Intuitive Response Ideation and we love nothing more than to put them to use.
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