Consumer insight is a big part of what
we do. To help our clients reach their business goals, we identify
potential consumers and try to understand them: their likes and
dislikes, their beliefs and attitudes, what inspires and motivates
them. Our consumer insight helps us target audiences more
effectively and promote changes in behaviour.
Importantly, we need to be able to
distinguish between what consumer say they do, and what they
We achieve this by spending more time listening to consumers than
any other media agency. Qualitative research and quantitive
research are two of the tools at our disposal, delving into the
data that can reveal opportunities. But we challenge our people to
delve beyond the superficial, to take an immersive approach to
understanding the consumer, and how they interact with brands and
communications in the real world.
We develop our consumer insight by
using several different research initiatives and planning
techniques - Real World Street and Method Planning being just two
examples. In short, our world class team, supported by some of the
best market research facilities and resources available, first
understand the consumer and then use their intelligence and
expertise to discern the insight that delivers results.