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The research process often takes centre-stage as our way of connecting brand teams with market reality, and giving rise to the most relevant and valuable of insights. But the critical deliverables are in how we interpret these and match them to the needs of the business.
In the course of our research, we encourage client involvement in focus-groups, and, as a matter of course, provide video-edits at presentation. In sample design, we question marketing orthodoxies, and, in particular, 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, and thus witness 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 more, rather than less, openness; and for wider involvement of group attendees as joint problem-solvers, 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.
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